In my earlier article where eBay and Amazon were being compared directly (you can see the article here eBay V’s Amazon – Its a ‘Trust’ thing).
Today (was a while back now) at the top of the inbox an email from eBay ‘Who says nothing is for free, username?’ OoO another free listing day, nope, just the spam that we had been expecting from the announcement that eBay were trying to reinforce that trust is an issue on eBay.
Let me be constructive here and let me point out a few things that makes this email more than just spam, but a great email:
- Its branded towards eBay.
This sounds like a no-brainer, but I have seen some shockingly crap’n’ugly marketing emails lately that have bared little resemblance of the companies brand. So sounds really daft, but 10/10 for making it look like the corporate brand.
- A clear message
Again sounds really daft, but having a simple message to convey is much easier and is responded to much more than some long winded paragraph.
Keep an eye out on the net for reinforcement lines like these:
You can Shop With Confidence < Header Line
We’re Here to Help you < Reinforcement
- Suggestive Icon
Now this is the bit I love, the mere ‘suggestion’ that you could ring eBay is a brilliant ‘calmer’. Its like displaying your phone number in listing templates and on the website, the customer probably will never ring it, but feels reassured that its there if needed.
- Clear Call-To-Action
Now this is genius and needs to be learnt from. eBay appears, that they did not actually want the reader to read the rest of the information, just tell them that it existed.
Why? Simple, look at the two call-to-action buttons, the much larger one, the real one, is twice the size of the smaller, on-topic one. If you were give two seconds to click which one would you hit? Now where do you think it goes? Brilliant!
I rant about this a lot, but buyers are idiots, its your job to guide the customer where you want them to go, knowing where you want them to go is paramount, eBay in this case knew exactly what they were doing, pulling a PR trust and safety stunt, BUT pulling off a massive coo, by slipping past mask of the email and turning it into a buying experience. Absolutely brilliant. Now, how do we do that with your email marketing?