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(Case study) Using email alerts for out-of-stock items
Instead of taking pre-paid orders for temporarily unavailable products, eHobbies tried an alternative. They don't take the pre-order, but invite people to sign up for an email alert that goes out when the item is in stock.
As soon as the warehouse receives new inventory, this triggers an appropriate alert to go out immediately to relevant customers.
The article reports on the results and includes various insights about likely conversions, customer satisfaction issues (the main driver behind the change), benefits regarding supplier relationships and when not to use this approach.
This all fits in nicely with the idea of action-driven email marketing, as opposed to campaign-driven email marketing.
Instead of taking pre-paid orders for temporarily unavailable products, eHobbies tried an alternative. They don't take the pre-order, but invite people to sign up for an email alert that goes out when the item is in stock.
As soon as the warehouse receives new inventory, this triggers an appropriate alert to go out immediately to relevant customers.
The article reports on the results and includes various insights about likely conversions, customer satisfaction issues (the main driver behind the change), benefits regarding supplier relationships and when not to use this approach.
This all fits in nicely with the idea of action-driven email marketing, as opposed to campaign-driven email marketing.
Permalink | August 03, 2005 |
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