Luxury Goods = Email Bad
Now I find this current study very interesting. It seems that the luxury retailers in this study do not find email to actually be good for them, or at the end it seems like although 85% of them want to use email only 50% of them actually do. So maybe it is not a “not good for them scenario” but one that they either don’t have the time, resources or see the immediate payback from these efforts. TWO UPDATED Articles from this AM
High-End Brands Do Low-End Job Online
Mercedes Gets Buzz Going For C-Class With Web, Direct Mail
Well from this email I got I can tell you it works. I am not going to be plunking down $100K anytime soon on this new Benz, but it did get me to click through and complete the PIN coded offer to test drive this ride. I am a car fan and seem to have a new one every 2-3 years. I actually had the opportunity to drive the new LR2 from Land Rover the first 3 months of 2007 as a test driver (one of 6 in the US) to see what I thought of it. I can tell you I was close to wanting to keep it after driving it for that period of time and I know that 3 of the 6 did in fact keep theirs. And yes, they reached out to me in an email to ask me if I would be interested in being a driver for a short time in a new pilot program. So email, maybe for luxury autos works in my opinion.
Luxury brands might not have as much impulse buying as the price points are high, but if they convert just a few, I am sure it covers the minimal cost of the email campaign and effort.
Thanks to The Email Wars for this great article.