Cheers with Absolut: Email Marketing is dead?
In today’s digital age where social media platforms are growing rapidly, many people may wonder whether traditional marketing methods like email marketing are outdated or not. However, an interesting fact here is that the answer is completely opposite to these thoughts. Email marketing not only exists but is also thriving. In fact, it is still one of the most successful and cost-effective ways to reach customers. It’s just a matter of whether you apply it properly or not.
To better understand the situation of using email marketing in the ready-to-serve cocktail industry, let’s sign up for Absolut’s email list to have the most intuitive experience and accurate analysis.
The sign-up process
One of the strengths of Absolut’s email marketing strategy is that the sign-up process is simple and quick. All I need to do is go to Absolut’s website, then click on the sidebar, select Sign Up and fill in the necessary information such as name, email, postal code, date of birth and gender. So, the sign-up process is complete.
After successfully registering, the message “Your message has been sent. Thank you.” appears on the website immediately. However, the welcome email is not sent right after that. I am very surprised to have to wait more than an hour to receive the welcome email from Absolut while the welcome email is usually sent within a few minutes or even within a few seconds after registering. This not only wastes customers’ waiting time but also makes them confused if they have entered their correct email or why they haven’t received email notifications for such a long time. I think that Absolut should shorten this waiting time to gain a better first impression from customers.
The welcome email content
Although the waiting time to receive the welcome email from Absolut is quite long, I have to admit that their welcome email is very impressive. By writing the welcome message with my name in bold capital letters and using statements like “Welcome to Absolut”, “We’re thrilled you’re here” or “Cheer with us”, Absolut makes the recipient feel welcome and evokes positive emotions right from the start.
When I open the email, I feel welcomed by interactive images with vivid colors of not only the brand’s cocktail collection but also the parties and gatherings when people drink Absolut cocktail products. In addition, when clicking on the “Cheer with us” button, I can also navigate to Absolut’s website with many cocktail recipes and detailed instructional videos. This is what makes Absolut’s emails more lively and different than other brands in the same field.
Call-to-action
In the welcome email, so promoting sales might not be the top priority. That’s why CTAs are not placed at the top of the email, but after the link introducing the cocktail recipes. However, it cannot be denied that Absolut’s CTAs are very strong and clear. Following the question “Need some Vodka?” is a button that leads to an e-commerce platform where customers can order Absolut products online with a $5 discount code for the first order. I think that it’s a very practical way to encourage new customers to get acquainted and use their products.
In the second email after the welcome one I received from Absolut, the focus on CTAs is brought to the first priority when two buttons linking to two online platforms where Absolut products can be purchased are placed at the top of the email just below the subject. This helps create much more attractive and clearer CTAs.
Responsive design
Nowadays, the number of people using mobile devices such as smartphones or tablets to surf webs or check emails is increasing. Therefore, optimizing email design to be compatible with various devices is an essential factor. Absolut’s overall email interface is fully guaranteed to deliver the same experience to customers whether they use a computer or phone to read emails.
Email frequency
Many customers feel annoyed when brands send too many emails to their inboxes. This can cause negative impressions about the brand for customers. However, I signed up for Absolut’s email list on Monday and since then I have only received another weekly email on the drink recipes. Therefore, I think the frequency once a week is reasonable. This both helps the brand not to be forgotten and does not make customers feel uncomfortable.
Overall, Absolut has applied email best practices quite well in their email marketing campaigns to create a good impression and approach more customers. On the bright side, the sign-up process is simple and the company has applied a variety of images, interactive content, design that can be compatible with many types of devices and clear call-to-action. On the dark side, the waiting time to receive the welcome email is a bit too long. Thus, Absolute should improve its weaknesses to have a better email market strategy.
