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• In general, make sure your email is mobileand
touch- friendly so that even “fat
fingers” can click the button accurately
and easily.
Last holiday season, King Arthur Flour used
email to promote sharing of holiday baked
items on its Facebook page.
• Wish lists: Promote several desirable products,
perhaps even using dynamic copy blocks that
incorporate a customer’s past buying habits.
Invite the subscriber to forward or post the
email as hints for a husband/wife, parent,
child, sibling or friend.
• “Shop with me” offers: These are traffic builders
for retailers with physical locations to
encourage shoppers to bring friends to their
local stores or to send out-of-town friends to
their own nearby stores.
3. Create stand-alone emails. Add a new email,
or replace one of your regular broadcast messages
with one designed specifically to be shared.
Instead of retrofitting your existing message template,
create a new message design with simple
navigation that focuses exclusively on a single idea
and uses copy to promote sharing via email, “forward
to a friend” and posting on social networks.
2. Provide “shareworthy” content. People
share content to help others and to be seen as
a knowledgeable information source, among
other reasons. The holiday season presents a
number of obvious sharing themes and opportunities,
including:
• Black Friday promotions: Encourage
subscribers to share details of your Black
Friday promotion.
• Coupons: If you want your coupons to go
viral, encourage subscribers to share the
savings among their friends.
• In-store events and promotions: Photos
with Santa or “meet the author” with a
book signing.
• “Share with a friend” offers: Past campaigns
or shopping/browse behavior on
your site can tell you which offers shoppers
are most likely to share.
QUICK TIP 3: Do the Math in Discount
Promotions
Take a look at this Amazon confirmation email. It
deploys a useful email practice, one that I’ve been
preaching for years to retail and other e-commerce
email marketers.
This email specifies all variations of pricing and
discounts on the product: the original price, the
percentage discount and the total money saved.
What’s so great about that? You make it easier for
your shoppers to decide to buy from you.
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