Recently, I purchased a Flip HD camera from Best Buy. I had one a few years ago, and a friend of mine lost it at Lollapalooza 2009. Coachella 2010 was fast approaching, and I wanted to be able to capture some of the magic on video. I liked the product the first time around, and I found a newer version on sale with an online only deal at Best Buy. Being the impatient person that I am, I opted for the in-store pickup option. The purchase of this product trigged a whole chain of autoresponders. It was almost scary how efficient Best Buy is with them.
I was asked to register with Best Buy at the beginning of my checkout process. Being an email marketing nerd, I opted-in to their newsletter. I received a welcome email before I even completed my checkout process. The welcome email described all the various advantages I would have with a registered BestBuy.com account. The email was designed to match the website. A quick welcome email with great information – good work, Best Buy, on this round.
The purchase of the camera triggered several more emails. The first was the standard receipt. This let me know that my purchase went through and my credit card was being charged. They provided me with the complete details of my purchase, as well as a confirmation number. Most importantly, it explained the store pickup procedures. This means that not only was an order confirmation triggered, but also it was segmented into a group for in-store pickup. Props to Best Buy on this round, too. Using a similar template as the first email kept their branding intact while delivering informative content.
Next was an email advising me of all sorts of accessories I could purchase to go with my new video camera. I deduced by the products listed that this was simply triggered by a purchase of any video camera, not just my Flip. I could tell this because they offered large camera bags, tripods, memory cards and extra batteries – none of which have any use to me with a Flip. Still, it’s an above average display of list segmentation. This email had more images and more of a catalog type feel to it. The branding and design remained intact.
Then came an email telling me that my Flip was ready for pick up. I placed the order early on a Sunday morning before Best Buy opened. I was surprised to see an email informing me that my order was ready just before the store was set to open. That’s more of a compliment to the Best Buy staff and the in-store pickup program rather than their email marketing, though. Still, it was good to receive an email saying my Flip was ready instead of just leaving me with the 45-minute window the order confirmation email gave me.
While I was on my way home from the store, I received an email confirming that I had picked up my camera. It was just the last reminder of how efficient the autoresponder campaign is that Best Buy had set up. Like the last, it fit the brand and design. It also thanked me for picking up my order.
This is a great example of how to run a well put together and efficient autoresponder campaign. The campaign followed me through my purchase from order to pickup, and it even branched out into selling me on related products. Take note, and begin an autoresponder campaign of your own with Benchmark Email.
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