CompUSA sends out a daily email every Monday, Tuesday, Wednesday, Thursday and Friday. The marketing strategy as far as I can tell is pretty simple... blast something every weekday and hope that something sticks.
Last week I received my 5 emails that had the following subject lines and deals:
Monday 3/30: One Day Left: Acer 22" LCD $149...OCZ 4gb DDR2 $14...First Ever 50" HDTV under $500
Tuesday 3/31: Exclusive HP Deals: Netbook from $299...Laptops from $379...LCDs from $79...PCs from $449
Wednesday 4/1: All-in-One PC $449...Seagate 1tb HD $89...Garmin GPS $99...more deals
Thursday 4/2: Madness: Toshiba 52" 1080p HDTV $999...Samsung Blu-ray Player $149...Acer Netbook $239 & More
Friday 4/3: DEALS: Acer 23" HDMI LCD $199...Sony 52" 1080p $1389...640gb Ext HD $49...17" Blu-ray XP Laptop $899
Each of these emails contain new promotions and are generally not tied to any previous offer. Further the subject lines generally do not match the content.
Take the Friday 4/3 campaign with the subject line listed above.
You tell me, does the creative below match the subject line?
I think not.
All this being said, having an everyday mailing strategy can work if you follow a few simple guidelines:
• Allow subscribers to opt-in to this level of frequency
• Maintain a consistent branding strategy (e.g. "The CompUSA Daily Deal")
• Utilize a consistent creative look and feel
If CompUSA followed these guidelines the performance of these campaigns would change dramatically.
Last week I received my 5 emails that had the following subject lines and deals:
Monday 3/30: One Day Left: Acer 22" LCD $149...OCZ 4gb DDR2 $14...First Ever 50" HDTV under $500
Tuesday 3/31: Exclusive HP Deals: Netbook from $299...Laptops from $379...LCDs from $79...PCs from $449
Wednesday 4/1: All-in-One PC $449...Seagate 1tb HD $89...Garmin GPS $99...more deals
Thursday 4/2: Madness: Toshiba 52" 1080p HDTV $999...Samsung Blu-ray Player $149...Acer Netbook $239 & More
Friday 4/3: DEALS: Acer 23" HDMI LCD $199...Sony 52" 1080p $1389...640gb Ext HD $49...17" Blu-ray XP Laptop $899
Each of these emails contain new promotions and are generally not tied to any previous offer. Further the subject lines generally do not match the content.
Take the Friday 4/3 campaign with the subject line listed above.
You tell me, does the creative below match the subject line?
I think not.All this being said, having an everyday mailing strategy can work if you follow a few simple guidelines:
• Allow subscribers to opt-in to this level of frequency
• Maintain a consistent branding strategy (e.g. "The CompUSA Daily Deal")
• Utilize a consistent creative look and feel
If CompUSA followed these guidelines the performance of these campaigns would change dramatically.
CompUSA (and sister brand TigerDirect) have both been testing long and short forms of their creatives. However, they're clearly not adjusting their subject lines when they run the short form, which is why there's a disconnect. Had you received the long form of the creative, which includes a list of deals, then the subject line would have made sense.