Not so much a campaign this month, but more a focus on how businesses can use email to effectively up- and cross-sell - if they get their timing right.

A few weeks ago, I purchased one of the new iPod Nano Videos through the Apple website. The product arrived a few days later and I set about uploading music and trying it out [it’s great by the way!].

But the day after the iPod arrived it got a whole lot more interesting, when an email popped into my inbox from Apple. The subject line really grabbed my attention because of my recent purchase: “Find the perfect accessories for your iPod”.

The email listed an array of gadget goodness that anyone that had just purchased a new iPod might be looking for, listing a range of accessories – from earphones and cases, to docks and chargers.

It’s a great example of a ‘triggered email’ – sending a targeted, relevant message based on particular user behaviour (in this case, a purchase).

You can see how this is relatively easy for Apple to set up (given the right technology of course): they know what I ordered, they have my email address and it’s not difficult for them to imagine what other products I might now be interested in.

Combining the timing effectiveness of triggered emails with dynamic email content based on previous behaviour (purchases) and other demographic data (e.g. sex, age, location) can be a very powerful mix, especially – but not exclusively – for companies involved in ecommerce.

The email itself – why it works
Apart from the obviously brilliant timing, the email itself deserves closer inspection:

Design - As you would expect from Apple, the email is beautifully designed and reflective of their overall brand – you could take all references to Apple away and most people would still be able to identify the company.

Images – With high-end consumer products, imagery is very important and, as you would expect, they are given key prominence in the Apple email.

Content – Clever copy and a good sense of humour goes a long way to creating a good feeling towards a brand. Apple hits the nail on the head here with text that grabs the reader’s attention and brings a grin – e.g. “Cases. Just in case.”, “For your ears only.” and “Dock and roll.”

What else could they have done?
There isn’t too much to criticise here, but perhaps Apple has missed a trick by not including some sort of money-off promotion. I had already spent a fair amount buying the iPod, so a coupon or offer would’ve been a nice way to reward my custom and given me an extra incentive to part with more of my hard earned cash.

Tink Taylor
dotMailer