The Email Wars

With the online only brand of Piperlime created by the Gap company, they have been attacking email marketing with deeper links in email campaigns. I was actually excited to see that when I clicked on the SIZES in the email that it actually took my deep into the shoes by size. I know that this might sound logical, but so many times I have seen links that take me into a category and then have me make another selection. It only makes sense that they are taking you right into the action.

But here is another thought… now they have more info on me even if I have not purchased yet. Now they have the data to target me based on sizes that would meet my needs when they have products to clear out. I am interested to see if this will actually be data that they use only for the fact that so often in ecommerce emails I click through only to find that what I was interested in is no longer available in my size.

Whether it is size or anything else, you need to live up to the end users expectations of the offer.

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