The Email Wars

I don’t come across to many of these buy this and get this emails… aka the tie in. What is really interesting to me about this one (and this game is going to rock) is that they are tying in the Korn song from the game soundtrack with the Amazon offer. The email is from Ubisoft but they are channeling the pre-sale to Amazon. This is a win for Amazon not only from the sale lift, but with giving away the song they are gaining more exposure to their music store. Sorry iTunes… guess a few need to get away from you.

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But why am I sharing this.. well I think it is a good idea. I don’t see too many of these product tie in offers that are not directly powering sales through the brand that sent the emails’ ecommerce system. I assumed that Ubisoft did not have it’s own store, but then I checked and they do. So here is what we can learn from this. Channel marketing has value. If you can drive the sale through the channel that is already selling your merchandise you have, in most cases, already booked that sale. But you can leverage a larger brand partner for more exposure that can make an offer like a free song to lift the sales of the pre-order or sale. Using a channel partner with larger reach will benefit you immensely. If they can make this offer not only to your list, but their list as well you gain reach and do not need to use your own internal marketing discounts to capture the sale.

Do you have a channel? Do you have a channel strategy? It is not a one way street of what they can do for you but how you can mutually benefit one another. Think about your market and identify channels out there that you can naturally leverage for promotions like this.