The use of testimonials in a new marketing
email campaign from Bed, Bath & Beyond is an email marketing win.
What I love about this email:
- As always, a 20% off coupon is included
- Fantastic layout
- Great use of colors and images
- Excellent use of testimonials from both celebrity and ordinary customers
- Clear calls to action (“SHOP TOP RATED PRODUCTS”, "SHOP NOW")
Oprah quoted in a Bed, Bath &
Beyond email?
The email headline reveals that these super star products are “rated by real customers.” Oprah shops at Bed, Bath
& Beyond? Who knew! I hope for their sake, that the marketing team at Bed,
Bath & Beyond did their due diligence and got permission from Oprah’s team
or at least from the team over at T-Fal® to use the quote from Oprah promoting their ActiFry
Low Fat Multi Cooker - Black. As everyone knows, particularly those fortunate
authors of "O" book club bestsellers and proprietors of products awarded the
lofty ranking on "O’s favorite things", if you get the "O" stamp of approval,
you’re golden. Nice to see that the savvy opportunists over at Bed, Bath &
Beyond made good use of O’s love of this very high-tech looking,
better-than-a-slow-cooker “multi cooker”.
Reviews from real people really move
products
When I saw that the first testimonial in
the email was from Oprah, I read through the others looking for more celebrity endorsements.
Alas, there were none to be found, another smart move by the marketing team. As
so many marketers have learned in recent years, it is reviews from real people that
really move products. (See the success of Amazon.com in part due to this idea.) I
appreciated that the rest of the testimonials in the email were from regular
folks like you and me. Thanks to ReneeAllDay, now we know that if we use the NuWave® Pro Infrared Oven to cook up a
salmon dinner, our homes won’t smell like fish. Also good to know that the Shark® Lift-Around™ Vacuum is effective
at cleaning up cat litter that has made its way out of the box by a messy
kitty, thanks to the review by PamInMU. In my opinion, these are the kinds of reviews that matter to a potential purchaser. This information from actual product users often makes the difference from a look-see at a product to a sales conversion.
More that I love about this email:
- Obvious Links to Connect via Social Media
- Search Bar
- Additional Unrelated Marketing (Lighting, Gift Cards, Thousands of Items with Free Shipping)
- Push for Verification of Customer Contact Information and Save to Address Book (Don't miss out!)
- Personalization of Email (Your Store Location)
Bottom Line: Bed, Bath & Beyond are digital marketing winners with email marketing.
