Lace shifts and dormant lists: a peek at ASOS’ re-engagement campaign

Lace shifts and dormant lists: a peek at ASOS’ re-engagement campaign

Re-engagement emails are a great way to clean and re-activate dormant parts of your list. It’s also a great opportunity to single out customers and make them feel appreciated and heard. That’s why this ASOS email stood out, they noticed I hadn’t been on their site/opened their emails for a while, which now a lot of companies do, yet their messaging and UX is a little different to most I’ve seen.

Subject line: Missed your face
Send date: 04/08/2016

ASOS

First of all, they immediately take the blame, “It’s not you, so… it must be us” – they ask for a reason in exchange for a 20% off code (which I would have used if I hadn’t forgotten about the email…). There could be a million reasons why someone hasn’t read their emails for a while but they took 4 that could be likely:

1. NOTHING’S ROCKED MY WORLD ENOUGH TO BUY IT >
2. I’M BROKE >
3. I GOT TREATED BADLY LAST TIME I SHOPPED >
4. ASOS WHO? I’D FORGOTTEN ALL ABOUT YOU >

Curiosity took over me and I clicked all of them.
Sorry ASOS data team.

Each different landing page had bespoke copy at the top of a product page, showing slightly different products for the broke option – as far as I can tell the logic behind the CTA’s went something like this: if you clicked 1 you’d get the latest items, option 2 took you to the sale and basic items, 3 had more sympathetic copy and an option to speak to customer care, 4 welcomed you back and prompted use of the 20% off voucher code. The URL wasn’t giving too much away on which category was showing as they were categorised under ‘women’s email 1’, ‘women’s email 2’ etc.

CTA 2 landing page

Screenshot 2016-08-04 17.41.24

CTA 3 landing page

Screenshot 2016-08-31 11.36.30

I’ve left it a few weeks to see if I was targeted on any of the CTA’s I clicked but I’ve had nothing that seems related so far. There have been a few ‘sale ending’ emails but they seem to be part of a standard/untargeted send. If I receive any more that seem to be part of the series I’ll update this post.

The campaign is simple and human, it takes an interest in the subscriber, it offers incentive as well as acting as a survey by collecting helpful information for the company. A win-win situation for everyone involved… except me who missed out on that 20% off.

By Millie Bartlett

Millie Bartlett is the Marketing Strategist at Action Rocket, an email creative studio based in London. Find her on Twitter at @Amelia__Jane