Albertsons is a United States based grocery store. While grocery stores are exactly know for being the most beautiful looking emails their are some interesting things that Albertsons does that help drive customer purchases and customer retention.
1. Encouraging App Downloads
Albertsons consistently promotes its app through email campaigns, highlighting the convenience and exclusive benefits it offers. They regularly emphasize features such as digital coupons, personalized offers, and easy shopping lists, Albertsons makes a strong case for why customers should download and use their app. Albertsons understands that people who download mobile apps have higher purchase intent and generally a higher order value.
Example: Recent emails include a call-to-action "Explore Albertsons App!" paired with illustrations highlighting in-store maps and receive ideas.
Key Takeaway: Look for opportunities to promote products that support the larger company goals. You don’t have to always promote in a super direct manner.
2. Offering Freebies
Freebies are a powerful tool in Albertsons' email marketing arsenal. By offering free items with purchase or as part of a promotional campaign, Albertsons incentivizes customers to shop more frequently and add more items to their carts.
Example: This example they have a "Saturday steal of the day" that allows customer to get a free energy drink. Such emails entice customers to go into a physical store, but also create a sense of urgency to take advantage of the deal before it expires. Once customer comes into the store they are highly likely to purchase other items to offset the cost of the freebie they acquired.
Key Takeaway: Including freebies in your email campaigns can be a cost effective way of acquiring customers and increase average order value. Look for ways to create urgency with your freebies.
3. Theming Days or Months
Albertsons effectively themes its email campaigns around specific days or months, creating a marketing narrative. This approach helps to keep the content fresh and relevant, aligning with seasonal trends, holidays, or special events. Often time they will just make up a theme of the month.
Example: This June “Dairy Month,” Albertsons is sending emails focusing on creamy and delicious dairy specials. I would guess they do this because it’s the start of the summer months and America loves ice cream.
Key Takeaway: Theming your email campaigns can make your marketing more engaging and playful. This strategy helps build anticipation and provides customers with timely content they are more likely to act on.