- The E-Mail list I signed up for is from a company called US Patriot Tactical. The E-Mails are sent out once per week, every week I look at their E-Mail to search for deals on military equipment that may function better than the gear that is currently issued by the Army.
- The last two subject lines of their E-Mails have been “March Madness Clearance”, and “Check Out New Gloves from Mechanix Wear.” The content did match the subject lines, and they did entice me to open up the E-Mail. The more effective subject line was “March Madness Clearance.” This subject line was more effective due to the fact that I may have been able to save on products that I would have bought anyways.
- The Call to Action for this E-Mail was at the top of the weekly E-Mail, the caption “Score Big with Huge Savings on Closeouts” was visually pleasing and featured a spinning basketball. This was a good theme to have for the E-Mail because of the timing with the March Madness basketball events occurring. I did click on a few items, their best sales were at the top of the page, boots were featured at lower prices than normal.
- I do not think that US Patriot Tactical should have included additional offers, within the newsletter there were products from many categories. Soldiers can always use boots, Tan T-Shirts, Snivel Gear, and general hiking/field equipment. If the price is right, this type of gear is usually an impulse buy for many service members.
- I believe this particular “March Madness Clearance” E-Mail went to the entire database of consumers. The target market for this equipment is already very particular, the great majority of the consumers that shop at US Patriot Tactical would be interested in the same products. Although this particular E-Mail was probably not segment-dependent, I do believe that US Patriot Tactical sends out segment-dependent E-Mails. Based on what brands a service member utilizes, those products are sometimes featured more heavily in weekly E-Mails. For example, the Company Belleville produces AR 670-1 approved boots for the US Army. If a consumer purchases these boots specifically, these type of boots are more heavily featured in these weekly E-Mails.
- I do believe that this E-Mail accomplished its objective. The E-Mail encouraged me to venture onto the website with a few deals, and then within the website I was recommended other products based on my search history through cookies. This allows US Patriot Tactical to sell other products that are not on clearance at regular prices.
- The next E-Mail from US Patriot Tactical should be tailored based on what the individual consumer browsed or clicked on when viewing the last E-Mail. This would allow the consumers to see products that they would be more interested in for the future.