Best Buy Knows Customer Email Marketing

I recently purchased a copy of The Big Bang Theory DVD from Best Buy (in store). A few days after purchasing, I received an email from Best Buy following up on my order. I’m already a member of their Best Buy rewards program, so they already have all of my contact information from a previous purchase. It looks like Best Buy are one of the few big name retailers  that actually know how to email market this customer data, while keeping you interested and not coming off as spam.

Here is the mailing I received from Best  Buy after making my purchase.

First of all, it’s a great looking email and formatted very well. The three points I noticed right away was the customization of email (with name and membership rewards info), the targeted content (the item I purchased) and the possible upsells (related items based on my product purchase). This is a really great follow up email after making a purchase, and has call to action written all over it, while not being seen as spam.

But that wasn’t all… Five days after receiving the email above, I was sent one more email from Best Buy, which was the following.

In the latest email from Best Buy, they are assuming you’ve already used the product you purchased. Now Best Buy would like to have your opinion and a review on the product. Not only does this make the customer feel like they are important, but it also helps build the customer experience at Best Buy for future research on sales and testimonials. The email also throws in Best Buy’s social networking sites and ways to trade in your old electronics for Best Buy gift cards.

It’s rare to see a brick and mortar store like Best Buy do so well in the customer email marketing game, usually its the internet based online stores that are doing this well. I applaud Best Buy in their research and follow up emails. If you are selling ANYTHING offline/online and not following up with customer mailings like this, you are doing it wrong!