PayPal: Selling Honey Without the Other Ingredient

A couple weeks ago I wrote about an email from PayPal selling Honey without communicating a value proposition. Over the weekend, I received this email:

PayPal explains Honey in one sentence, "Install Honey in just two clicks so when you shop online you can automatically get some of the best prices from over 30,000 online retailers." That is a well-worded product value proposition. 

Where the prior email encouraged immediacy but lacked a value proposition, this email includes a value proposition does did not encourage immediacy in the call to action. As I draft this post, the $5 bonus offer appears to still be active. Perhaps they have not reached the limit of 40,000 new customers eligible for the offer they mentioned in their first email.

Here's an idea: Combine the value proposition and encourage immediacy in a single communication by explaining the product then closing with a $5 bonus offer. The email could be summed up in a few sentences:

"Install Honey in just two clicks so when you shop online you can automatically get some of the best prices from over 30,000 online retailers. Hurry -- the first 40,000 people to install Honey and make a purchase of $10 or more will receive a $5 bonus."

Will you get that $5 bonus in addition to shopping online with Honey? I don't know, but you should make sure your email isn't a Fail. Act now!

Lesson:

Communicating a value proposition is important, but so is giving the customer a reason to take action now.

PayPal: Selling Honey Requires a Key Ingredient

   This recent email from PayPal merits a couple Fails for Creative. 

 

The email includes a Subject Line of "Get a $5 bonus for shopping smart with Honey." The headline reads "Give Honey a try. Spend $10, Get $5." Below that is a gif of a small box parachuting into a celebration, followed by a message reading, "When you add Honey to your browser for the first time, create an account, and spend $10 or more with PayPal, you'll get a $5 bonus. That's just the start of the savings. Honey members save over $126 annually." Below that are step-by-step instructions about how to install and use Honey, and a disclosure.

There is a clear Call to Action and an incentive for the customer to take action now. The email was sent on September 25 with an offer expiration date of October 4, so immediacy is encouraged. 

But, what is Honey? Why would I add it to my browser? How do honey members save money, and compared to what? None of these questions are addressed in the email.

Based only on the email, one might guess that Honey is a rebate program or online savings account. In actuality, though, it is an online coupon provider. According to their home page, "Honey helps you find some of the best coupon codes on 30,000+ sites." That is Honey's value proposition, and it is missing from this email.

The other Fail is less important, but worth mentioning.  According to the disclosure and the detailed Terms & Conditions found on Honey's site, only 40,000 customers are eligible for the award. Once that limit is reached -- even if before offer the expiration date -- the reward will no longer be available. This type of restriction is fairly common in direct-to-consumer marketing. I've included number-of-customer limitations in several campaigns to ensure the product is not oversold or to cap potential incentive liability. When I did, I would use this clause to my advantage by communicating it in the body of the email. PayPal could do this by including above the Call to Action a message along the lines of...

Be one of the 40,000 people to get your $5 bonus by October 4th. Bonus must be used by October 31st.* 

or ... 

This exclusive bonus offer is limited to the first 40,000 people to take action by October 4th. Bonus must be used by October 31st.* 

This type of messaging approach not only makes the in-house lawyers happy by clearly communicating an offer restriction; it also communicates scarcity, which is a known factor to drive immediate action and increase response -- and that makes your manager happy.

Lessons:

1. It is not enough to have a call to action and encourage immediacy in your direct-to-consumer emails. They should always include a value proposition.
   
   
2. If your offer is limited to a specific number of customers, do not bury that restriction -- use it to your sales advantage.