How to Use Serendipity in Email Marketing

Serendipity is one of the 16 conversion tactics. It has two sub-categories: Luck and Clairvoyance.

Luck creates the sense that the user is lucky to have come across something on the page.

Clairvoyance creates the sense that the seller predicted something about the user.

This email from TicketMaster is a great example of Luck within Serendipity:


The email:

Ticket Master Email.png

Why is this such a great idea? It may shock you to hear, but only .04% of March Madness brackets stay perfect after the first day of the tournament. TicketMaster knows that a busted bracket might give you more free time (since you probably won’t be winning that $20 work pool). They offer events that are going on during the tournament, which makes the user feel Lucky because they now have something to do.

Don’t Be Lazy This Holiday Season

During the holiday selling season websites typically add a sitewide design theme and/or message:


But they keep the rest of the site the same. For many sites, holiday selling is THE make/break part of their year.

Now, we know product page descriptions are THE single biggest conversion catalysts.

So, here is my question, why not rewrite your product page description around the holiday selling season? Tweak copy emphasis around themes like “treat yourself”, “amazing gift”, “celebrate”, etc.

I know what you’re thinking, “I have 561 SKUs, I can’t possibly rewrite every product page”.

Bad thought.

If you look at sales you’ll see 5 out of these 561 items drive a bulk of sales (also called Zipf’s Law). Surely, you’re not THAT busy that you can’t take out 4 hours to rewrite the description of a product page that drives 40% of annual sales.

Geotargeted PPC

While driving through Kentucky I did a search for wayfarer and saw this ad (screenshot below). Notice how Kentucky has been dynamically inserted into PPC copy:


Running the same search in Michigan showed this:


Really smart.

Wayfair used Serendipity and geotargeting to connect with me as a potential customer. By adding my state to their Google Adwords, I as a shopper am more likely to believe that the product can meet my specific needs and wants. People aren’t a monolith—they are individuals with distinct backgrounds. Use that knowledge to your advantage by personalizing your marketing messaging for them.