Apple is no doubt one of the largest companies on the planet. With it being valued over $3 trillion, having more than 500 stores and over 165,000 employees as of the third quarter of 2022, we thought we’d dive into how email marketing is utilised by one of the biggest tech giants billions have become to love.
Email marketing is one of the traditional methods of digital marketing. With there being such instability in economies after COVID-19 and a war breaking out in Ukraine causing rising costs of living, many businesses are starting to reduce their spending on new digital marketing strategies and are starting to fall back on to the traditional methods that they know they can trust to keep their business running as close to normal as possible.
How does apple use email marketing?
Post-purchase information
If you have ever purchased a product from Apple, then you will be well aware of the informational emails they send you post purchase. This is because Apple doesn’t use email marketing primarily to reach their customers, they use it to enhance their customer service.
As soon as you purchase a product (whether it being a MacBook, iPhone, iPad or Watch), you receive an order confirmation to let you know they have received your order. This email also provides links for you to check the status of your order (processing, despatched, out for delivery), once your order status changes you get an email update.
Whilst Apple keep you updated throughout the delivery process, they also send you emails about your product – so as soon as you open the packaging you know exactly how to use it. This increases customers excitement – although Apple are known to keep new products to themselves for a few weeks to increase the suspense even more.
The final part of the post purchase emails is when the product is delivered. As soon as you shut the front door you receive an email from Apple hoping you enjoy your new product and that the Genius’s and their Genius Bar (customer support team) are available to help you if you run in to any issues.
Announcements
Apple also uses email marketing to tell their customers about special events – these tend to be product announcements, but as mentioned above Apple does like suspense. They usually include an ‘easter egg’ which gives keen customers a clue as to what the event is about, but most of the time the predictions are guided by Apples previous product release dates. Once the event has passed and products announced, Apple usually sends out a series of emails on when you can pre-order the product.
Apple Developers. Not all customers receive these emails. Apple uses email marketing to announce when they are holding Developer Events so that developers can attend them to learn about Apple’s latest platforms and technologies. If you’ve missed, or don’t receive emails about Apple Developer Events, they have announced their next event on 6th June for 4 days. You can find out more here.
Retention
As with many subscription businesses, Apple utilises retention emails to remind you to use free passes or to continue to use your subscription (such as Apple One). This method isn’t anything new when it comes to email marketing – but it could give you the chance to offer a discount on your products or services if a customer is intended to leave completely.
Finishing up
Apple doesn’t use email marketing to keep in regular contact with its customers. It’s clear they believe in the ‘less is more’ approach. Instead, they primary use email marketing to enhance its customer service post purchase, announce events and products and to attempt to keep customers should they choose to cancel a subscription.
Each business is different and therefore is its email marketing strategy. If you’re looking to improve your email marketing strategy, whether to enhance your customer service (like Apple) or to keep in regular contact with your customers through announcing weekly blogs, get in touch for friendly advice.
