Etsy has the antidote for shoppers who are experiencing FOLA (fear of late arrival). Etsy sent an email campaign to attract shoppers who may be growing concerned about delivery delays in the leadup to Christmas by suggesting they shop local.
“Nearby and sure to catch your eye” was the subject line, and inside, underneath links to Gift Cards, Gift Guides, and Holiday Hub, Etsy wrote:
“Still have names to check off your list? Never fear! Shop these foolproof present picks today. Minimize your carbon footprint and maximize your gifting potential by searching for one-of-a-kind local finds.” A button labeled “See what’s nearby” linked to a section of an Editors’ Picks selection of last-minute gift ideas landing page titled, “Support local sellers Shop your local listings.”
Preparing to be impressed (or a bit creeped out) by Etsy’s ability to geo-target email marketing campaigns, instead it showcased links titled, “Gifts from (state name).” Options included California, Texas, New York, Florida, Pennsylvania, and Illinois.
Clicking through showed search results filtered by state and “Arrives by Dec 24.” Each listing shown in the results showed the estimated arrival date.
The email is designed to give shoppers greater confidence to buy holiday gifts online as Christmas grows near, especially for shoppers who experienced late-arriving packages last December or who are hearing about supply chain issues this year.
If you’ve seen marketplaces like Etsy, eBay, and Amazon target shoppers who are experiencing the fear of late-arriving packages through creative campaigns like this one, let us know what they are and how they impact you as a seller.