Night emails from Myntra. But why?
So, I have been getting a lot of late-night emails(10 PM — 7 AM) from Myntra and I think the marketing team might have found that this particular timing maximized customer retention i.e. customers buy things.
This might fall under dark marketing practices for some consumers who sleep early and are woken up at odd hours due to email notifications.
But since I am getting so many emails at night means that a lot of consumers are shopping.
I had no idea that late-night shopping was such a huge market. I read a quote from Electronics retailer Currys PC World that in the last year, there has been a 10% increase in customers shopping between 22:00 and 03:00. (People are shopping till 3 AM 🤯 )
Then, I read a BBC article where an electrocardiogram technician Taia Johnston said “I sit there and save items in my basket and then online shop late at night, not sure why, but the most horrendous outfits suddenly look wearable around 11:47 pm on the model.”
Now late-night emailing makes sense since people are busy during the day with their daily obligations and bedtime is the quietest time for their noisy mind to get huge dopamine hits. When we are done swiping right, scrolling down, and double-tapping we receive a marketing email from our beloved shopping website.
Suddenly our interest is intrigued due to the new offers and we see no worry in looking at offers because these websites are designed with such craftsmanship that consumers' anxiety doesn’t even occur.
Words like Easy 30 days returns and exchanges, Try & Buy make consumers low their guards, and dopamine impulse takes over to click on “Place an Order”.
