The winner takes it all

The winner takes it all, the loser standing small. Or so the Abba song goes. And it’s true when it comes to online competitions.

Think about it, as an online retailer, how often have you emailed entrants to tell them they haven’t won? It’s a missed opportunity if you ask me—and Topshop agrees.

Here’s an email idea to steal: email everyone who entered your most recent prize draw but didn’t win a brief commiseration note. What’s in it for you? It’s a great excuse to communicate with customers who are clearly engaged with your brand and try to tempt them to spend some money with you.--MT