Newegg is a popular online reseller of electronics, with a focus on computer hardware, including both external and internal components. The audience they advertise almost exclusively to are system builders (people who construct their own computers from a variety of aftermarket parts) and consumer electronics enthusiasts. Many of these system builders decide to build their own computers from scratch to try to achieve the optimum combination of price and power, so Newegg works hard to advertise their discounted merchandise as much as possible, sending out promotional emails almost daily to customers, this is just one of those many emails.

Newegg is very customer-oriented (for example they work hard to resolve any problems customers may have with defective products), and that comes through in their marketing material. Compared to Amazon and other companies, which focus their energy on customer analysis (often sending you emails about products similar to those you had looked at a day ago, which can be a bit unsettling at times), Newegg spends time making sure their marketing pieces are experiences, often throwing in a cheesy seasonal theme, pop culture reference, or other bit of wit into their advertisements. They understand that the audience they are marketing to is a well-informed about the hardware and devices that Newegg trying to sell, so they eschew fanciness or cleanliness in design, instead creating information-dense catalogues of accurate specifications (the page you see if you follow the “See All Deals” link, and also the link this post points to (click on the title)). Their argument is about as data-driven as possible; essentially it’s ‘buy our stuff because it’s cheap,’ backed by a great reputation of customer service and honesty in business.

This is marketing for people that want to be convinced by the numbers, not by the image. It’s not trying to create an image or lifestyle, it’s about getting the most bang for the buck. There’s no disclaimers at the bottom, besides the fact that the codes are valid until the 28th of September (and a little bit of small type about the Verbatim blank media deal). Their policy of connecting with customers is evident at the bottom, they list some social media connections, as well as their customer service phone availability, email address, and even a postal address to write letters to them! Amazon and Apple’s marketing emails have at least twice the small type at their footers, and they definitely don’t encourage you to get in touch with them. Newegg is pushing not only their electronics deals, but also their image as a company that cares.