Increase the Effectiveness of Your E-mail Campaigns With Rich M
TMG: The difference, in effect, is serving up a distinctly different image or set of images to each individual consumer?
Mack: You are then able to vary that dynamically.
Dahlgren: And to take it beyond that, because some people will say they vary the content already. What makes Scene 7 and rich media different is that you can vary print quality fonts. Take all of the advertising fonts you would utilize in a print ad or catalog and utilize them in the imagery or graphics or any part of that HTML e-mail to make the entire presentation more like the printed version. You can serve different images to different segments in an e-mail campaign, but each separate e-mail is unattached. Each e-mail is part of a different wave of e-mails. You're limited to Web style fonts. What rich media does is deliver that high style messaging in e-mail that you couldn't do before. We've gone as far as changing the pattern, fabric or material on apparel models in an e-mail. You can change all of the colors and fonts, as well as monogram onto a blouse a person's name.
TMG: How is that accomplished?
Dahlgren: We can pull that personal data from a spreadsheet or from the e-mail provider's CRM data.
The customer profile usually in the e-mail vendor's files includes first and last name. We just take the dynamic URL string and include it in the e-mail and tag the first and last name from the system. It's the same workflow you'd do if you simply were personalizing the subject line. You're just pulling the graphics and images from Scene 7's servers.
TMG: That makes sense for the personalization of a name or monogram. How does it work when you're serving different textures or sizes or types of products? Where is that information coming from?