Increase the Effectiveness of Your E-mail Campaigns With Rich M
Dahlgren: If we were going to do dynamic fabrics and surfaces or change the view of a product, those images come from out servers as well. Materials, graphics and the information we need to pull those images together would come from our servers. We'd overlay them dynamically onto the imagery and serve it in the e-mail via the URL string.
TMG: And the retailer provides you with the customer information that's used to create that dynamic imagery?
Dahlgren: That's right. They'll create the business rules. Typically how you'll start a personalized e-mail campaign to begin with is by deciding how you want to segment. You decide which products and services you want to deliver to those segments. Based on that, if Scene 7's servers are needed to deliver that content, the marketer gives that information to us and we put it all together.
TMG: How widespread is this? What's your sense of how many e-tailers, catalogers and marketers are using rich media?
Mack: At this point, it's really only the visionaries who are doing it. It's high-level stuff. I think the broad set of retailers are taking the lowest effort path now. They're sending more and more and more e-mail. And that can work for a period of time to increase sales. But because everyone is doing it, it's going to accelerate the demise of that sort of behavior. It's like what happened to banner ads in the late 1990s. They were popping up everywhere, and they weren't that relevant. Consumers began to screen them out, and click-though rates went from 5 percent to fractional.
Dahlgren: Jupiter Research released some information about this. Of the top 175 retailers only 5 percent were personalizing the name, and they were just sending out mass campaigns. It wasn't in a rich media fashion either. It was just in the subject line. And there was just one big HTML graphic.