Increase the Effectiveness of Your E-mail Campaigns With Rich M
TMG: Are the companies doing personalization with you going very deep with it? Going beyond just the name and playing with different textures and products?
Mack: Where companies are going above and beyond are in picking out personalized product. One of the most successful campaigns was one by Lenox during the 2004 holidays. They had an ornament on which you could inscribe your initials. You'd actually get an e-mail with the hero product, the ornament with your initials on it, above the fold. There was very little copy. You'd see exactly what that product was going to look like before you bought it.
Williams-Sonoma did a similar thing with a Mother's Day promotion with your name stitched into an apron. It goes beyond the power of a burst or a graphic overlay or something else that typically draws the consumer's eye to a promotion. They actually varied the product attributes so you got a product that was of interest to you.
There's another example I use that was done by Illuminations. They have a pretty straightforward product line. You wouldn't normally think of the line as something that would blow you away physically. What they did was launch an e-mail campaign related to a primary product in which they thought you'd be interested. They may know that you like lavender candles, for instance. They'd also show you accessories, like candle holders. The kicker is that they showed you only candle holders for candles which you've purchased in the past. They put an assortment of images above the fold. And they knew what kind of shopper you were as well. Were you online shopper, a store shopper or a catalog shopper? They would then vary the graphic related to the promotion you were getting in the e-mail. This was a very powerful way to create relevance; the customer was given an assortment of products that were selected specifically for her. Each consumer arguably got a different set of images, depending on what was most relevant to them.