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  • June 4, 2009

Alert: Target testing localization of email messaging

Target is in the early stages of testing localization in some of their emails, personalizing the content with information from their local store. For instance, the emails feature the name of the subscriber’s local store in the header, complete with the store’s telephone number and store-specific links to its clinic, photo center and other departments.

The store’s name is also included in the subject line. For example, the subject line of the May 31 email included below was: “New this week: Check out the deals at your Edina Target store.” Early test results indicate that localization in the subject line is more powerful than name personalization, where the subscriber’s name is included in the subject line.

Target bases their location targeting on each subscriber’s preferred store (where they spend the most money) and defaults to zip code when that information is not available. Eventually, Target plans to go beyond localization to the personal level to help subscribers make their next store visit.

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