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  • June 15, 2006

AM Inbox: Asking subscribers to vote for the next free gift

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Spiegel, 6/15, 5 am — Hurry: Special Offer to Save 20% Ends Today!
Fostering a dialog between itself and its customers, Spiegel has asked its subscribers to help it choose its next free gift offering, saying: “We’ve noticed your great sense of style, so we want you to help us pick our next free promotional gift. When you vote, you will enjoy 20% OFF your next purchase of $50 or more! It’s easy to vote…just click on your favorite style and you’ll receive your discount code. Hurry, offer ends today, June 15, 2006!”

Spiegel then allowed subscribers to vote for one of the following: a metallic-trim suede tote, leather-trim tote, leopard-lined tote & makeup bag, intricate silvertone watch or three-pocket contrast tote. We threw our support behind the metallic-trim suede tote – accidentally. We wanted to look at a bigger image of the bag and perhaps get some product details, so we clicked on the image of the bag, and not on the Vote button under it. It turns out that the Vote button area includes the image of the bag. If other subscribers make the same mistake, then the metallic-trim suede tote will surely be a big winner.

Anyway, in exchange for helping Spiegel offer a gift that more of its subscribers want (hopefully), we were rewarded with their thanks and a discount code good through 6/15/2506, midnight EST (although we assume that was supposed to be 2006, not 2506). It’s a nice win-win campaign that tells subscribers that Spiegel cares what they think, and tells Spiegel what gift item subscribers are most excited about. If Spiegel is able to do one-to-one marketing, we should soon receive an email promoting the metallic-trim suede tote as a free gift; if not, then majority rules and the follow-up campaign will be less successful than a one-to-one response but much more successful than an educated guess about subscribers' taste.

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