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  • July 23, 2012

AM Inbox: Increasing relevance and frequency with loyalty programs

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Sephora, 7/21 — Want an upgrade?
There’s been a lot of talk in the industry about sending fewer emails to less engaged subscribers and more emails to your most engaged subscribers. In addition to looking at engagement metrics like opens and clicks, another way to gauge subscriber interest is to offer a loyalty program. Customers that join are indicating that they more interested than the casual subscriber, and therefore open to more frequent communications. But loyalty programs also present retailers with a great opportunity to learn more about a subscriber through a sign-up form or profile form. This new information can be used to increase the relevance of messages in tandem with the increase in message volume. Sephora does a masterful job of this with the Beauty Insider program. Emails like this one promote the benefits of the program while also highlighting information that they don’t have that they’d like to have to better address your needs.

July 21, 2012 Sephora email

Cooking.com, 7/22 — Sneak Peek: What's Coming Up for Cooking.com?
Cooking.com announces to subscribers that they’re relaunching their website. They share a screenshot (which is nothing radical) but don’t share any other details. I’ve seen a few retailers in recent months try to build some anticipation for website redesigns and they’re always so short on details that I’m not sure they really build any interest. Retailers are probably better off waiting to do a real announcement where they can spell out everything that’s new and then use banners in subsequent emails to remind subscribers about the redesign, with each banner focusing on a new benefit, like better search or larger product images.

July 22, 2012 Cooking.com email

Target, 7/22 — 7 DAYS, 7 DEALS: Celebrate the start of summer Cyber Week
After promoting “Black Friday-like deals” last week (see July 19 AM Inbox), Target naturally follows up with a “Cyber Week” campaign.

July 22, 2012 Target email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kmart, 7/20 — Ace your Back to School and Back to Campus shopping with Kmart
Dell, 7/21 — Start school with a new TV, camera or printer.
Toys “R” Us, 7/21 — Free Lunch Kit Offer, Crayola BOGO & More!
Walmart, 7/20 — Back to school groceries at stock-up prices!
Sony, 7/20 — ACT NOW | Huge Savings On Back to School Laptops | $500 off HDTVs + More Incredible Deals
Oriental Trading, 7/21 — Save 70% for Back to School - Free Shipping + $5 off
JCPenney, 7/20 — Free Kids' Haircuts Plus 1000's Of Markdowns
Cooking.com, 7/20 — Wanted: More Counter Space
REI, 7/20 — What Kind of Backpacker are You?
J. Jill, 7/21 — Your summer two-piece (no swimsuit required) + free shipping on $100 or more!
Norm Thompson, 7/20 — We'll make it easy for you - here's your press pass | $3.95 Shipping [promoting no-iron shirts]
Abercrombie & Fitch, 7/22 — Now you can use PayPal in stores to get all the hottest styles!

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