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Category Archive: Dynamic Content
February 25, 2010
From: The Zoe Report
Subject Line: TZR: Best Overall
Date: Thursday, February 25, 2010
Don't tell me that because your technology is limited or your staff is small that you can't achieve relevance. This Zoe Report email is a miracle of relevance, sans stated or inferred preferences.
It's true: the looks of the nineties are coming back. To get myself ready to re-embrace the era, I downloaded Season 1 of the original Beverly Hills, 90210, which I happily watch while I work out on the elliptical each morning. Anyway, this morning, circa 5am, Luke Perry made his first appearance as Dylan McKay, "Mad, Bad and Dangerous to Know," wearing (what!?) OVERALLS. Yes, overalls, with just one strap buckled. I almost fell off the elliptical.
So what appears in my inbox circa 7:47am? Yes, overalls, courtesy of Gaultier via Rachael Zoe. Despite her - er - debated flaws, Zoe knows what her market is obsessing about, and cover(all)s it.
Yes, advanced technologies and robust support teams are important parts of building an exceptional marketing program. But so is simply thinking about your subscribers and creating content that strikes a cord with them. I know that's something all of us can do, with just one strap buckled ;).
December 21, 2009
From: Mitch Stewart, BarakObama.com
Subject Line: A holiday video for Van
Date: Thursday, December 17, 2009
I have to give it up - Obama's stellar team of campaigners continues to impress. There has been a proliferation of personalized videos in the past few months such as Gap's Cheer Factory to Land's End's Big Boston Warm-up. Last Thursday, Obama sent me a holiday card and I LOVE IT.
These videos take personalization to a new level, placing dynamic content such as a name in different parts of video clips. This effect has such a great impact. I've gotten used to seeing my name in the email salutations, but not in a streaming video. Who doesn't like seeing their name on a card signed by the President?
Great job, Obama team!
November 25, 2009
From: net-a-porter.com
Subject Line: What's new for you on Wednesday
Date: Wednesday, November 25, 2009
Earlier this month I wrote about a positive experience with an email message from net-a-porter.com. While I maintain that their intention to message on favorite designer new arrivals is a good one, I have some reservations about the execution. I've been receiving emails literally every day highlighting relatively random (not email-worthy) Burberry product such as this mish-mash of sportswear.
It's a tricky balance. Moving toward systematic automation based on either stated or inferred preferences is definitely "the way of the future," but there's something to be said for the value of human input. I'm not sure that the net-a-porter.com merchandising team would have highlighted this particular "Cotton waffle-knit top."
Perhaps it's a simple matter of adding a "hot or not" flag that indicates whether a particular item should or shouldn't hit the inbox.
November 2, 2009
From: The Zoe Report
Subject Line: TZR: Straight To Jail
Date: Friday, October 9, 2009
From: net-a-porter.com
Subject Line: Lisa, see what's new for you this Monday
Date: Monday, November 2, 2009
Those of you who follow me on twitter know that one of the roughly twelve tweets I've ever actually produced was directed at Rachel Zoe, who "I die" for. If any of you email freaks are looking for a good niche newsletter with a super-distinct brand voice, subscribe to The Zoe Report. It's bananas. In any event, TZR is part of a positive two-piece digital experience chronicled below.
I received "TZR: Straight To Jail" on October 9 and promptly purchased the Burberry "Barbed Wire Ring" - because who doesn't need one of those - from net-a-porter.com. For those who haven't shopped net-a-porter yet, you should, if only because they send your purchases in such beautiful matte black boxes. In any event, today, roughly three weeks later, I received "Lisa, see what's new for you this Monday," which (amazing!) included both my name and the day of the week in the subject line. The content was targeted to me based on brand affinity - Burberry. I live in my trench, but I don't want to be profiled a Burberry-lover - it's more the category (costume jewelry) - than the brand that's my thing. So I like that they offer the option to "EDIT YOUR DESIGNER PREFERENCES" right at the top of the email message. Now I can get emails about Philip Lim and Lavin all day long.
Go, preferences :)!
October 6, 2009
From: ENTERTAINMENT WEEKLY Magazine
Subject Line: AMY, welcome to our EXCLUSIVE subscriber program!!
Date: Monday, October 5, 2009
This email failed on many levels. Overlooking the lack of design, the first thing I noticed was the single graphic: a Rush Hour 3 movie poster. Immediately I was confused why I was being emailed about a movie that was released over two years ago. When I read the copy it went on to mention even more movies that were long passed. The idea was to get me to register for an Advance Screening Program and was using these, out of date movies, as examples of the types of movies I could be seeing with this program.
Relevancy is VERY important in email to pull in subscribers. Would it really take that much time to update one image and one line of copy to make this offer more current? Sadly, this wasn't the end of my disappointment... as a fan of movies, this is an offer I potentially might be interested in, however, they failed to provide any type of link to actually register which was the entire point of the email.
If I had to think of something nice to say about this email, at least they took the time to include my name in the subject line and email. Although their subject line does "welcome" me to the program which sounds more like I'm already enrolled rather than an offer to sign up.
August 21, 2009
Setting aside the fact that Whole Foods is probably not the most economical place to shop, I still feel somehow healthier when I buy my food there. I just signed up for their emails yesterday, and while the Welcome letter was a little boring, I'm loving their newsletter! Here's what I heart about it: Preheader: Althought it's a bit wordy, the fact that they have a
preheader is a step in the right direction. I do think they could
streamline it a bit and still get the messages across. Relevancy : The Renegade Lunch Lady is a perfect feature story for back to school. Even if the meals she's suggesting are more what Claire would eat vs. Brian (that's a Breakfast Club reference BTW), the idea is timely. Plus they include links that go directly to the recipes, which makes life easy for busy moms. Dynamic Content : Love the fact that they were able to populate the "What's on sale?" story with the deals for my specific Whole Foods store. Hint: they could do that because they asked me for my zip code when I signed up for their emails. Recipe Reviews: This is a smart way to bring me into their community and encourage me to try a recipe as well as write a review. Smart Design: They really broke up the content in any easy to digest way (pun intended) and maximized the right rail.
May 21, 2009
From: Twitter Subject Line: wyatt seipp is now following you on Twitter Date: May 21, 2009 From: Facebook Subject Line: Kendal Burrell confirmed you as a friend on Facebook Date: May 10, 2009 Yes, I have a Twitter account and I guess people are following me. What that means I haven't quite figured out yet, and I think it requires that I start doing something. But, I'll get there...at some point. What I really want to talk about is how much I appreciate Twitter adding a little life to their triggered messages. I get that these emails need to be easy-to-read on a mobile, but does that have to mean boring old type without any color? Couldn't Facebook at least add the profile pic of who confirmed my friendship? Thoughts? Anybody? Anybody?
May 14, 2009
From: Safeway
Subject Line: LYLA, your top 4 Club Card Specials plus Big Savings inside!
Date: Thursday, May 14, 2009
A while back (Thanksgiving 2008), I got mad at Safeway.com - they charged me for about $50 worth of stuff that did not arrive with my order, and then it took me the hassle of at least 6 phone calls to make sure that my account was properly credited. I've been boycotting them ever since, but I've really cut off my nose to spite my face... having your groceries delivered right to your front door is an awesome thing - especially when the alternative is schlepping two toddlers to the grocery store and then parking the car back home and getting the kids and the groceries up two flights of stairs in an urban environment. OK, that's enough about my self-imposed hardships of city living. :)
This Email got my attention with the headline addressed just to me! I got my hopes up perhaps a little too high... with "LYLA, your top 4 Club Card Specials plus Big Savings inside!", I thought maybe they had been tracking my orders and really knew my top 4 Club Card Specials: Huggies, Goldfish Crackers, Cheerios and Fig Newtons. (Of the 4 they listed, I've only ever bought, or would buy the cherries). So I'll give them credit for the personalized headline, but overall the Email could have been better if it were dynamic with products I have purchased in the past and if it were addressed to me directly instead of "Dear Club Card Member".
May 6, 2009
From: Crate and Barrel Subject Line: 1,2,3 ways to save on select Wusthof and Shun cutlery Date: May 1, 2009 If you're into knives (or should I say cooking 'cause just being into knives might be a little creepy) then you'll know that Wusthof and Shun are on the cutting edge (pun intended). I love how Crate and Barrel turned a simple knife sale into something fun, interesting, clean and simple. And the texture with the lettuce at the bottom is simply gorgeous. Plus, they always have that dynamic store location in the footer. Guess they are the sharpest knives in the drawer. Okay, enough puns for one day...
From: JCrew Subject Line: Your password has been updated Date: March 26, 2009 They most certainly can. Check out this fun password change request from JCrew that I found in my archives. Talk about jazzing it up with some personality. Bravo.
March 31, 2009
From:Toys "R" Us
Subject Line: Product Recall: Infantino, Lil Chef Set
Date: Monday, March 16, 2009
Since signing up for Toys "R" Us emails a few weeks ago, I've received four different messages like this one, telling me that the store records show I've purchased something that's been recalled. Funny, because I can't remember the last time I purchased something from Toys "R" Us, and certainly none of these products. I don't really know what's going on here. On the one hand, it's great that Toys "R" Us is using email to spread the word about product recalls (and the emails look pretty good!). On the other hand, though, their records are not tidy. If they aren't sure whether or not I've purchased the product mentioned and are just playing it safe, then they should say so. I can imagine a busy parent being unable to remember whether or not they purchased the mentioned product, which could cause unnecessary concern. Getting so many recall notices is not only annoying, but it could harm the subscribers' trust in the store.
November 21, 2008
From: Sephora
Subject Line: 1 box, 10 gifts.
Date: November 16, 2008
I L-O-V-E Sephora's version of last year's Elf Yourself. Talk about creative. From start to finish, it's a seamless experience that even the most tech-challenged girl can navigate with ease. Here's the skinny: After you've uploaded a pic of yourself, you go through a series of steps where you outline your eyes, mouth and face shape. Sounds complicated, but trust me, they've made it blonde-proof. (It's okay, I can say that because I'm a blonde.) Once you've finished with the outlining, the real magic begins. Within seconds, you have four fun and fabulous looks to choose from: Smokey Sugar Plum, Merry Berry, Santa's Little Temptress and O, Tannen-Babe. It's your face all glammed up in four festive ways, complete with eye shadow, mascara, gloss and more. All that's left is for you to add a personal message and send it on to your fellow glamour gals. You'll get a sweet little email that lets you know your Mistletoe Message has been sent, and best of all, the savvy team at Sephora includes a promotion code in the confirmation email for a free set of lashes or a sample size of Sephora Lip Attitude with any purchase. Simply brilliant.
Want to see my Mistletoe Makeover e-Card?
Check it out here.
October 14, 2008
From: Crate & Barrel
Subject Line: Hurry...Free Shipping on bedding ends 9/30.
Date: September 25, 2008
From: Pottery Barn Kids
Subject Line: Dress Me Up - Our Exclusive Dolls Are Here!
Date: October 14, 2008
Let's take a minute to talk about store locators. Here's the deal: Email not only drives traffic to your website, it also drives traffic to your stores. In fact, companies with the ability to track their email subscribers' in-store purchases have the numbers to prove it. This is why including store information in your email is a slam dunk. Not only will it help drive sales, it also adds dynamic content, personalizes your message, and reinforces your subscribers' customer service experience.
My favorite execution is by Crate and Barrel. They include a banner at the bottom of each email they send me, with copy that reads: We're in the neighborhood. 155 Stockton Street, San Francisco, California. First, I love the friendly approach. Second, I love the click-through experience even more. When I clicked on the copy, I was taken to their store locator page on their website, complete with a map and a photo of the Union Square store. Nice touch.
Pottery Barn Kids also included a banner in their latest email, but the payoff wasn't quite as streamlined as the Crate and Barrel experience. At first I was impressed because they included a zip code field, which is a cool idea in theory. However, after entering my zip code, I expected to be taken to a page with a listing of all the stores in my 'hood. Not the case. I was taken to their general store locator landing page and asked to input my info again. The idea is there, they just need to work out the details.
If nothing else, adding store location information might be an interesting test to throw out there for the holidays, especially if you have exclusive in-store only merchandise you want to promote. If you know where your subscriber lives, you can recommend a specific store location, a la Crate and Barrel. If you don't, you can use a default message that takes your subscriber to your store locator page.
September 12, 2008
From: Sephora
Subject Line: Rate. Review. Win!
Date: Thursday, September 11, 2008
See the email >
Some of you might have already seen my EEC blog post about Customer Reviews. I'm psyched to see Sephora doing such a great job kicking off their Customer Review effort. Deep thoughts:
(1) I love that they've branded Customer Reviews "kiss and tell." This is a cute way to make the feature feel special to Sephora.
(2) I'm laughing that they chose Dior DiorShow Mascara as the featured product, as I've been seeing it promoted everywhere lately and was just thinking this morning, as I applied my Chanel Inimitable Multi-Dimentionnel, that I needed the Dior. I like the Chanel, but for some reason I seem to poke myself in the eye with the wand much more than any other mascara I've had before. Or maybe I'm just not getting enough sleep and my motor skills are suffering because of it.
(3) It's smart that they incentivized review creation with contest entry.
(4) It's even SMARTER that they actually fed a product I recently bought into the mail. Yay for dynamic content! I'm not sure that Gift Certificates merit review, but who really cares? I'm happy enough to see Sephora bringing relevant, personalized elements into their email.
(5) I appreciate that - because the primary message won't drive many dollars - they included two sure-thing secondary messages in this mail: Free Ship and Best Sellers.
OK, last thing: I heard that Sephora employees are only allowed to wear red, black or white on-site, and that if they want to park their cars in the company lot, they must have either a red, black or white car. Is this actually true :)!? Friends at Sephora, I am curious! Do tell!
Happy Weekend!
August 22, 2008
From: Old Navy
Subject Line: Time to Play Favorites
Date: July 31, 2008
In keeping with the theme of this month's Smith-Harmon Loveletter, I want to take a minute to talk about preference centers. Personalizing the inbox is no longer as easy as just including a Dear Jane as a greeting to your email or adding a name to your subject line. These days if you really want to deliver personalized messages that stand out in the inbox, you have to find out what your customers want. And you do that by building out your preferences center. Find out what interests your subscribers and you'll be better able to deliver the right messages to the right people. Piperlime includes a banner that's dedicated entirely to preferences in every email. Pretty cool, right? Only problem is that the landing page felt like they were trying to get me to sign up for more Gap Inc. emails vs. finding out what interests me. I was hoping for questions about my age, shoe size, fave colors, sense of style, etc. etc. Taking a giant leap, Old Navy actually dedicated an entire email to finding out what interests their subscribers. I was excited! Unfortunately their pref center landing page was as sparse as Piperlime's page. When I clicked-through, it simply asked me if I wanted info on Men's, Women's, Plus-Size, etc. clothing. Nothing else. Oh wait, it also asked if I wanted to sign up for more emails from any other Gap Inc. brands. Wish they'd asked me about my favorite colors or personal denim style. Or maybe at least what age bracket I fall in! It comes down to this: The more you know about your audience, the more you can personalize the message. Check out Sephora's Beauty Insider profile experience to see a really cool pref center in action.
July 25, 2008
From: Sephora Beauty Insider
Subject Line: PERK ALERT! Stila's New Palette. Beauty Insiders Only.
Date: Sunday, July 20, 2008
See the email >
Some of you might have already seen my EEC blog post about Sephora. They are doing a fantastic job with their email program, and this particular message highlights three of their key successes:
(1) Exclusivity: The "Beauty Insider" program truly offers members perks and products that don't go out to non-members, like this Stila Eye Shadow palette.
(2) Personalization: They're messaging me on Combo Skin and Brunette-specific products based on choices I made in their profile preferences center. And they're doing it in a way that feels glossy and on-brand, not auto-generated and boiler-plate, which is what a lot of the more upscale brands worry about when we start to talk about dynamic content.
(3) Recognition: Dude, they know that I tired the Lumedia Facial Brightener. OK, maybe it's a little scary, but at least they're acknowledging me and my choices as a consumer...Holy cow, that is a heck of a lot more than most batch-and-blast retailers out there can say.
Happy Weekend!
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