From: Red Cross
Date: Monday, January 15, 2010


On January 12, 2010, Haiti was struck by a devastating earthquake that not only shook the island but people across the globe. Within days, many organizations mobilized to collect donations. The Red Cross partnered with the Mobile Giving Foundation and First Lady Michelle Obama to launch an incredible mobile campaign.

Within three days of the earthquake, the Red Cross generated over $8 million in donations via texts at $10 per transaction. More donations were generated via short codes as other organizations launched their own mobile campaigns.

All marketing channels were leveraged to generate historically significant totals. Through websites, music sales, benefits, telethons and texts, organizations quickly organized to drive one the most focused and successful campaigns in history. Success was driven by three key components: low donation thresholds, ease of donation through mobile partners and cross channel efforts that amplified the message.

Donors were presented with options to receive updates on how their dollars were spent. Subscribers connected to the event through updates and news that drove continued contributions. To date, donations to help Haiti exceed $528 million. What an amazing feat!

From: HP Home & Home Office Store
Subject Line: Your HP Home & Home Office Store Deals - Week of January 4, 2010
Date: Monday, January 4, 2010

From: HP Home & Home Office Store
Date: Monday, January 4, 2010

While I know a few senders already have begun to take advantage of the power of using their email lists to build their mobile contact lists, I still get excited when I see an example in the wild. Like most consumers, I'm not eager to get text messages for promotions on my iPhone. I don't mind receiving timely and relevant alerts for specific reasons, but for this message from HP, my excitement quickly turned to skepticism when I tried to provide my details.

I clicked on the image based form on the landing page to enter my mobile number, however, that was the only requested data point. The fine print reads "As a member of the HP Club you'll receive a maximum of 4 messages a month", which doesn't sound very customized or alert based to me. Without any chance to provide other details to HP like my name, email address (both could be populated from the email click saving time and ensuring data synchronization) printer type and typical usage, how can they possibly send me a relevant and timely alert when my ink is low?

As we continue to build cross channel programs and lists throughout 2010, we need to keep in mind one of the key lessons learned from the email channel -- consumers want meaningful choices and control of where and how they receive messaging from marketers. Respecting these choices builds stronger performing programs with more engaged recipients.

From: Victoria's Secret
Subject Line: Our Way of Saying Thank You: Special In-Store Offers.
Date: Wednesday, November 25, 2009

From: Victoria's Secret - Facebook
Date: Wednesday, November 25, 2009

From: Victoria's Secret - SMS
Date: Friday, November 27, 2009

Victoria's Secret is leading the way with their strategy for integrating cross channel campaigns to engage their audience at multiple touch points. Case in point, their Black Friday free bag giveaway message was delivered via email, mobile and social. However, in order to be successful, great strategy needs to follow through with great execution. Timing is everything and their timing was off.

Their email should've been a specific Black Friday reminder. The email was sent out Wednesday and included offers for the whole weekend. It's important to map out the timing of your marketing messages against the timing of when your customers are shopping, while also giving them enough time to plan in advance if the call-to-action is a retail store.

Once I received their SMS message, I was already done with my shopping for the day. Don't they know that people start lining up at 4am to get the best deals and by noon most people are back home taking a nap? As for Facebook, they should've talked about the in-store offer for Black Friday, not the Fashion Show. I realize they posted content on the 25th, but a reminder on the 27th would've been more important than the Fashion show, which was several days later.

Overall, they need to close the loop. The SMS link does not take you to a mobile site, nor do they have a mobile store app. There are also missed opportunities with the email and Facebook pages - both are prime locations to encourage mobile sign up, but the only place I could find mobile sign up was on their website. (I understand they do have in-store signage but I've never seen it - and I shop there often).

A great cross channel strategy will only get you so far - the key is making sure the execution ensures the success of the campaign.

Blogger's note: Hours after I finished this blog post, I received an SMS message that Victoria Secret has now launched a mobile website. Glad to see they're headed in the right direction!

From: Apple Business University Village
Subject Line: Snow Leopard Event at the Apple Store
Date: Thursday, September 17, 2009

This message is interesting to me for two reasons. No, three:
(1) I like that it's addressed to me as a business owner. Wow - the folks over at Apple know me after I spent tens of thousands of dollars on computers at their store with the sad little 5% discount they give high-volume business purchasers! No, but seriously, I appreciate being spoken to in a way that's relevant to me.
(2) This message is really skinny. The main letter body is just 382 pixels wide. I'm thinking it's because it's going to me - a business person - who they are assuming has an iPhone and checks their email on it. I'm imagining that they designed for the iPhone screen. What do you think? That's pretty cool.
(3) If I could be any animal, I would be a Snow Leopard, hands-down. "...Powerful and refined...?" That's a kick-ass animal.

From: Starbucks.com
Subject Line: Turn your iPhone˙ into your Starbucks Card
Date: Wednesday, September 23, 2009

OK. I saw this and was like, "Is this not the moment we've all been waiting for?" It's basically the holy grail. To be able to pay for your Americano with your iPhone is every aspiring upper-middle class marketing manager's dream, right? Right?

Major letdown: "Find out more about which stores are accepting mobile payment here" leads to a store location page with no information whatsoever about which stores in particular accept mobile payment. Hel-LO!? How totally annoying. Considering the integrated email-to-landing-experience path is becoming more and more of a focus here at Smith-Harmon, and clickthrough moments like these are just one of the reasons why it needs to be more of a focus industry-wide.

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?

From: introducing our first ever crewcuts catalog + free shipping
Subject Line: J.Crew
Date: Friday, May 1, 2009

I am all about beauty and brains.
This image has both.
(1) It's delightful with sorbet colors, chalk swirls and jungle animals.
(2) It tells a story: this girl is sitting on her brothers' skateboard in her SoCal driveway. Those are his jungle animals. Those are her chalk drawings. She's so proud of her jewels and her tutu.
(3) It sells: the accessories, the clothes and the shoes are unmistakably crewcuts, and will make your kids' life - and your life - as smooth as strawberry sorbet.

This email message also includes a "View this email on a mobile device" link. For the uninitiated: for now, this is how a "mobile version" should look (at right.) Simple to do, right? Go for it, all! Only I think J.Crew is being a little too eager putting the mobile link as the first element of the preheader. I'm interested in what portion of audiences are clicking on this link from brand to brand. Have any input for us?

I would probably dress just like this every day if I could, only none of you would take me very seriously ;).