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Category Archive: Multichannel Messaging
March 16, 2010
From: Fairytale Brownies Specials
Subject Line: Free Shipping...at your request!
Date: Monday, March 1, 2010
By now, most marketers understand that social media channels function like a user group of your most loyal or most outspoken customers. They talk amongst themselves, about your brand and sometimes even with company representatives. By asking the right questions and participating in the conversation, you can let these avid fans shape your promotional strategy for the benefit of your entire audience. That's why I love this Fairytale Brownies message; they participated with their social network and reacted by presenting the most requested offer... Free Shipping.
I also love that they didn't just react by sending a free shipping offer but instead made it clear where the conversation took place and where you as a customer can have a direct conversation with them. Notice the call-to-action for social media, "What would you like? Join the conversation." This shows much more dedication to the channel than the typical "follow us on..." that most marketers employ.
March 15, 2010
From: net-a-porter.com
Subject Line: What's new for you on Monday
Date: Monday, March 15, 2010 9:34 AM
In November, I shared my hesitations about NET-A-PORTER's designer preference-driven emails. I had been auto-signed up for Burberry designer updates because I purchased a Burberry ring, and was feeling relatively over-informed about Burberry products. Since then, I invested some serious time in selecting my true and varied preferences in NAP's robust preference center. Now, NET-A-PORTER is sending me some seriously relevant emails, and is making some serious cash off yours truly.
Basically, NAP sends me email messages so spot-on, it's like a personal shopper set up a dressing room just for me, filled with stuff I'm dying to try on. Not only do I open these emails, but I enable images, then wait for them all to download (all 2,660 pixels of them, in this case.)
No email comes too frequently and no email is too long if it's totally relevant to the recipient. In this case, it was the A.P.C. a-line denim skirt that got me.
Sidebar regarding shipping boxes: NET-A-PORTER's are beautiful, but Intermix's seem to be scented. An incredibly pleasant scent emerges when you open the box. Ah, package magic!
January 28, 2010
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!
January 21, 2010
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.
January 4, 2010
From: Zappos Subject Line: Toast The New Year With A New You! Plus, Get Free Shipping Date: Monday, January 4, 2009 Thanks to the social revolution of 2009, Facebook, Twitter and/or YouTube buttons have become fixtures in the footer or top nav of just about every email in the inbox. While some companies do indeed put together a social strategy, too many companies add the social factor simply because everyone else is doing it. They don't actually invest time, talent and money into creating a true social experience. What I L-O-V-E about Zappos emails is that they raise the bar by including a recent tweet from Tony their CEO. Now that's what I call delivering on the experience. Rather than simply throw in a "Follow Us on Twitter", Zappos creates content around the social experience by including a sample tweet. Very clever. Just wish it wasn't so buried at the bottom of the email.
December 21, 2009
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!
December 8, 2009
From: MGM Grand Subject Line: Tweet your sins for a free night at MGM Grand Date: October 28, 2009 Been meaning to blog about this one since... October 28. Don't let my tardiness in posting it tarnish the brilliance behind the idea. LOVE the clever use of Twitter here. The subject line absolutely draws you in and the fact that Las Vegas is involved makes it that much more tempting. Being the angel that I am, I confess that I didn't tweet my sins, so I can't speak to the total experience. However, I do think this is a really interesting approach to integrating social in a whole new way with your email program. On the best practices front, this email has some work to do, but the concept is sinfully genius.
August 28, 2009
From: Buckle
Subject Line: As Seen In...
Date: Thursday, August 27, 2009
From: Express
Subject Line: Weekend Ready!
Date: Friday, August 28, 2009
From: Sur La Table
Subject Line: We're on TV (Hi Mom!)
Date: Thursday, April 2, 2009
I've recently noticed brands taking the opportunity to promote their popularity by flaunting the "As Seen In" angle. I find the idea compelling - it's cool to see that the brand is established, can be trusted and is well-known/recognized by the general public. I mean, why do most girls' buy Coach purses if not because of the popular reputation? Other ways to achieve this same goal might be star ratings (with more than 10 reviews), TV video ads or even an image of a celebrity wearing/using the product.
It also creates a cross-channel experience for those who have seen the product elsewhere. I also have to say I love the Sur La Table subject line addition of "(Hi Mom!)." :)
May 28, 2009
From: giggle Subject Line: help us help you Date: May 28, 2009 If you ask giggle, my two cents could be worth $500! Thought this was a great incentive to get people to engage with the giggle site and start writing product reviews. Their creative is always fresh and clean, and they really do a great job of carrying their brand through every customer touchpoint, from the site to email to the store. Total Sidebar: Not sure it was intentional, but I love the Jerry Maguire reference in the subject line. Remember that scene? "Help me help you, Rod. Help ME, help YOU."
April 15, 2009
From: Perry Ellis
Subject Line: Realtime Style and Updates
Date: Wednesday, April 15, 2009
Perry Ellis goes all out in dedicating this email exclusively to social media. In order to receive any information on the special offer, you need to click through to Perry Ellis's facebook or twitter pages. Once there, you are able to view a variety of special offers, including promo codes, new arrival information and more. While the social media pages are interesting and include some great offers, I'm curious how this email performed since there was no direct consumer offer in the email itself. Whether you've added Perry Ellis to your network or not, this is a great example of using email to gather social media connections.
Social Marketing is the hot topic. But how are different companies incorporating it into their designs? Below are a few different examples of what people are doing.
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From: Sur La Table
Subject Line:
Become One Of Our Biggest Fans
Date: Thursday, April 9, 2009
Sur La Table dedicates
an email to introducing
their Facebook page,
pictured above.
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Yankee Candle Company, 4/08
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Betty Crocker, 4/02
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Petco, 4/05
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REI, 4/10
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Ann Taylor LOFT, 3/26
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Anothropologie, 3/29
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Gymboree, 4/05
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Buckle, 4/10
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Express, 4/10
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March 25, 2009
From: Starbucks.com
Subject Line: Celebrate the Seattle spring with cool jazz and hot coffee
Date: Friday, March 20, 2009
This year, folks have been talking quite a bit about geo-targeting and local messaging -- namely, doing more of it. Amidst that conversation appears Starbucks' "local happenings" mail, pictured here. They do three things that impress me:
(1) I received it on a Friday, which makes sense for a fun, event-focused message.
(2) They include events happening outside of Starbucks retail locations, which shows an interest in the community beyond the brick-and-mortar store walls.
(3) For those of us who live in Seattle, the subject line is meaningful. After months of rain, Spring is an incredibly special time in the emerald city.
Have you done or seen any interesting geo-targeted local messaging?
March 3, 2009
From: Lisa Harmon
Subject Line: Starbucks VIA™ Ready Brew
Date: Tuesday, March 3, 2009
If you didn't stop at Starbucks yet this morning, you may not have seen the window and in-store promotions for the new VIA™ Ready Brew. First of all, I can say that I've tried it and it's actually drinkable, and particularly useful in those moments when (a) you're up either earlier or later than your barista or (b) you've somehow magically found yourself in a place where there is no Starbucks within walking distance. Does that happen!? Anyway, consumer confidence being where it is, seems to me that Howard has made a super-smart move with VIA™. Go, Howard!
Only...where is the email announcement, Starbucks!? An email would have been the perfect marketing channel by which to announce the VIA launch, driving folks to the homepage - not to mention the stores - to check out the new single-serve "microground coffee" first-hand. Maybe we'll get one later today... I'll be checking ;)!
February 12, 2009
From: Lucky Brand
Subject: Facebook Fans Wanted
Sent: Wednesday, February 11, 2009 5:47:04 PM
Team Smith-Harmon just returned from the EEC’s Email Evolution Conference in Scottsdale, AZ last night. No doubt one of the biggest buzz topic was the relationship between social media and email.
Lucky Brand has recently increased the amount of emails they send. Yesterday I received this “Facebook Fans Wanted” email in my inbox last night. But what they didn’t tell me in the email was that once I went to their facebook page I’d get 20% off my next purchase. (Check it out if you need some jeans or $25 T-shirts!)
I suppose if I were literally a “fan” of Lucky Brand Jeans I would be interested in “friending” them on Facebook. Perhaps this sort of email is better served as a targeted message toward active and engaged subscribers.
I’d be interested to see how this email performed, I wonder if Lucky is trying to make it onto the Virtue 100 Top Social Brands for next year.
It seems like they are throwing everything in the book at me, but maybe it’s just because I’m paying attention.
November 6, 2008
From: Last, First
Subject Line: FW: pre-sell
Date: Wednesday, October 29, 2008
From: NORDSTROM
Subject Line: 40% Off or More! Half-Yearly Sale for Women & Kids!
Date: Wednesday, November 5, 2008
We love "The Nordstrom Way" over here at Smith-Harmon – so much so that we've all read the book. There is one anecdote in particular about the original Nordic Nordstrom back in the day, building a railroad through Alaska, that
really pumps up my Swedish pride :).
Beyond Alaska, Nordstrom salesfolks are known for building relationships. That's why I wasn't surprised to receive this personal email from an associate at the downtown Seattle Nordstrom Via C department (where you can find me trying things on more or less once a week!) From an anecdotal, personal perspective, it delighted me. It made me feel special to get advanced notice of a sale – like I was important enough to be notified personally. And I did go! I didn't happen to see "First Last" (her name has been blocked out to protect her identity!), and I didn't buy anything – the pre-sale stuff was...not hot. But this email absolutely got me into the store in a way that the batch-and-blast message – which arrived in my inbox a week later – never could.
Now, beyond personal and into professional: this is tricky. There is no unsubscribe on this email, and while a person could reply directly to "First Last" to say "no more messages!", the absence of unsub info is slippery. What do you think?
I'm also interested in the marketing department's control over these types of personal communications. I might have thought that the associate wrote this herself, but for the telling "FW:" in the Subject Line, which makes me think it's probably a boilerplate provided by marketing. This leads me to imagine a new type of personal associate/marketing department email fusion format, where "First Last" types up a note, which then appears at the top of a rich, graphical message, potentially featuring images of several pre-sell items I might like based on browse history or past purchase. I'd love to hear if any of y'all out there have tried anything like this. Or if you'd like to try it out, give me a shout! It would be fun to experiment with a new fusion format.
January 28, 2008
From: UrbanOutfitters.com
Subject Line: Urban Outfitters is coming to Seattle!
Date: Monday, January 28, 2008
Aw, thanks Urban Outfitters for the custom grunge greeting :)! That is rad. Is there a whole city skin library? I'd love to see what y'all came up with for your various store locations...
April 19, 2007
From: Built By Wendy
Subject Line: Who says a trash can can't make you smile?
Date: Thursday, April 19, 2007
We're all still dreaming up effective ways to link up the virtual and brick-and-mortar worlds. This Built By Wendy email is an interesting example of such efforts. Of course, you realize that alcohol consumption is proven to increase spending at a rate of 20% per drink. Just kidding. But probably not, right? Not a bad idea.
April 12, 2007
From: Williams-Sonoma Home
Subject Line: Free Gift from Williams-Sonoma Home
Date: Thursday, April 12, 2007
I see a lot of retailers struggling with how to use the email channel to drive traffic to brick-and-mortar stores. I think Williams-Sonoma Home does a great job here. The Free Gift promotion gives shoppers a reason to both visit and make a purchase.
January 3, 2007
From: anthropologie.com
Subject Line: A window onto a new year
Date: Wednesday, January 3, 2007
I like the use of color and texture here; how refreshing after way too many red holiday EDMs! But I'm wondering what kind of new year this photograph is a "window into". Is it beautiful or bleak? I'm feeling like the gal's chopped, unwashed hair, the hospital-style gown and the black leather couch are more "Girl, Interrupted" or even "The Ring" than they are dreamy or romantic.
On an unrelated note, I'm always excited to see the power of EDMs being leveraged to promote other channels. (In this case, catalog.) This is just another illustration of the obvious fact that online marketing is "the way of the future, the way of the future."
December 27, 2006
From: Barneys New York
Subject Line: Gorgeous Garmets for the Gloomy Months - In Stores Only
Date: Wednesday, December 27, 2006
Gorgeous garmets or not, Barney's can't spell! It happens to the best of us at one time or another, doesn't it? Thanks to eagle eye Megan Regard for catching that one!
October 2, 2006
From: Crate and Barrel
Subject Line: Join us for a store fall preview
Date: Thursday, September 7, 2006
From: Lacoste
Subject Line: Friends and Family
Date: Monday, October 2, 2006
As online traffic increases and brick-and-mortar retail store visits dwindle, retailers in home furnishings and apparel are leveraging online marketing to drive in-store sales. Here, Crate and Barrel and Lacoste try two different approaches: an in-store event, and a print-out coupon.
I am fascinated by the growing interplay between the virtual and "real" worlds of commerce. Just last week I saw an actual "I Bought it On EBay" retail location on Long Island, a la "The 40 Year-Old Virgin," and recently learned about the thriving marketplace of Second Life. "Residents of one of the Internet's most populous virtual worlds shop, attend class—even run businesses. Soon you may do the same." Read the story in Popular Science.
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