From: Sephora Beauty InsiderSubject 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!
