From: Pottery Barn Kids
Subject Line: From Me To You.
Date: Saturday, November 8, 2008
From: Eddie Bauer
Subject Line: An important message regarding Eddie Bauer gift cards.
Date: Monday, November 24, 2008
From: Pottery Barn Kids
Subject Line: You're Invited
Date: Tuesday, November 25, 2008
Dear Reader:
While not quite as "personal" as an email sent directly by an actual sales associate, I'm interested in Pottery Barn Kids' and Eddie Bauer's efforts to "personalize" communications using a letter format, particularly with regards to difficult, fear-assuaging messages such as – in essence – "times are tough, but shopping is an expression of love" and "don't listen to what NPR says, our gift cards are A-OK". I'm curious about your thoughts with regards to this "me to you" style-communication. Have you tried it? What were the circumstances under which you sent this type of message? What type of response did it elicit?
From me to you: Happy Thanksgiving! Have a fantastic holiday. Go buy some gift cards ;).
Lisa Harmon
Principal
Smith-Harmon, Inc.
