From: The Zoe ReportSubject 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 :)!
