From: BlueflySubject Line: You Have Credit In Your Account + EXTRA 15% OFF Everything!
Date: Monday, December 14, 2009
Free money at the holidays! Who doesn't love that? Right in the middle of my holiday shopping frenzy, I was sent this email from Bluefly. What a perfect example of how minor segmentation (and what I assume was minimal effort) can drive major results. The versioned subject line reminding me of a credit caught my eye and made me do a double take on an email that I usually ignore (does anyone really read their Bluefly email EVERY day?). Once I opened the message I noticed a simple banner that reinforced the credit messaging.
I think most marketers feel that segmentation is a big, complex strategy that they don't have the time for or the data to tackle. Bluefly shows us that segmentation can be achieved with a simple version of the subject line and one small banner at the top of a regular campaign. No major data and RFM modeling required. Just simply pull a list of customers who have money to burn and watch the revenue come in.
Well done, Bluefly! Now the big question is do I spend the extra money on buying gifts for others or myself?
