Recently in Multichannel Messaging Category

In April of last year, Facebook launched Facebook Studio, a site showcasing the innovative ways that marketers use Facebook to support clients' business initiatives. As the site puts it, Facebook Studio is "a place to celebrate the agencies and marketers that are driving business growth through real connections and authentic conversations made possible with Facebook."

The Gallery makes it super simple to find sample campaigns, featuring a library of examples that are sortable based on filters like industry, target country, and Facebook features used by a given campaign.

And the Learning Lab is a helpful resource to reference when trying to understand the various tools & products available on the Facebook platform.

What a great resource for marketers! I'm really excited to be able to use Facebook Studios to find stellar case studies for client presentations, and I'm even more excited to have a go-to site for cross-channel inspiration.

Plus, how cool would it be to see your own work featured in the Spotlight?! Something to aspire to...

» Explore Facebook Studio

With display advertising spend estimated to almost triple in the US over the next five years from $10 billion to $27 billion, almost every marketer is allocating substantial money and time to this area.  However, most display advertising efforts have been focused on branding and anonymous acquisition efforts, not CRM.  But why is that?   Many factors are in play, but the simple answer is that there has been no easy way to achieve the personalized one-on-one type of communication achieved with permission based email with display ads.

Mostly, the challenges have been around how to find a company's customers among the hundreds of millions of anonymous users on the Web, and how to serve ads to just those users instead of buying large anonymous user segments in hopes that they contain some of the target customers.  Other issues for marketers have been how to coordinate display ads with other marketing messages, and responsibly manage user privacy in an age of data-driven marketing where both users and regulators are highly sensitive to how marketers use customer data. 

In September, Responsys rolled out its new display offering called Relationship Retargeting, which enables marketers to reach customers with display ads as part of their relationship marketing programs. It provides relationship marketers with vast new opportunities to improve reach and frequency of touch, while augmenting the value of messages from existing channels such as email and mobile.     

By tightly integrating marketers' CRM data, user cookies, ad servers and ad exchanges, Responsys has opened up a powerful new channel for relationship marketers.  However, it also took significant evolution and maturation of the industry to make this happen. Display advertising technology has evolved rapidly in the last three to five years, making one-to-one marketing not only possible, but a highly effective way to reach customers and known users. We worked hard to make this happen, but to be fair, we were also the beneficiary of a market that is finally ready for this type of marketing. Some of the key industry evolutions include: 

Emergence of Real-Time Bidding (RTB):  The availability of real-time bidding on the ad exchanges allow marketers to target and bid for impressions at the user-level.  With over five billion daily impressions available via RTB, marketers can now reach their customers at an individual level without buying millions of other unknown users in the process.

Making 1^st party customer data available for targeting:   Most marketers have rich customer data from both online and offline interactions that drive their email and direct mail marketing programs.  However, marketers increasingly see this data as a scalable asset that should be leveraged across other channels, including social, mobile and display.  Working with their email service provider or data management platform, marketers have undertaken efforts to make this data actionable for other online channels and make every customer interaction, whatever the channel, intelligently data-driven.

Standardizing and self-regulating use of cookies and Personal Identifiable Information (PII) :   Cookie'ing users is easy, and tying that cookie to rich user data is far more manageable than it was just a few years ago.  However, communicating with users based on what marketers know about them require the marketer to responsibly manage and protect the user data.   The Network Advertising Initiative and the Digital Advertising Alliance have done a great job implementing industry-wide self-regulation that provides data transparency and the opportunity for users to opt-out. 

This is a great time to be a relationship marketer, as the advances with display are exciting and quickly evolving.  However, there are also lots of issues to understand and consider when it comes to display, and this will be the first of many blog posts that examine what display means for relationship marketing and how to best take advantage of this new power channel.  

In the meantime, I suggest you check it out for yourself....

http://www.responsys.com/suite/display.php

From: Zipcar
Subject Line: Zipcar Satisfaction Survey
Date: Monday, August 22, 2011

From: Decipher Research
Subject Line: Virgin America invites you to share your thoughts about your recent flight!
Date: Wednesday, August 17, 2011

From: Decipher Research
Subject Line: REMINDER: Virgin America invites you to share your thoughts about your recent flight!
Date: Monday, August 22, 2011

While I appreciate the idea behind Customer Survey emails, I find myself annoyed when I receive them if they aren't well-executed. These two examples from Virgin and Zipcar recently came to my inbox, and while they are both super-simple in execution (plain text and HTML light respectively), the tones are very different from each other, and only the Zipcar email compelled me to follow through. (For professional purposes I actually attempted both surveys, but more on that later)

The email on Virgin's behalf sent by Decipher Research could take a few lessons from the Zipcar email.

• The sender: Zipcar's email was sent by Zipcar vs. Virgin's email was sent by a 3rd party, which feels slightly off-putting to me. I know, trust and respect Virgin as a brand, but previously knew nothing about Decipher Research... and the email was signed off by "Hall & Partners, research partner of Virgin America". Again, I don't know them. (For the record, I am a huge fan of Virgin's regular email program)
  
• The subject lines: Zipcar Satisfaction Survey vs. Virgin America invites you... Zipcar's is short and very to the point. Virgin's is longer than it needs to be, and by using the the word "invites", I got my hopes up that there might be some sort of offer or incentive. Also the REMINDER in all caps for the second send bothered me... Don't shout at me! Why didn't you take the hint I don't want to complete your survey the first time?!
  
• The greeting: Dear Customer vs, Hi Lyla. I appreciate the personal greeting from Zipcar. 
• The general tone and content: all business for Virgin vs. casual and friendly for Zipcar. Again, the bolding and underlining in the Virgin email seems overly strong.
  

As for the survey itself, my feelings towards the emails carry over to the the overall experience. The Zipcar email requests that I take the "2-minute" survey which links to the Zipcar site. Of their 4 total questions 3 were multiple choice, so it is truly a speedy experience. The Virgin survey claims to be 5 minutes. I won't know for sure how long it would have actually taken for me to fully complete, because I got annoyed with it for not allowing me to skip answers, and having a forceful tone about it. Additionally, the first 10 questions that I did answer before I gave up, were all about information that I assume Virgin would have about me anyways based on my flight bookings.

Both bottom line is, if you are going to ask your customers to take a survey, make sure that you keep it simple, and be cautious with your tone. Ideally, there should be some sort of incentive, such as a driving or flight credit, but at the very least provide your customers with a survey taking experience that is easy and pleasurable.

From: CVS/pharmacy ExtraCare

Subject Line: Stop MoneyTrashing!
Date: Wednesday, June 29, 2011

Props go out to CVS for sending an email that converted me from a crumple-and-runner to an avid store receipt saver. With an irresistible subject line, scan-friendly copy and a bold call-to-action, I was destined for the click-through right out of the gate. The witty video on the customized landing page led me to Facebook. And from there it was all over. People providing feedback, sharing experiences, giving advice. I was involved, I was reading and I was caring. Without that initial email nudge I know I never would have explored the world of the ExtraBucks® Rewards program, and without the thoughtful cross-channel support I never would have learned how to stop my MoneyTrashing ways.

From: Bliss
Subject Line: Thank You Oprah!
Date: Friday, May 27, 2011

From: Ralph Lauren
Subject Line: Ralph Lauren: The Oprah Interview
Date: Tuesday, May 17, 2011

From: Lands' End
Subject Line: Tune in to The Oprah Winfrey Show on Thursday to see our legendary Tote.
Date: Tuesday, April 12, 2011

From: Michael Kors
Subject Line: Watch Michael Kors on "Oprah" Tomorow
Date: Wednesday, May 11, 2011

From: Michael Kors
Subject Line: Michael's Makeover Extravaganza Look on "Oprah" + Free Online Shipping
Date: Thursday, May 12, 2011


She's the biggest name in television, and probably the biggest name in my inbox this week as Oprah bid farewell to her fans and aired her final show. To mark the occasion, retailers have been jumping aboard the Oprah bandwagon all month for the big countdown. She may be off the air, but she'll always be in my inbox - here's a roundup of some "Omails" I've received over the past few weeks:

The first email below (Bliss) is a touching letter from Bliss president, Mike Indursky, expressing their gratitude to Oprah for including them in her final show, and even includes a recap clip for readers who may have missed the moment. The subject line was short and sweet - simply "Thank You Oprah."

At center, Ralph Lauren directs subscribers to tune in (and set their DVRs) for a special interview episode airing during Oprah's final week.

Lands' End (right) sent not one, but three very similar emails to promote their legendary Lands' End Tote featured on at the end of April. Though, it's unclear how the tote is being featured - I would have liked to have seen a teaser that gave me some context for the promotion, like if it was being featured in "Oprah's favorite summer essentials," or "summer makeover special," or something like that.

Lastly, in the second row below, Michael Kors gives us two emails to promote the May 12th makeover special. The first email is a simple text announcement instructing readers to set their DVRs for the episode, while the second email (sent the day of the show) is a recap including an image and quote from Michael about his experience with the show.

From: Cabela's
Subject Line: Wanna Catch a Million-Dollars? Register Now!
Date: Monday, April 18, 2011

You know the hottest marketing channels of the day: email, mobile, social, fish. Wait, fish?

Cabela's launched a summer promo that spans not just email and web, but also non-digital waters across the country. They tagged real, actual fish with numbers you can enter online to win cash. Snag even more prizes by catching (and releasing) the fish while using specified Cabela's gear or clothing.

Their email clicked through to a microsite with details on the contest, short videos on how to remove tags and redeem prizes, and even info on keeping invasive species out of participating waters.

Talk about an innovative, brand-on way to keep customers thinking about the store long after purchasing line and reels.

Finding just how to be relevant to your customers is key to any marketer. Though I might ask them to proofread their subject line, I commend Cabela's for thinking outside the, um, tank with this clever approach to reinforcing brand loyalty and engagement.

Facebook has continued to roll out its New Messages platform to its 500+ million users. As many already know, users are provided an option of creating a Facebook (@facebook.com) email address that combines SMS, chat and email into one easily accessible location.

While there most likely won't be an immediate influx of customers opting into commercial email streams with their new address, it's something for marketers to be thoughtful of in the long term. Below is a list of considerations and potential impacts for B2C email marketers.

Speak to Your Audience

• If customer's opt-in to receive your emails with their new Facebook email address, consider analyzing their demographic and customer behavior. Based on the results, messaging can be catered to this specific group and potentially provide more relevant content.

Create Facebook Specific Emails

• With New Messages, your promotional emails will be received in a text format without subject lines. The HTML creative is not displayed unless the customer "expands" the email. If your list contains a fair amount of Facebook email addresses, it could be worth your time to create a Facebook friendly email message, similar to a text version. There are articles out there that provide tips on formatting to achieve the best result.
  
  Article Example: http://tinyurl.com/3wdkhg5

Move Me to the Messages Folder!

• Emails from bulk senders, groups, or commercial senders go directly to the Other folder. In "Facebook Land", the Other folder is viewed as a junk folder. In order for your emails to be received in the main Messages folder, the customer needs to move you there. One solution for combating the Other folder placement is to include verbiage in your HTML creative that encourages your customers to move your email to their Messages folder.

Consider a Confirmation Email Program

• If you have Facebook email addresses in your master list, there is a high possibility these are up-to-date email addresses.  However, it could also mean these customers are in your list twice (once with their new address and once with their old). Overtime, customers may favor one address over the other making one of their addresses obsolete. If your email list sees a spike in Facebook email addresses, consider implementing a confirmation email program and/or doing extra list scrubbing to ensure non-engaged customers are removed from the list.

These are just few things to consider if New Messages increases in popularity and your customers begin to opt-in to your email streams with Facebook email addresses. While the platform provides a hub of sorts for one's text, chat and email needs, the current email functionality is not on par with the current ISP's. Customers may not run away from their personal email address at this time, but it's always good to stay ahead of the game and consider the possibility.

From: Virgin America
Subject Line: Join the Virgin Wines Explorers Club. Save $100.
Date: Tuesday, Oct 12, 2010

Kudos to Virgin for going after a market that one wouldn't automatically associate with the Airline Industry... the wine drinking crowd! I think they have done a lot of things right with this email. The Subject Line and Preheader were well paired, and inspiring enough for me to click through (a rarity for me these days with my out-of-control inbox!). From a distance the copy looks long, but I ended up reading every word of it. Also, it looks like great deal... Very tempting indeed!

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.

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!

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!

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.

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.

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!

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.

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!)." :)

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."

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.

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.

Yankee Candle Company, 4/08 Betty Crocker, 4/02 Petco, 4/05 REI, 4/10 Ann Taylor LOFT, 3/26 Anothropologie, 3/29 Gymboree, 4/05 Buckle, 4/10 Express, 4/10

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?

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 ;)!

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.

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.

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...

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.

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.

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."

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!

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.