How companies are recognising customer’s birthday? Sephora email


Ok, so it’s been a while, but I’m back and inspired about email marketing and a few other digital marketing things.

February is one of the best months because it’s my birthday and I can see which companies I subscribe (newsletters) remember my birthday and what they offer me. My birthday is under two weeks away and I’ve only received one email targeting my birthday. The thoughtful email was from Sephora, a US cosmetic and beauty company doing some great stuff online.

Below is the email I received:

Sephora - My birthday email sent on 6 Feb 2010

Sephora - My birthday email sent on 6 Feb 2010

This email details are:

  • Send date: Saturday, 6th February 2010 – exactly two weeks before my birthday
  • Send time: 8.59pm (Sydney time)
  • Subject line: It’s almost your birthday! Open your gift early.
  • Offer: Beautiful Eyes Kit redeemable instore or online
  • Small print: The offer is valid for one month (two weeks before and two weeks after my birthday)

When I clicked through to the site from the email, this is the journey I went on.

1. Signed in page (personalised Sephora page)

Sephora Login - Birthday message

Sephora Login - Birthday message

2. Birthday offer highlighted as the first message

Sephora Login - Birthday message details

Sephora Login - Birthday message details

3. Automatic offer included in checkout

Sephora Login - Checkout with birthday message

Sephora Login - Checkout with birthday message

KEY LEARNINGS:

  • Subject lines: Subject line invites you to open the email because there is a mention of a gift. I opened this email instantly to see what my present was.
  • Customer journey: Ensure the customer journey is seamless. If you make it easy for a consumer, they have a great experience and will return.

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