So, every week or so I receive the Sephora Beauty Insider email.And every week, I am excited to open it! Can you believe that? Yes, it's true that the company belongs to a category that I am interested in, but there are very few companies that can create excitement around an email blast, don't you think?
So let's dedicate this post to what Sephora does right and wrong. For your reference, here's the latest email as an example. It has been split into 3 parts. Click on each image if you'd like to take a closer look.
- An Irresistible Offer: The Sephora Beauty Insider program is basically free registration to receive offers, points and freebies. So this is absolutely in sync with the purpose of the email and the Beauty Insider concept.
- Makes you feel special: Sephora calls you by your name and goes one step ahead to say "Try it before it launches!" reminding you that it's a special for Beauty Insiders only. What a great way to make you feel special and encourage online shopping by way of a call to action (note the free shipping over $50)
- Uh-oh!: One mistake they make is showing you where to sign up for Beauty Insider if you are not one already. Huh? I thought this email only went out to BI's!
- New and varied: Multi-brand outlet Sephora covers all bases- providing options for fragrance, lips, eyes and skin. I know that this isn't based on my past purchases, but I wonder if ladies out there see changes in their email offering based on shopping behaviour. Wouldn't you love to know what's new with YOUR favourite brands besides the plethora out there? I think so.
- Localized and informative: So, this is a new email, but when I signed up for the program I was based in NYC. The two events they've described are engaging and relevant, and in NYC! Not only that, there are phone numbers provided, just in case I need more info.
- Social media and tech-savvy: The next section you notice is the Facebook, Twitter, Blog and Free stuff buttons. Notice how obvious they are made, so that you can click away and sign up! Engaging and Interactive!
Wrapping up: The Sephora Beauty Insider email provides tons of information, and opportunities to engage with the brand. It is well-designed, non-cluttered and fits in with the brand. Good job, Sephora!
The Bliss Factor for the Sephora Email Experience is 4/5! (The Bliss Factor is our new rating of experiences based on how they make a customer feel, 5 being the highest a brand can get)
To point # 3, I'm guessing the link is meant for people who get the email via a friend instead of directly from Sephora. With email like this, I'm sure that's not uncommon. However, I agree that it is placed too prominently, and the link should probably go further toward the bottom of the message.
ReplyDeleteYou have a good point there. I agree that people might forward it to their friends, but like you said, the link shouldn't be in-your-face!
ReplyDeleteShal!!! lovely post... I actually blew (*hold your breath for it...*) $400 today!!!!!! WHAT??? I know I know. But its for the cuzs wedding in chennai that I am the make up artist at ;) Miss you shal. OH! I also signed up for the beauty insider ;)
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