Magazine article CRM Magazine

Email Marketing Has the Look: Responsys' Third Annual Email Design Look Book Highlights Strategies Vital to Marketers' Future Success

Magazine article CRM Magazine

Email Marketing Has the Look: Responsys' Third Annual Email Design Look Book Highlights Strategies Vital to Marketers' Future Success

Article excerpt

[ILLUSTRATION OMITTED]

Responsys, a provider of email and cross-channel marketing services, has released its 2011 Email Design Look Book, which recognizes innovative email marketing designs and superior copywriting from 20 leading global brands.

The book includes promotional, newsletter, and triggered email from brands throughout the world, representing everything from consumer products and retail to the travel industry and social networking sites. It highlights companies whose targeted email campaigns are on the "leading edge of design," with "the kinds of things that make email marketing attractive and effective," says Chad White, research director at Responsys.

According to White, effective email marketing involves personalization that goes beyond using the recipient's name in the greeting. "That's not personalization anymore," he says. "Now it's about understanding [the recipients] and what they are about."

White warns that batch blasts, in which everyone receives the same content, "are really thin and not very personal." Conversely, with the companies listed in the 2011 Look Book, "each email is totally unique to the person who received it," he says.

The 20 companies singled out this year are Anthropologie, Apple, Best Buy, Burton Snowboards, CB2, Columbia Sportswear, DSW, Etsy, Heathrow Airport, Icelandic Tourism Board, LinkedIn, MAC Cosmetics, Minted.com, Nikon UK, Style Campaign, Uncommon Goods, Verizon, Virgin Atlantic, Volvo UK, and Zappos. …

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