Personalised Newsletters – The Future of E-Mail Marketing

7th June 2020

If you have an e-mail address, the chances are you have at some point signed up to a newsletter. Be it from a service provider, a hotel chain or your favourite clothing and/or beauty brand. With this subscription can come a sea of irrelevant e-mails. No, you don’t want X because you’re only interested in Y and so on. It has recently come to our attention, however, that one retailer is changing this up.

Marks and Spencer And Personalised Newsletters

High street giant, Marks and Spencer, have introduced a new feature to the e-mail newsletters in a bid to offer the personalisation to e-mail marketing for the customers. This feature was primarily introduced in a recent e-mail during the COVID-19 pandemic.

The e-mail was sharing with their customers a service they were offering in which shoppers could purchase bouquets of flowers for loved ones and for friends and family whom work are key workers. The service delivers the flowers to the recipient’s door step as to avoid any potential contamination. Towards the bottom of the e-mail there is a banner that highlights how this year’s Father Day is incoming and how it can be a sensitive time for some people. To avoid upsetting those of whom it is a difficult time for, there is a button to prevent them from receiving any content relating to Father’s Day.

They are not the only retailer to have introduced this feature to their e-mail marketing. Earlier in the year Bloom and Wild, the delivery florist service, offered the same feature to customers for the then incoming Mother’s Day. This was then brought to public attention by blogger Lottie L’Amour.

Other brands and retailers adopting this feature in their newsletters includes Love Cocoa, Tesco, Superdrug and Holland & Barrett.

Learn About Your Subscribed Consumers And Strengthen Your Relationship With Them

This small gesture is so subtle and yet such a wonderful touch. Even if it were simply a marketing ploy, this feature allows brands to learn more about their subscribed consumers and to allows them to strengthen their relationship with them. From the consumer point of view it shows that brands are invested in them and isn’t interested in just generating sales. They feel listened to and as if they matter to the brand.

Be At The Forefront of The Future of E-mail Marketing and Build Your Customer Relationships

With Father’s Day fast approaching, it’s definitely food for thought with your marketing strategy. If you are looking to look into how to build and deepen your relationship with your customers, please do not hesitate to get in contact for more information or a consultation on ways to do this.

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