Are you ready for a pop quiz?
If not, don’t worry. You won’t be graded at the end of this one. (Even we don’t have the answers yet.) This week, you’re going to experience a different type of case study, one in which you get to play along and predict how it will turn out.
Reflect.com is an interactive “boutique” where women customize their own beauty products hair, skin and cosmetic items based on their lifestyle, tastes, needs and other factors. Women create in-depth profiles, and these attributes, of which there are more than 100, are used to create customized products. Then, the company uses the attribute information to determine which consumers would find the information in the emails valuable.
To those at Reflect.com, it seemed obvious that one-to-one email marketing campaigns would dovetail nicely with the one-to-one product goals of the site. So Reflect.com, which began within Procter & Gamble but was spun off and launched late last year, has teamed up with Digital Impact, an e-marketing company that specializes in personalized email marketing.
For instance, Reflect.com and Digital Impact are working on a campaign geared toward women who spend too much time in the sun. It is nothing more than informational; the email messages will simply let women know what they can do to help prevent sun damage, and the messages will not contain a product offer.
This is just one of the campaigns that Reflect.com is in the midst of. Hannelore Schmidt, the director of marketing at Reflect.com, and her department staff have been asking themselves a number of questions about what will make for successful email marketing campaigns, and, in so doing, they are designing a number of tests.
Oftentimes, companies treat email marketing tests as the home computer user treats backing up data yeah, we know we should do it, but lethargy, resources you name it gets in the way. But Reflect.com is near the top when it comes to using tests to determine just what factors can make or break email marketing campaigns. It is selecting a small segment of its members, about a thousand or so for each test, and will look at click-through rates to see what works and what doesn’t.
And that’s where you, the ClickZ reader, come in. Here we’ll detail some of the tests that Reflect.com and Digital Impact are running, while showing you some of the questions that successful marketers must ask themselves. And, in a few weeks, we’ll check back in with Reflect.com to report on the results.