Get Personal. Go Local. Target's Tests Localization in Emails


	Get Personal. Go Local. Target's Tests Localization in Emails

iCoastal Net Designs

6-8-2009 4:15 PM

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tags:

email marketing

iCoastal Net Designs says:

Again, seems obvious enough. Goes back to the death of one-size-fits-all advertising. Don't just blast, engage. And most email delivery systems (reputable and/or well built ones) can handle segmentation.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/f5f37b47-440e-455a-9ba4-6d0b57fb2607/3D400BAF-7184-4CCE-A1C2-37A3D52628EE/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.marketingvox.com/target-tests-localization-in-promotional-emails-044281/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink" href="http://www.marketingvox.com/target-tests-localization-in-promotional-emails-044281/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink" style="font-size: 11px;">www.marketingvox.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingvox.com/target-tests-localization-in-promotional-emails-044281/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink"><H1>Target Tests Localization in Promotional Emails</H1></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingvox.com/target-tests-localization-in-promotional-emails-044281/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink"><P>In promotional emails directed to regular customers, retailer Target has begun testing localization features — meaning that, depending on where a recipient lives, s/he may see content specific to his/her local or preferred Target store. </P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingvox.com/target-tests-localization-in-promotional-emails-044281/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink"><P>"For instance, the emails feature the name of the subscriber’s local store in the header, complete with the store’s telephone number and store-specific links to its clinic, photo center and other departments," writes <A href="http://www.retailemailblog.com/2009/06/alert-target-testing-localization-of.html">The Retail Email Blog.</A></P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingvox.com/target-tests-localization-in-promotional-emails-044281/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink"><P><A href="http://www.retailemailblog.com/2009/06/alert-target-testing-localization-of.html">Tests have suggested that subject line localization tends to be more effective than name personalization — that is, when the recipient's name appears in the subject line. In general, </A><A href="http://www.marketingvox.com/personalized-ads-draw-spendy-and-frequent-shoppers-042864/">personalized ads</A> have been known to draw spendier and more frequent shoppers; email in particular <A href="http://www.marketingvox.com/email-increases-likelihood-to-buy-by-50-043281/">increases purchasing likelihood by 50%</A>, according to Epsilon — provided, of course, that the <A href="http://www.marketingvox.com/permission-based-emails-increase-loyalty-to-travel-brands-personalized-messages-preferred-043255/">emails are opt-in</A> and relevant to users.</P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/3D400BAF-7184-4CCE-A1C2-37A3D52628EE/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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