
Brand mark

Email Marketing Campaigns We Like - Pets At Home

When creating an email marketing campaign, one size does not necessarily fit all as the say. The power to gather and collect more customer information has never been so easy. This is why we are seeing more and more companies using customer information they hold to create tailored, personalised email campaigns. Relevancy is key.

When looking to capture your customer’s preferences it can be as simple or as detailed as you wish.  For example it can be as simple as capturing a person’s name, email address, and gender.


So what next

Determine at what point during the customer journey you are going to start capturing their preferences. I would suggest that the first step for this is at sign-up, but be careful, you don't want to ask too many questions that will put them off actually signing up. Collect one or two preferences that are relevant to your sector.

From here you can use other reference points such as a link within a welcome email to take them through to a preference centre. Here you can start to gather further information to ensure that the emails you are sending are relevant to those you are sending to. Which in turn will increase your open, click and conversion rate.

Whatever customer data you choose to capture, the key is use it, make your emails more engaging, relevant and personal. MAKE IT STAND OUT IN THE INBOX.

An email marketing campaign that stood out for me recently that had captured my preferences and used them well is one from Pets at Home. They used the simple preference of what pet I have.  In this case they don’t use my name or anything but it does not matter; the products and information are all targeted for me as a dog owner.  And even though this content is not necessarily just tailored for me personally, because I am a dog owner it makes me feel as though the email has been sent just to me.

Pets at Home capture this information using one of the simplest data capture forms I have seen but that is the beauty of it; it is appealing and so easy to update. Just two clicks and I am getting relevant, engaging more personal emails.

Pets at Home Email Campaign Perferences

However if Pets at Home were to ask me for my pet’s name, this could make it just that little bit more personal and relevant to me.

Want to gather or make the most of your preferences?

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