No not a reference to a Kelly Clarkson song, but instead a really strong campaign from Timberland encouraging those that have not purchased and/or visited the site in a while to 'come back'. A great example of a marketer segmenting... More

No not a reference to a Kelly Clarkson song, but instead a really strong campaign from Timberland encouraging those that have not purchased and/or visited the site in a while to 'come back'. A great example of a marketer segmenting their audience and building assumingly automated programs targeted at users based on their respective activity level. These types of campaigns as we've seen with our clients can be instrumental in driving overall customer retention and incremental sales.

Do you have a 'win-back' program? You should!

Check out the email below:


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I love the Neiman Marcus email today creating a very meaningful sense of urgency to act now - e.g. 'buy now!'.The email promotes a 50% off and Free Shipping two-hour promotion that started today at 11:30AM CST and ended at... More

I love the Neiman Marcus email today creating a very meaningful sense of urgency to act now - e.g. 'buy now!'.

The email promotes a 50% off and Free Shipping two-hour promotion that started today at 11:30AM CST and ended at 1:29PM CST. Equally impressive was the send time for the campaign, a little more than an hour prior to the event occurring - plenty of time to be ready to take advantage of the offer.

While the campaign itself is impressive, the campaign should further reinforce and remind marketers of the opportunity to utilize email to drive a sense of urgency with their subscribers. Historically, campaigns that are positioned as 1-day or limited time have a much higher response. For an active audience a limited hour promotion likely will perform even better and can be used as a way to generate incremental sales.

Here's the creative:




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