This Valentine’s Day I thanks to some [ok, a few hundred] timely emails I discovered a lot about myself. I also found that with more than 20 messages from a single company in two weeks is too much even for me to get through and actually read so who knows what other details I may have skipped over.
First I found out that it’s time for me to propose thanks To Robbins Brothers.
Then I found out this special someone works in an office thanks to ProFlowers.
This was news to me but all seemed slightly ok until Victoria’s Secret told me there was a new way for me to love my own body in time for Valentine’s Day, with a bra. I guess only women end up on their mailing list.
Tiffany’s also shot over a confusing one when they offered to help me get a gift for “him” although they were ambiguous about who exactly “he” was.
And of course we can’t forget the anniversary gifts, computer parts and other suggestions sent out by all my other favorite retailers, most of which had much less impactful insights into my world.
Now I’m not suggesting any of these companies should have held back on their campaigns, in fact I’d like to I commend them on trying a diverse set of campaign messages and using some great creative to drive the sale. And these campaigns aren’t much different from what we see on TV, hear about in radio spots and are bombarded with in every other channel possible. What’s different is the opportunity of the internet – with a little interaction, some micro-profiling or even just a fun email offer Robbins Brothers could know my relationship status, Pro Flowers could be sure the name they keep suggesting a gift for is still a part of my life and Victoria’s Secret could become aware of my gender.
Personalization isn’t only about stopping awkward emails; it’s also a conversion steroid. Just think about it – if 1-800-Flowers knew who my mom was (they’ve shipped to her), what the status of my current relationship is, and that I’m more of the random flowers type than the once a year guy they could have slaughtered all their competition with some targeted and really useful gift suggestions instead of 23 different offers over 14 days. Getting accurate consumer data is of course a fine line as you don’t want to scare people off but as the world becomes increasingly digital the opportunity for a little profiling exists, it just needs to be used.
20 of the emails I got from 1800Flowers in just 2 weeks. The shocker: This isn't everything.
Now if you’ll excuse me, I need to update my family on some recent insights.