Sears performed a courageous email-marketing act in mid-December.
Like every retailer, Sears was surely eager for additional sales and revenue as the worst holiday season in memory reached a crescendo and the sales window started to close.
Despite that pressure, the Sears team had the discipline to hit the pause button on the hard sell in attempting to make a connection with subscribers. Instead, it sent a co-marketing email with Heroes at Home, promoting a national gift registry for returning US soldiers.
To top it off, Sears tested embedded video in the message, which is very cool stuff and a hot topic for email marketing right now; and, in this case, it was well implemented.
There is nothing worse than using technology just because you canâ€”but the tactic works for this message, because the video is central to telling a heart-warming, patriotic story.
In this message, a video segment runs on a loop inside the email (the full video was hosted on the Sears site), but its audio is on request; that is, it can be turned on and off. So, from a subscriber-experience standpoint, the presence of video is no more intrusive than an animated gif.
All of it renders right in the email client using the VHD Technology solutionâ€”which, however, does not promise compatibility with all email clients.
Take the first step (it's free).
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