February 3, 2010, 12:00 AM

Crate and Barrel launches an e-mail promotion for its wedding registry

Crate and Barrel hopes to gain more customers for its wedding registry business through an e-mail campaign that kicks off Monday with online fashion and entertainment news source Daily Candy.

Bill Briggs

Senior Editor

Crate and Barrel hopes to gain more customers for its wedding registry business through an e-mail campaign that kicks off Monday with online fashion and entertainment news source Daily Candy Inc. The promotion includes a $100,000 wedding contest.

The campaign focuses on wedding-themed e-mails sent weekly by Daily Candy, which generally targets single women in their mid- to late twenties. The e-mails will include tips for unique weddings and advice about wedding vendors and designers. The e-mails will include links to Crate and Barrel’s web site.

“It’s the first time we’ve done anything like this,” says Marjorie Daugherty, Crate and Barrel’s gift registry director. “The demographics fit so nicely with us.” Crate and Barrel is No. 55 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name). The promotion runs through March 31.

Participants can enter a contest that will award a $100,000 wedding to the winner. Contest entrants must maintain a Crate and Barrel registry with at least 50 items and a total value of at least $2,000. Entrants also must submit descriptions of no more than 100 words of how they met their partner, what they want in a wedding and what the retailer calls “a description of their everyday dream day.” A panel that includes Crate and Barrel and Daily Candy employees will judge the entries.

Daily Candy sends 3 million e-mails each day on subjects that focus on fashion, travel, eating out, home and garden, and gifts, says Meredith Howard, communications director for the news source. The site earns revenue from advertising, not links to online retailers, she says. “We target women who are influencers in their circle of friends,” she says.

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