One of the drawbacks to using rich media in e-mail promotional campaigns is that America Online, the most popular provider of e-mail to consumers, doesn’t support graphically rich e-mail. Many marketers who use that kind of technique thus find a substantial portion of their customer base unable to view their gee-whiz graphics and presentation. Macy's Direct, a subsidiary of Federated Department Stores Inc., is doing something about that limitation.
Macy’s Direct recently unveiled new AOL HTML messaging capabilities with its partner CheetahMail Inc. Macys.com customers who receive email-based communications about offers and subscribe to AOL may now receive those email messages in HTML if they have upgraded to AOL 6.0. Previously these customers have been able to see these offers only in a rich text formatted message.
"Macys.com considers its e-mail promotional messaging to be part of a larger integrated marketing effort and the ability to present a consistent marketing approach to all of our customers -- including our important AOL members -- is critical", said Kent Anderson, president of Macy's Direct. "CheetahMail's ability to work closely with both macys.com and AOL to implement this change will help us reach our customers with more compelling promotions and create a better all-around shopping experience. We are also anxious to see the impact on conversion."
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