A few days before Valentine’s Day, an email from RueLaLa.com landed in my inbox. It’s by far one of the most creative email marketing campaigns I’ve seen, ever, and I wanted to share it with you. (Click the image to see it full-sized.)
One of Rue La La’s best marketing features is that it’s “exclusive” – you can only get in via an invitation from someone else. Of course, you can get an invitation from thousands of people on Facebook or Twitter, so it’s not really that exclusive. But it FEELS exclusive, whether you’re a new shopper or someone handing our your URL so you can get the $10 credit when someone uses your URL. In fact, you’ll see my URL in the email above (feel free to use it if you’re shopping, in case there’s a Charles David boutique coming up soon!)
The beauty of the email is that it’s personalized, but not just in the boring kind of “Hi, Susan, here’s why you should love us” kind of way. Instead, in a very Martha Stewart’s Good Things kind of way, they’ve given me valentines that I can print out, cut, and give to my friends. And they are really cute and clever – working the “Rue” part of their name into the messages, along with one little snarky one about leaving me alone to shop. (I printed that one out for my husband.)
Of course, there’s a clickable call-to-action, the “Start Inviting” text with the arrow in a pink circle, that lets you invite people by email too. And it’s all tied together with creative use of a hand-drawn heart and bright pink highlight text that plays on their name.
Brilliant. I’d bet real money that Martha approves, too.