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Subject Line: Luke – here’s your DD Perks Year in Review!
Creative Review: This is a great example of using data to promote brand loyalty for repeat customers. Dunkin Donuts used their transaction and customer data to create the content for this email. The result is highly personalized to the subscriber, starting with the name in the subject line. They used the purchase data to determine content specific to me such as the most common day or time I get my coffee fix, what type of coffee I like (hot) and what are some of the badges I earned as a loyalty program member.
What’s great about this tactic is not only is about as personalized as you can get, but it’s something almost any seller can do. Whether you collect data using a loyalty card or app in store or gather it from ecommerce transactions, most sellers would always have the data points to create something like this. My tip – don’t send these to prospects or single order customers as often you won’t have enough data to make a compelling piece.
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I'm a veteran email marketer with over a decade of experience. While most people associate me with email analytics, I took over editing duties at Beautiful Email Newsletters to spend more time working with creative. Serving as an ECHO Award Judge since 2011 and a Smarties Awards Judge since 2015, I've gotten the chance to review some of the best marketing campaigns in world (and some of the worst). Now as the Editor-in-Chief, I hope to share campaigns that BEN would approve and continue the mission of this great site!
Please take the 2021 Diversity In Email Industry Survey Today Hi! I’m Luke, the editor of Beautiful Email Newsletters and one of the contributors to More
[…] For my first series of posts, I will be showcasing the emails from DD Perks, a loyalty app from dunking donuts. Why? Because with good coffee anything is possible! Seriously, though they’ve done a great job of making on brand creative that delivers using behavioral based trigger emails. You can view the first of my new series of posts here. […]