Developing my beauty profile with Sephora

Incorporating personalization into your emails based on preferences or behavior allows you to take steps toward one of the major email marketing goals: Sending relevant, timely, targeted emails to those that ask for them. That’s why, when I received the following email from Sephora, I fell in love with this retailer.

Subject line: Review Your Beauty Insider Status

The subject line is compelling and I opened immediately. When I signed up, I provided many of the basic details, but since haven’t touched my profile. Sephora repeats back to me all the information I’ve provided thus far, with hot links next to each with options to modify. In today’s world where email users are changing every minute of every day, this is a smart strategy.

The retailer has a reward program called Beauty Insider, which I subscribed to during email sign-up. In this email, Sephora gives me details on my current reward balance and provides me a call to action to learn how to earn points directly next to my abismal point balance. In addition, along the right-hand side there is ample opportunity to update my profile for more targeted offers. Alright, Sephora, you got me to act.

I clicked through to update my profile and this is the page I was taken to:

Yikes. Why do I have to login to update this profile data? And, to be honest, I’ve forgotten my password, so that’s a missed opportunity. I then tried one of the links on the left-hand side and was taken to this page:

Wha…? I think it’s great that Sephora provides options around frequency on this page, but I didn’t click unsubscribe – not even close!

So close to a home run, but the landing page experience made this a foul ball. Don’t forget to make it a seamless, clean, easy transition to the landing page when building your email campaign.

Cheers until next time my fellow email marketers.

Kelly Lorenz
Email Marketing Strategist at Bronto
@KNLorenz