From: Sephora
Subject Line: Rate. Review. Win!
Date: Thursday, September 11, 2008
See the email >

Some of you might have already seen my EEC blog post about Customer Reviews. I'm psyched to see Sephora doing such a great job kicking off their Customer Review effort.

Deep thoughts:
(1) I love that they've branded Customer Reviews "kiss and tell." This is a cute way to make the feature feel special to Sephora.
(2) I'm laughing that they chose Dior DiorShow Mascara as the featured product, as I've been seeing it promoted everywhere lately and was just thinking this morning, as I applied my Chanel Inimitable Multi-Dimentionnel, that I needed the Dior. I like the Chanel, but for some reason I seem to poke myself in the eye with the wand much more than any other mascara I've had before. Or maybe I'm just not getting enough sleep and my motor skills are suffering because of it.
(3) It's smart that they incentivized review creation with contest entry.
(4) It's even SMARTER that they actually fed a product I recently bought into the mail. Yay for dynamic content! I'm not sure that Gift Certificates merit review, but who really cares? I'm happy enough to see Sephora bringing relevant, personalized elements into their email.
(5) I appreciate that - because the primary message won't drive many dollars - they included two sure-thing secondary messages in this mail: Free Ship and Best Sellers.

OK, last thing: I heard that Sephora employees are only allowed to wear red, black or white on-site, and that if they want to park their cars in the company lot, they must have either a red, black or white car. Is this actually true :)!? Friends at Sephora, I am curious! Do tell!

Happy Weekend!