Email Spotlight: House of Fraser

There’s no doubt about it: retail marketers who embrace personalization have a better shot at keeping their customers engaged in the long-run.

According to Accenture, 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history.

That last one is pretty powerful: recommendations based on past purchases are incredibly helpful for your customers because they’re relevant to the products they actually want to buy – as opposed to generic batch-and-blast promotions with zero personalization.

House of Fraser’s recommendations campaign

Here is a great example of email personalization from House of Fraser

This email not only contains a limited-time offer to drive urgency, it displays product recommendations based each customer’s website browsing behavior. House of Fraser makes it super easy for any customer to redeem their offer by providing a discount code so they can redeem online, and barcode that lets them redeem in-store.

House of Fraser’s Black Friday campaign

This definitely isn’t the first time that House of Fraser created an innovative campaign. A few years back during Cyber Week, House of Fraser created a campaign that automatically pulled in live product information directly from their website.

The company ensured email content was always fresh by using web-cropping and API data to pull live product information and availability directly from its website into each email at the moment of open.

They also included one “Sorry—Sold Out” block to add urgency. Thanks to their use of intelligent content in email, House of Fraser increased CTR by 94% and conversion s by 38% from Black Friday the previous year.

“During Black Friday, we did not want to miss out on conversions by promoting unavailable products,” said Email Marketing Manager Paulina Mietiewicz. “When compared to the campaign sent on the same day the previous year, live content increased click-through rates by 94% and revenue by 23%.”

We thought this campaign deserved special recognition, and that’s why it earned a spot in our lookbook, The Inkredible Five: Best of Retail. To learn more about this and other innovative retail marketing campaigns, download the lookbook now.