• by OMMA Magazine Writers , September 3, 2010

Yesmail
HP, "12 Days of Gifts"
EMAIL

A new email 12 days in a row? The "12 Days Of Gifts" campaign carried the risk of turning customers off by sending too much, too often. But impressive creative - clean and quick-to-read - alleviated the hurdle. Males, in particular, struggle with holiday-gift choices and no doubt welcomed an idea and special offer a day. But the initiative's greatest strength is its transparency. On the bottom of each email are images of unopened gifts, allowing a customer to get comfortable with how many messages are still to come.