• by Masha Geller , June 5, 2003

It takes a lot to impress this self-admitted cynic when it comes to anything Internet-related, but my recent experience with InStyle magazine did it.

I've been a fan of the magazine for a long time, and when I realized I've been dutifully shelling out the full cover price at newsstands for countless months, it was time to subscribe and get each issue at $2 off. So I filled out the little subscription blow-in card with my name, address and email, checked the 'bill me later' box and dropped it in the mail. Why didn't I subscribe online? I normally would have, but at that particular impulsive moment, a pen was closer to the couch than my laptop, but I digress.

The moment the card left my hand at the mailbox, I completely forgot about the whole thing until a few days later, when I got an email from InStyle@customersvc.com.

Here's where, if you think about it from a marketer's point of view and not a consumer who probably wouldn't find any of this interesting at all, all the parts of InStyle's plan made perfect sense.

First, I love the magazine, so I opened the email, unlike the dozens of emails that went directly into the trash.

Second, the customer service people of InStyle thanked me for subscribing and confirmed my mailing address. They even spelled my name right, which is always nice!

Third, the email pointed me to InStyle's website, where I promptly headed, armed with my new account number from the email (InStyle online is only available to current subscribers and AOL members.)

And, lastly, inspired by all this attention, in a moment of girly weakness, I filled out the Chrysler sweepstakes form for a one in a gazillion chance of winning a "thoroughly modern woman" makeover (whatever that means,) and even checked the box allowing InStyle to send me stuff.

How did they suck me in? Most importantly, with a good product, of course, but what really impressed me was that InStyle is one of the first examples of a demonstrably effective online customer relationship management system that I've personally come across. That's eCRM, folks, and it doesn't just work in theory presented by trade show pundits.

My hat's off to InStyle.