Smith-Harmon Inc. - REI
Finalist E-mail Campaign
Smith-Harmon: Lisa Harmon, principal; Wacarra Yeomans, senior designer; Darrah MacLean, writer/editor. REI: Meg Reynolds, manager, e-mail programs.
Rei's new-member e-mail series leverages membership data to make its communications compelling and informative. Customers of the sporting goods store who become members are actually joining a co-op; a monthly e-mail during their first year highlights the benefits of membership and provides links to content that shows rei's commitment to members, communities and the outdoors. Each mail covers a single topic and keeps the message brief; the look and gorgeous imagery are dedicated to outdoor adventure. From videos and photo galleries to coupons and member reviews, each e-mail contains something different.