At the wedding planning site WeddingWire, email campaigns aren't just personalized based on past shopping activity. They're also personalized based on customers' reviews.
The site enables engaged couples to find a host of various vendors, including photographers, DJs, planners, venues, and the like. When visitors request information about a particular vendor, WeddingWire is following up with emails that include other users' reviews, Heather Grimstead, director of global email marketing, said Tuesday morning.
She says that new user reviews of particular vendors "trigger a notification to anybody who has requested information."
Grimstead adds that users have a "high level of interest" in those reviews.
WeddingWire also sends emails to reviewers when their reviews are read by a threshold number of people.
A "primary motivator for people to write up a review is to help other couples," she says. The notification that their reviews were read "validates this motivation."