M&S – Merry Christmas from M&S Deepdale Preston

It’s always nice to get an email wishing you a Merry Christmas, and it’s even nicer when the email has been personalised. Here’s a great example from M&S showcasing how to use the customer data from their loyalty programme (Sparks) to deliver a truly personalised message, we’ve already seen M&S do something similar to thank customers for buying strawberries from them (you can see that email below, or click here).

What we particularly like these emails for how personalised they are, from the subject line to the header image and letter copy. Not only is this more likely to get people to open the email, but readers are likely to be much more engaged. The copy has been written as if it’s coming from the local store manager (someone we’re sure a customer will recognise) and it includes a photo of them too. The usual pre-Christmas reminder messages are all there too.

It’s a simple and clever way of taking data and utilising it effectively to engage your customers.