M&S Sparks – Christopher, thanks for buying our strawberries!

We’ve received many emails from M&S, but their targeted Sparks Loyalty Programme emails are where we’re really wowed. In this example, they’ve coupled buying behaviour with personalisation to provide a truly tailored experience. Immediately opening with a personalised thank you sets the tone for the rest of the email which is full of fun facts, a great section to meet some of their growers, some recipes and competitions. It’s also nice to see M&S actively encourage feedback from customer too.