E-Marketing Choice

Position: VP, Product and Strategy Development

Company: BainMercer.com

"Victoria's Secret definitely spent no small amount of time and effort in creating this EDM. It has a well-thought out concept concurrent with the company's current image, and an intuitive user interface.

"One main problem faced by EDM senders is browser compatibility, and this problem was deftly sidestepped with the provision of an alternate link to a separate website with the original EDM in its own separate window. The visual attraction of this EDM definitely stands out and its design is much like a microsite, and navigation is straightforward. What makes this a good EDM lies in the concise and judicious use of words. Furthermore, the decisive use of typefaces and fonts are used appropriately to achieve the desired effect of drawing attention to the intended visual elements.

"The incentives have also been generally well thought out, with consideration of the demographic less empowered to make online purchases. The main shortfall of this EDM would have to be the fact that there are too many links included. Much as it would be a good thing to include separate links to the different lingerie/clothing departments, I find that the links are already included on the site itself, and the links on the EDM do not lead to anything special or provide any incentive over just visiting the website through conventional means.

"What would have been good? A dedicated mini-site for the recipients, as it would provide an incentive to peruse the EDM and make customers feel special. I feel this EDM has fulfilled its purpose of informing the consumer and then providing an incentive to respond quickly. It captivates, provides an incentive to react, and is concurrent with the company's main website design and image."