This is particularly surprising in Boots' case because it collects customer data through its loyalty scheme, Boots Advantage Card. Other companies sent a mixture of creatives, with most leading on special offers and promotions such as free shipping. The only third-party emails were sent by Boots and Nivea.
PROFILE No of % of all Summary
campaigns campaigns
distributed
Avon Cosmetics 12 20.7 Avon sent 12 generic emails on random
weekdays in March, promoting offers.
Boots 12 20.7 Eight personalised direct emails and
three third-party campaigns were
recorded.
Buycosmetics.com 6 10.3 At least one campaign each week was
received, leading on offers and gift
ideas.
Origins 6 10.3 Origins' emails were brand-led and
promoted free gifts and shipping.
Johnson & Johnson 5 8.6 Unpersonalised text-based emails were
sent on random weekdays in March.
Bobbi Brown 4 6.9 Emails were sent early in the week to
promote a new book and products, and
a live webchat.
Clinique 4 6.9 Four emails were sent on random
weekdays promoting offers, gifts and
free delivery.
Nivea 4 6.9 One third-party campaign and three
direct emails sent, including a
Mother's Day e-card.
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