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Neiman Marcus Rewards Regular Email Readers
By: Elaine Reed
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Neiman Marcus is one of those top tier brands that doesn’t often get associated with brands like Macy’s or Kohl’s that are constantly holding sales. They are more closely aligned with Nordstrom’s, who famously only has sales twice a year. But they have managed to take the elite nature of their products and combined them with email to come up with a magic formula that gets people to open and take action on their emails.

How? They call it the Daily Dash. Monday through Friday from 11:30 CT until 1:29 CT, or sooner if the products sell out, Neiman Marcus discounts about two dozen products across all of its categories. All of the products are high-end, recognizable brands. And these aren’t the one-off shoes made in a popular style but a strange color. These are classic items that would enhance any wardrobe or home. All of the items are 50% off and ship for free.

Neiman’s has made it essential for people to check their email every day between 10 and 11 am CT for the link. Not only are these people rewarded with exclusive sale items, but they still get beautiful emails that highlight the latest products and trends and they even get special bonuses. Occasionally there will be an Evening Dash, or another similar offer, exclusive to email subscribers. Neiman Marcus is rewarding their customers for opening their emails.

This is a brilliant strategy that can be employed by anyone — not just e-commerce sites. Marie Forleo demonstrates this with her “Q&A Tuesday” email. Marie is business/life coach and every week she answers a question that one of her fans or clients sends her. This is different from the Neiman Marcus daily approach, but equally effective. People look for Marie’s emails every Tuesday.

So whether you have a daily, weekly, or even monthly cadence to your email messaging, by tying a reward into the message: a free video, white paper, coupon code or exclusive sale to name a few, you can have your customers and prospects chomping at the bit to read, and more importantly, act on your messaging.

Do you already do this? Tell us how in the comments section below!


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About the Author
Elaine Reed is a marketing professional with heavy emphasis on e-commerce and Internet marketing. She blogs regularly on her website and tweets often.
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