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At the end of the love story, the reader was invited to enter a competition based on the classic “I love him, I love him not” game: “Tell us what you love or loathe about the mail order lothario.” The respondent could send the response by e-mail or via Boden’s Web site. A prize of £500 credit was offered for the best submission.

=Creative and Outbound Piece= As well as the cover and inside flap, the back cover included the recipient’s address as the catalogs were mailed in a transparent wrapper. Valuable space on the back cover was also personalized with relevant products. The e-mail campaign design echoed the catalog and also featured automatically selected products. The back cover of the catalog included three products most likely to appeal to the customer based on a statistical analysis of their transaction and Web browser history.

=Reasons for Success= Best practices learned from this solution are:
 * **Gain impact with engaging copy.** The startling front cover with the recipient’s initial and name in bold in the context of an intriguing story immediately gains the reader’s attention. The unfolding of the story draws the reader in, arouses curiosity, and invites interaction.
 * **Relevant content increases response**. A simple segmentation of the customer database enables content to be customized for different groups. The customization does not need to be complex, but precise targeting of product offerings to the individual based on their preferences or previous transaction history can significantly boost responses and conversions.
 * **Include an appealing offer.** Ensure there is a benefit for every recipient if they respond such as a voucher or a discount. A competition can provide an extra incentive if there is an attractive reward for the winner.



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