It Works!

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I received this email from Sephora the other day simply telling me about Beauty Insider points and what I could get. Now Sephora is smart for doing this because they know I've accumulated those points by spending so much at their store, so of course seeing these points I don't want to use them yet, but rather keep buying more to get more points. This was a successful CRM program because Sephora is building their long-term loyalty relationship to the brand with its customers. The CRM metric, share of customer, is what Sephora is doing in these emails to their Beauty Insider customers. These emails are directed towards customers that are spending more money with the company, making them more valuable over time. Personally, this has strengthen my relationship with the brand and makes me want to keep on purchasing items from there. 

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