Macy's Direct Sending Marketing E-Mails to AOL Users

Share this content:
Macy's Direct, a unit of Federated Department Stores Inc., is offering its customers who use America Online's Internet service the ability to receive marketing e-mail in HTML format.


In conjunction with e-mail services provider CheetahMail, Macys.com customers who choose to receive e-mail from the retailer and are using the 6.0 version of AOL's online service can receive messages in HTML format. Previously AOL customers could only receive e-mail in rich text format.


"Macys.com considers its e-mail promotional messaging to be a part of a larger integrated marketing effort, and the ability to present a consistent marketing approach to all of our customers, including our important AOL members, is critical," said Kent Anderson, president of Macy's Direct.


Since AOL users previously could only receive e-mail in either plain or rich text formats, the addition of HTML mail is expected to lead to a greater response to Macys.com's marketing efforts, according to Irene Pedraza, CEO of CheetahMail, New York.


"When [the] richer experience is combined with our ability to track purchase behavior and segment based on their behavior, we believe that our clients, especially sophisticated users of customer intelligence marketing such as Macys.com, will see dramatic increases in measurable results, without expensive time required from their IT department or an outside Web site manager," Pedraza said.


Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above