Lego constructs e-mails with the help of Responsys

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Lego is building bridges with its customers by expanding its e-mail program, powered by e-mail marketing firm Responsys, to include transactional e-mails.

Lego and Responsys have worked together to design, develop and automate more than 50 concurrent e-mail campaigns, including transactional e-mails, regional product updates and a monthly newsletter. These e-mails are event-triggered and designed around each customer's geography and purchase behavior.

"It's a series of e-mails that guide a customer through the purchase process," said Julian Scott, creative director at e-mail marketing firm Responsys , Redwood City, CA. "Transactional e-mails are very effective, because when people have spent some money, they tend to be ready to spend more, and this program lets Lego keep the communication going."

Now the toy maker's transactional messages such as order and shipping confirmations can be created from 40 e-mail templates that aim to drive customers back to the e-commerce site at www.lego.com . Each e-mail incorporates personal information with interactive games, highlights of the Lego Parents Network and Lego facts such as the fact that on average, every person on Earth has 70 Lego bricks. E-mails are also optimized for the customer type and the laws governing e-mail practices in a particular geographic region.

The Lego e-mail campaign also deploys seven regional versions of two monthly product e-mails and a monthly newsletter to its entire customer base. The e-mails present product previews through text, bold graphics and Lego's trademark primary colors.

Responsys is currently testing creative elements, as well as lifecycle messages, across different countries.

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