Personalised Nutella
Funky Pigeon launched a brand new product in November 2024. Partnering with Nutella, they used their personalisation tool allowing customers to edit the standard Nutella jar, replacing the branded logo with a name. This was a product that everyone was very excited about, not least our CRM team. We knew that we could make the feature stand out to our existing customers using a little bit of trickery and personalisation in the email.
We took an image of the Nutella jar and artworked it using the same personalisation tool as the website uses. This allowed us to insert a custom field name into the image, so when the customer opens the email, it will populate the image with their name.
This email was an example of working within our own branded guidelines as well as adhering to the strict brand rules of a large external company. We were able to build a good working relationship with Nutella and we were able to get sign-off quickly.
The personalisation within the top banner of the email creates a great hook to grab the customer’s attention. But we were fully aware that we needed to explain the email further.
I added a three step guide, or ‘How It Works..’ section. Knowing that users tend to remember things in threes, we thought this would be a good step by step for the user to follow. I also added an animated gif. This wasn’t personalised, but was an extra way to demonstrate how the personalisation feature works.