Every year a customer of bol.com receives an e-mail in which bol.com celebrates their anniversary with the customer, which usually only contains a coupon code. We wanted to grab this moment to create a happy moment and tell the shared story of bol.com and the customer throughout the year. By pushing the limits HTML E-mail has to offer we created a rich digital experience in an otherwise static environment

Handcrafted look-and feel. The e-mail contains a mix of sketched, photographic artwork and animations. We chose to make the design a real piece of art. Every single piece of content is visualized in typography, photography, sketches and animations. These choices give the e-mail a “especially made for me” character.

The design proces:

• Strategy

• Concept

• Sketches

• Proof of concept

• Visual design look-and-feel

• Design all triggers (all content variations)

• Creating design assets for frontend

Surprising the customer one time isn’t the hardest part. More difficult it will be is to surprise them every year. To achieve this, we have made so many facts different that their is no way you could receive the same e-mail over and over again each year. And when a customer is in a long-term engagement with bol.com he or she receives the e-mail with a gold book en gold confetti, so that it makes them really special to bol.com.

The e-mail is up and running since 2016 and has received many reviews from customers like: “I think it’s very attentive for such a large company” and “surprising and fun to see all those facts”. As we look at the results and the forecast of this campaign we can see that customers will feel more engaged with bol.com because of the happy moments the e-mail creates. The campaign saw a +4%