From: lululemon athletica
Subject Line: Welcome to online shopping at lululemon
Date: August 20, 2009

From: lululemon athletica
Subject Line: The new items you've been waiting for are here!
Date: August 26, 2009


I am in the middle of a huge love affair with lululemon. There is something irresistibly cool and hip about their workout stuff, and I am definitely not the only girl out there who's figured that out. If you haven't visited their site, do it now. I am all over the amazing texture in the navigation and the simplicity of  the graphics.

Their welcome email was really fresh and unbelievably simple. It didn't fall back on the same ole copy that everybody uses. (i.e. "You're on the inside track! Now you'll be the first to know about special sales and events." Sound familiar?) Instead, they went for an inspirational shot with a simple "Thanks for registering!" headline and a clear shop-now CTA.

The second email I got from them hit the mark for me as well. I love how they picked up the navigation treatment from the site and the message felt timely and focused. They're showcasing all their new stuff in a simple, clean, and compelling way. No fuss, no muss.

Plus, the fact that they're saying this is what's new THIS WEEK, makes me wonder if they'll send an email each week with new stuff. It'll be fun to see how the emails evolve. Potentially a "shop all new items CTA" at the bottom would have been a good addition, but the top nav does give people a way to engage with the site as a whole. And who can resist the way they dropped some logic at the end... "Love Your Failures". Ain't that the truth.