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Category Archive: Branding
April 19, 2010
From: French Connection
Subject Line: Introducing the man
Date: Monday, February 15, 2010
I'm not sure if anyone else has seen the new French Connection campaign, "This is the Man" or "This is the Woman?" Well, I can't seem to get away from it. It's constantly interrupting my music compilations on Spotify with 10 second online ads. Had a catalogue delivered? I see it on the tube, when I walk past the local store and have been receiving weekly emails. These guys know what they are doing. I would strongly advise everyone to sign up. They not only look really cool, but they engage with the customer, constantly driving them to the site and making it interesting and relevant.
The use of a scruffy looking and ungroomed guy wearing really crisp modern clothes makes for some interesting black and white photography. By telling us the story of "This is the man," using an over the top French accent, French Connection has managed to deliver one of the most intriguing and coolest campaigns I have seen for quite some time. I almost don't want to say too much about it and let you decide for yourself.
Take a look on frenchconnection.com and sign up today.
April 15, 2010
From: Diesel
Subject Line: The exclusively limited Be Stupid t-shirts (hesitate and you are lost)
Date: Monday, March 15, 2010
Diesel always inspires me creatively with their great visuals and humorous, thought-provoking headlines. I usually enjoy their approach across all channels. So, when I signed up for their emails, I was curious to see what they would do, but more importantly, say.
I wasn't disappointed! Visually, I love that they have the model imagery flipped with the headline, overlaying the most direct message, "Buy now and enjoy a regret free life." Because they did this with such a cool looking creative, they can easily get away with being so cheeky. It's cool, witty, and very current.
February 10, 2010
From: Kate Spade
Subject Line: our favorite gifts, for the guy(s) on your list
Date: Tuesday, February 9, 2010
After receiving so many fun emails from Kate Spade in my inbox, I find this Valentine's Day message for the "guy(s)" perplexing for one main reason: What is the copy on the gift-wrap supposed to be saying? "I love you, I'm sorry?" Sorry for what? This almost feels like Valentine's Day break-up gift-wrap paper. "I love you but it's not working, I'm sorry. Here's a wallet to commemorate our time together." Personally, I wouldn't buy something for my husband wrapped in paper that says both "I love you" and "I'm sorry." I think he'd have some questions! This would be my excuse,"I love you and I'm sorry I spent so much money."
I think the cleanliness of the design is recognizably "Kate" but I appreciate how it's a little different since we're also being introduced to Jack. When I click on each featured product I'm taken to a landing page with other gifts in that monetary category. It'd be nice if product names were listed in the email so I could learn more about these gifts without having to search for more information. By the way, what's wrong with buying a gift under $100 for the one you love?
Overall, I guess I just like-like this email. I think I'd love it more if I could make a more positive connection between what it means to buy a gift for someone you like, like-like or love while also saying you're sorry.
December 30, 2009
From: J Crew
Subject Line: Need a present in a pinch?
Pre-header: Our gift cards are waiting in the wings from now until December 25th. Just hit send.
Date: Monday, December 21, 2009
After scanning hundreds of holiday emails about free shipping and discounts, J Crew's presents in a pinch subject line was refreshing, timely and spoke to the procrastinator in me who is in search of a lifeline. To top it off, the creative was sublimely simple in its short and sweet message. Even little animated wings happily fluttering with ease added to the overall effect.
This was the perfect product to market at a time when you're looking for gifts and Christmas was only a few days away. The availability of expedited shipping also helped. Two thumbs up!
December 18, 2009
From: Horchow
Subject Line: Win your shopping cart up to $5,000...
Date: Saturday, October 31, 2009
From: Horchow
Subject Line: 25%-30% OFF OUR PICKS JUST FOR YOU + FREE SHIPPING...
Date: Wednesday, December 16, 2009
Most people who have heard me talk about email have heard me mention the Horchow email program. I talk about them not because their email program is perfect, but because I happen to love furniture, especially theirs. I'm excited to write about a terrific campaign they did recently. On October 31st, they sent a "Win your shopping cart up to $5,000..." email - the sweeps was for email subscribers only, ran for one weekend and had three lucky winners. As a big fan, I quickly filled my cart with items I wanted. Unfortunately, I didn't win my shopping cart, but I loved the idea of collecting data from a subscriber's in-market interests.
This week, I received a site-wide sale email from them that featured some of the products that I put into my cart. The low-cost sweepstakes ($15,000) provided them with tons of data they can use later to target with. Now that's smart marketing.
From: Graham and Green
Subject Line: 20% off your Christmas shopping at Graham and Green!
Date: Tuesday, December 10, 2009
I received an email last week that got me thinking, could an email creative ever be so captivating that even if all best practices were ignored, it could still turn in a decent performance?
Scrolling down this email by Graham and Green, I was instantly struck by a glossy image of table lamps. I'm in the market for a nice table lamp, so I clicked on the product category and was unceremoniously dumped on the company's home page. Normally I would have given up at this point - offer or no offer, if a retailer can't be bothered to show me the particular product I'm interested in, I can't be bothered to go looking. Despite the obvious discount incentive, my curiosity got the best of me and I continued to click through.
At second glance, I realized that this "email" was actually a collection of horizontal images lovingly crafted in Photoshop. There's not a single font tag or HTML text character between the "Having trouble reading this mail?" at the very top, or disclaimer at the very bottom. Furthermore, all the URLs are pointed to the home page, despite the fact that the email is bursting with merchandise from numerous product categories.
This email breaks all best practice guidelines but it has managed to achieve the end objective - to capture my interest and get me from the email to the purchase page. Even though this was an unconventional journey, does this make it a bad email? Not necessarily, but making a few basic changes would have massively improved user experience and reduced the friction from click to purchase. I'm sure this retailer is losing out on potential sales. Whether you're a small or large retailer, in order to maximize all retail opportunities, the user experience should be as smooth and painless as possible.
December 15, 2009
From: Staples Subject Line: Check out our new look! Date: Monday, December 14, 2009 I just can't decide if the timing on this email was a hit or a miss. On the one hand, it offers a break from all the holiday madness hitting my inbox. And since Staples isn't exactly where I do my gift shopping, maybe it was smart to offer a breath of fresh air that doesn't scream HOLIDAY. On the other hand, by sending this email during peak holiday times they run the risk of people overlooking it completely as they search for FREE SHIPPING, SAVE, SALE, etc. etc. Starting out the new year with a new look would have made so much sense. Especially as people get back to the office and realize they need more post-its, pens, folders and what not. Stepping back from the timing debate, I think the design and copy of this email are stellar. I love the simplicity and easy-to-see callouts that point to the new features. Best of all, when you click on the Visit Staples.com button, you're taken to the homepage where the first story you see supports the new look messaging. I heart follow-through.
December 14, 2009
From: JCrew
Subject Line: Jenna's picks...holiday gifts + FREE SHIPPING
Date: Tuesday, December 8, 2009
Lately, I've noticed a lot of retailers showing "celebrity" picks. Sometimes, I'm dying to know what these celebrities picked, but there are other times where I find myself scratching my head - who picked this? Am I supposed to know them? Why should I care? Case in point: Jenna's Picks
When I first saw this email I had to stop and ask myself who the heck Jenna is. Why isn't she using her last name? Is she like Madonna? Piperlime, a sister brand of Banana Republic, has picks from Rachel Zoe, a celebrity stylist who has her own TV show and her own line. Most people know who Rachel Zoe is and many of the fashionably conscious care about what she likes and dislikes.
For the past 12 months, I've received Jenna's picks from JCrew. Like most email subscribers, I don't open every single one of them. I missed the email that told me who Jenna is, but once I found out why she's important (she's the Creative Director of JCrew), it made more sense - she is a credible source for style. However, I still have some problems with this email campaign, especially since she works for JCrew. If I didn't go back and search through my emails that included Jenna's picks, I wouldn't have known who she is or why I should be interested in her picks.
Using an individual as a source of authority, or as a motivator of interest, requires that person to be identifiable and somewhat unbiased. Rachel Zoe has been successful at this because not only has she become a celebrity, she's a stylist with thousands of brands and styles at her fingertips and selects based on style, not brand affiliation.
December 11, 2009
From: Chase
Subject Line: Your Communities. Your Vote. Our $5 Million.
Date: Friday, December 11, 2009
As we're all rushing to buy and wrap presents, decorate our homes and offices, snap that all-important family picture and figure out what to do with Great-Aunt Esther's annual fruitcake [insert your choice of atrocious holiday tradition], I'm reminded to take a breath and appreciate the small things that bring us holiday cheer. I was jolted back into a true appreciation of the season with an email forward from a coworker on a viral email that was making the rounds. Many of you have already seen this email or read about it on the blogosphere, but if you haven't - I urge you take a look at video.warmup.com.
I was reminded of this effective strategy today. My bank teller at Chase wished me a happy holiday, but instead of her usual reminder of other Chase products and services, she asked me if I supported any local charities and if so, to check out Chase's effort on Facebook to give away $5 million dollars this year to customers' favorite charities. When I signed into my bank account, I saw the following banner ad. Chase has set up an ingenious effort to generate "fans" and spread this goodwill and holiday cheer by asking users to "vote" for their favorite local charity and put them in the running for a $25,000 grant. I voted for my favorite local organizations as well as spread the word throughout my network by posting my "vote" on my wall.
I was grateful for Chase's effort to help me slow down and think about these other acts of giving. I won't ever receive the much-needed gift of time from an email or an online marketing campaign, but they can cement my brand loyalty and loosen my purse strings. Now, if only a company could figure out how to email me idiot-proof instructions to assemble my kids' dollhouse ...
December 9, 2009
From: Moosejaw
Subject Line: Moosejaw Rewards Points Monthly Account Summary
Date: Monday, December 12, 2009
When is a rewards account not a rewards account? Answer: When it's a drive to get email address-only users to register for a full customer account. At least this is the approach Moosejaw took with this email. Not only am I a big fan of their brand, I also love their style and tone of voice. It couldn't be more friendly and funny, very much the email I'd like to go down to the pub with (Yes, I'm from the Responsys UK office in London!).
What struck me the most when I got this email was that I didn't know I had an account at Moosejaw! This could be a negative feeling - was the message sent to the wrong person or was it a phishing scam? Curiosity got the better of me - I clicked through and attempted to log in. I was then taken to a "Create a password" page and that's when the penny dropped. I wasn't going crazy. I really didn't have an account, but this email had engaged me enough to click through and half sign up for one. Some may think this is sneaky and the average consumer may not be fooled so easily. I personally love it. Plus, there are reward points waiting for me in my new account driving that ever-important first purchase.
This email doesn't have much of a design, which is a shame. This is true of all their programs and emails I have seen. There is an argument for keeping things simple, but with this email, Moosejaw missed an opportunity to enhance their wickedly humorous copy style with visual flare to attract attention. It is possible that this was a deliberate attempt to draw more attention to the copy - but in a rare twist, where most online retailers NEED a full-time copywriter on their email team, Moosejaw NEEDS a designer.
November 19, 2009
From: Calvin Klein
Subject Line: 30% off all Leather Jackets - Limited Time
Date: Wednesday, November 18, 2009
Simple. Classic. Clean. These are just some of the words that come to mind when I think about Calvin Klein. I am new to their email list, so I was curious to see what this iconic - and sometimes controversial - brand would deliver to my inbox. I am happy to see that clean lines not only define Calvin Klein apparel, but also their email. No pants dropping here.
Even though I appreciate the presence of Calvin Klein style in my inbox, I can't help but feel a little disappointed. While I think the overall look of the email is on-target, I find the copy uninspiring and maybe even a little demanding. It doesn't make me think about Calvin Klein beyond the sale. I would have liked to see copy about how owning a leather jacket means having a timeless piece of American style, or something to make me think about why Calvin Klein jackets are special. In the end, I feel the lack of copy makes this email boring and too simple. (The photos are not much to speak of either.)
November 5, 2009
From: Cubs.com Shop
Subject Line: Get started early! Shop our Gift Finder
Date: Tuesday, November 3, 2009
During baseball season Cubs.com will send quite a few emails to allow the ultimate fan the opportunity to purchase apparel, tickets and gifts. They also let the fan know about changes to the roster as well as the latest stats. With the Cubs clearly not making it to the World Series for yet another year (sigh), I found it delightful and yet painful to open this email I received today. It is holiday season, and I know that regardless of the Cubs' performance my father will enjoy any holiday gift smothered in Cubs logos. Who can resist the underdog spirit of the little bear?
After spending a few seconds scrolling down the email I see they have a Gift Finder, which peaks my interest and makes me click their CTA of Shop Now! The website and the email supply me with the same visual image to assure me that I am being led in the right direction.
I am new to using Gift Finder this season and am excited to see what products get pulled and how. Kudos to Cubs and MLB for creating the Gift Finder and letting me know this technology exists via email. Typically I fall into a rut of only viewing Tees or Caps, but now a bunch of additional accessory items have been brought to my attention. The Gift Finder allows you to narrow down products based on recipient, price, category and personality. Now all I need to figure out is if my ol' man should be considered The Rookie Sensation or The Home Team Manager.
October 9, 2009
From: Anthropologie Subject Line: It must be October. Date: October 1 It must be October. What a clever subject line. It's so simple, so relevant, and so unique. I've been meaning to blog about this email for a week now! I know I sing Anthropologie's praises on a regular basis, but I just can't help myself. I'm addicted and I'm not the only one. Just this week I got a text from a friend that said: "Someone needs to do an intervention. At Anthropologie!! Help!" The simplicity of this email's design and copy draws me in. Starting with the image, it supports the catalog creative brilliantly (check out above). And the copy: "Thirty-one days of craving, the cozy, the rugged, the refined" supports the subject line perfectly and creates a true story. Their call-to-actions are equally as beautiful, and the addition of the "Browse our October catalog" CTA presents a fantastic opportunity to engage their subscribers in an interactive way. Many online catalogs are clunky experiences, but their landing page is seamless. What I was REALLY surprised to discover is that when I typed "boots" into the search box at the bottom, I was taken to a landing page with... boots! Instead of landing me on the homepage where I could retype my search word, they actually delivered on the promise. How novel.
October 2, 2009
From: Restoration HardwareSubject Line: Introducing the Mayfair Secretary TrunkDate: Wenedsday, September 16, 2009From: Restoration Hardware
Subject Line: Introducing the Oviedo Chaise
Date: Wenedsday, September 30, 2009I found out from reading the apartment therapy blog that Restoration Hardware has recently gone through a major "overhaul" and according to the blog, RH has "Roared Back". I'm sure that the marketing dept for RH must be happy to be receiving such praise from well-respected design blogs, however IMHO, I must say that I think internally, they are missing a giant opportunity here! This is the perfect time to be unrestrained in terms of your email campaigns, and go ahead and toot your own horn! Tell us why you are new and exciting! Create a little fanfare! Even their website shows no indication that there's anything special happening - not even on the " Letter From Our CEO" link ( another wasted opportunity - instead of telling us anything about the changes, it's some boring musings about a Thomas Edison quote). Restoration Hardware has some very compelling new products that they have been featuring in their emails lately, such as the Mayfair Secretary Trunk and Oviedo Chaise. To me, the new products are very unique, but the emails are still kinda blah. In short, I never would have known about the RH transformation, had I not been found out about it independently. To see how I have have done things differently, check out my blog post from yesterday about Ann Taylor's most excellent email campaign introducing "The New Ann"... See, it is possible to appear classy, yet give yourself a little pat on the back at the same time. ;)
From: The Container Store
Subject Line: Could the store you love get any better?
Date: September 28, 2009
The Container Store recently sent out this email giving some insight into their company's "Foundation Principles" and inviting subscribers to learn more on a new special section of their website. The copy may be a tad bit on the long side, but it's sincere and inviting, and I love that there's nothing directly promotional in the hero. It really focuses on making subscribers feel good about the values they support when shopping at The Container Store. The design is clean and simple, and the images bring employees into the email to further put a face (well, faces) on the company. My only complaint is that nothing on the bottom half of the hero is clickable, which is a missed opportunity (I may be one of few subscribers who read through the whole thing, but there was nowhere for me to go without returning to the top of the message).
October 1, 2009
From: Bliss Subject Line: a gift from the 'youth' fairy Date: September 30 In recent months, I hadn't been in love with Bliss marketing stuff like I used to be. Until, I got this email. My love affair is rekindled. Eternally on-brand with their messaging and imagery, the subject line pulled me in and the creative delivered. It's a little too cutesy for some people, but I do love the copy: Feeling cynical? Check out the clinicals! Including customer survey results when they're as impressive as these numbers are is a smart way to backup your story. The secondary messages also fit nicely into the overall design package, making this email one of my top five faves for the month of September. Now, if they would only tap into their preheader potential.
September 30, 2009
  
  
  
From: Ann Taylor
Subject Line: Meet Our New Designer + Shop Our New Perfect Pieces.
Date: Monday, August 24, 2009From: Ann Taylor
Subject Line: Fall In Love With The New ANN: Enjoy 30% Off In Stores & Online
Date: Wenedsday, August 26, 2009From: Ann Taylor
Subject Line: Find Out Why Our New Pant Fits Are Perfect + New Markdowns Added
Date: Thursday, August 27, 2009From: Ann Taylor
Subject Line: Find Out Why The NEW ANN Is So Amazing + 30% Off & FREE SHIPPING
Date: Friday, August 28, 2009From: Ann Taylor
Subject Line: 4 Days Until The NEW ANN Makes Her Much-Awaited Debut + 30% Off & FREE SHIPPING
Date: Satur day, August 29, 2009From: Ann Taylor
Subject Line: NEW ANN. NEW SPARKLE + Last 2 Days to Enjoy 30% Off & FREE SHIPPING
Date: Sunday, August 30, 2009
From: Ann Taylor
Subject Line: What You've Been Waiting For: Meet The NEW ANN...
Date: Tuesday, September 1, 2009From: Ann Taylor
Subject Line: Shop Our NEW COVETABLES Collection + New Markdowns Added!
Date: Wenedsday, September 2, 2009From: Ann Taylor
Subject Line: NEW ANN...NEW STYLES: Shop The Perfect Little Black Dress
Date: Thur sday, September 3, 2009A while back I blogged about my lament over the decline in quality of Ann Taylor. It seemed like they had completely sold out to the bridesmaid crowd. This was particularly upsetting to me, as I had been such a longtime, faithful consumer of the brand. I had decided to blow them off, until now... Needless to say, I am very excited to check out "The New Ann". This is a mighty impressive campaign IMHO. 9 emails over 11 days, and they all got me sucked in. Looking at them individually, it might not seem clear exactly what it is that is new, but collectively they really manage to convey that apparently everything is new: new designer, new styles, new fabrics, new website, new attitude, the list goes on... (My personal fave was the New Sparkle email - I'm such a sucker for shiny things!). ;) Also, the subject lines seemed like they were talking to me and helped to draw me in with anticipation (even if some of them do need their own zip-code). I look forward to finding out what this "New Ann" had to offer!
September 9, 2009
From: Boden
Subject Line: Open me, I expire on Thursday! This Boden offer won't last.
Date: Tuesday, September 8, 2009
Just when I thought I could resist the temptation of spending money, bam, there was an offer I couldn't refuse - almost.
First, the subject line told me exactly what I needed to do, open the email. Second, it clearly stated when the offer expired. Third, the SL told me that I needed to jump on this deal now. When I opened the email, dogs greeted me. Each dog was labeled with the day-of-the-week and showed a percentage off. As a dog-lover, this creative pulled me in, although Boden apparel has nothing to do with pets.
I'm not a designer, but an essential part was missing. I clicked through the hotlinked email and it took me to the home page instead of a landing page with similar creative. I love a great offer, but a seamless email to website experience is just as important.
Cat lovers, what does this email do for you? Hopefully the offer is compelling enough to bypass the canines and get straight to the apparel.
September 8, 2009
From: Hotel Max Subject Line: Your Stay with Us Date: September 1, 2009 From: Hotel Max Subject Line: Thank You for Visiting! Date: September 2, 2009 Last week, I was up in Seattle for a meeting and stayed at the Hotel Max. After checking in at the front desk, I went up to my room and got online to catch up on my email. Amidst the regular cast of characters in my inbox was an unexpected surprise. Apparently, the minute I checked in, scratch that, the SECOND I checked in, Hotel Max sent me a welcome email. Talk about timely. Signed by the hotel manager, the email was personal and helpful, plus I have to give them kudos for taking the opportunity to plug the restaurant that's attached to the hotel. To round out the customer service experience, they also sent me a follow-up email asking for feedback about my stay. I won't go into the details, but I did have some feedback and decided to send it in. I got a prompt personal email from the hotel manager letting me know what they were doing to fix the snafu. The only puzzle in all of this is that the first email I received welcoming me to the hotel lists one guy as the hotel manager, but the personal email I received was from a completely different guy who also held the hotel manager title. My guess is that there was a personnel switch and no one updated the emails. Oops. Now that's the perfect example of why it's so important to make sure the content in your triggered messages is up to date.
September 3, 2009
From: Krispy Kreme
Subject Line: Raising Funds with Krispy Kreme!
Date: September 1, 2009
Having grown up in Michigan, I'm a die-hard Dunkin' Donuts fan, but a former coworker of mine LOVED Krispy Kreme, which is how I started subscribing to their emails. I dig the huge image. I can just taste that sugar glaze, can't you? But, the letter format just isn't working for me here. There's too much copy, there's no clear call to action, there's no top nav, and there's no preheader. I'd think that the fan base for Krispy Kreme has to be huge, so the fact that they don't have a SWYN element is also a big miss. On a really basic level, there isn't even a store locator to help me get my Krispy Kreme fix stat. Add in the fact that they don't even link directly to the fundraising landing page that's live on the site, and the misses just keep stacking up.
It's also interesting because their website maximizes content buckets, but their emails don't. IMHO, they need a complete email overhaul that brings their retro-feeling brand to life. Now, if you'll excuse me, I have a donut sitting next to me that needs some attention. Don't tell Dunkin'.
August 31, 2009
From: Tobi Subject Line: 20% Off, Happy Friday! Date: Friday, August 28, 2009 Just when you thought you were out of clever ideas for how to spin a sale...check out Tobi. They're TGIF approach is refreshingly simple and cleverly executed, not to mention that it's 20% off regular-priced merchandise...not sale and clearance! While most retailers are waiting to use the Labor Day handle for their big fall savings push, Tobi's smart approach makes sure all their loyal fans spend their hard-earned cash on their site first. Nice thinking. Still wishing they had a preheader and FTAF in their emails, but they do have the SWYN icons at the bottom, so that's a step in the right direction. And let's not overlook the straightforward subject line that tells the entire story in only four words and still has personality. Well done.
August 28, 2009
From: Ann Taylor
Subject Line: Meet Our New Designer + Shop Our New Perfect Pieces.
Date: August 24, 2009
I love the way that Ann Taylor unveils a new designer in this special email. This approach aligns perfectly with the current trend of putting real faces on big companies and of forging more of individual connections with customers and email subscribers. Not only do we get a literal face to associate with Ann Taylor designs, but the entire email creative represents the artistic process behind all Ann Taylor clothing. The swatches and sketch allows subscribers to envision the creativity and thought invested in clothing by real people, allowing shoppers to feel like they are purchasing something special and unique.
August 27, 2009
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.
August 18, 2009
From: The Daily Sip Subject Line: Daily Sip: Frick-in' Dry Creek Date: August 17, 2009 Taking a cue from Daily Candy's playbook, The Daily Sip by bottlenotes focuses on one big feature per email. Short on the sass that Daily Candy is known for, but long on copy just the same, the emails combine a swirl of education with a splash of salesmanship. They bottle each one as a "daily dose of wine knowledge" and they've created a pretty tight editorial calendar around that direction, with five main content types per week: Tips & Tools, Featured Winemaker, Chef Notes, Wine of the Week, and Regional Spotlight. Overall, I'm really digging these emails and read at least three out of the five I get each week. The tone is friendly and casual, not corporate, which is a definite bonus. That said, I think there are also some things they could do to help their subscribers interact more with the bottlenotes site, which appears to be big on community. (Their tagline is Good People. Great Wine.) - A top nav would be a great start. My suggestion: Wines, People, Notes, Clubs...at the minimum.
- Including a few secondary messages that drive people to the site would be key, i.e. a small promo similar to what's on their homepage to entice people to write notes about the wines they're drinking now. It's a no-brainer; the promo is already built!
- From an inbox perspective, I'd also change the "from" field to bottlenotes vs. The Daily Sip. They have "Daily Sip" in the subject line itself, so use the opportunity to promote the name bottlenotes in addition to The Daily Sip.
Lastly, I'm the first to admit that I'm not a designer, but I find the right rail ads to be disjointed from the rest of the creative. If it's a bottlenotes promotion, then the design seems to work, but when it's an ad for grass-fed beef...well...it just doesn't, IMHO. If they turned the ad into editorial content, then they could have more control of the creative. They could also connect the ad to the feature story. So if it's about a killer red wine, then reference that the grass-fed beef would be the perfect food pairing. Otherwise, I'm not sure I get why it's there. Any other design suggestions here? I lied. One last thing. I was a bit bummed by the experience of clicking on the "past sips" button. I was hoping to land in a newsletter archive, but instead ended up on a subscribe to The Daily Sip landing page. Since I already subscribe, this seemed like a miss.
July 21, 2009
From: Hollister Subject Line: Have you heard our new tracks? Date: July 21, 2009 Super-cool idea. Not-so-super-cool execution. The concept of creating a "lounge" on the Hollister site where Dudes and Bettys can listen to tunes is fantastic. Unfortunately, there are some glitches in the experience. Glitch #1: When I clicked from the email, it took me to the homepage, rather than landing me in the lounge. Glitch #2: A streaming video with sound that has absolutely nothing to do with the music automatically starts playing and continues to play even when I click on one of the bands. It's chaotic. Glitch #3: I wish the album cover would pop up in the HUGE video space available on the page, rather than this dinky little pop-up window. It'd also be cool if they had a bunch of info about the band and their music influences. On the plus side, I got to hear the entire song vs. just a snippet and they do have links to the band sites. All in all, I wish they'd dialed this experience in like they did for www.hcoridethewave.com.
July 16, 2009
From: Serena & Lily Subject Line: See what Serena hearts... Date: July 8, 2009 From: Serena & Lily Subject Line: See what Lily loves... Date: July 14, 2009 In keeping with the J.Crew email I blogged about a few weeks ago, I'm totally into this idea of hearing what the minds behind the designs are loving about their own collections. For me, it turns these emails from Serena & Lily into a mini magazine spread, like something I'd see in Cookie. They're colorful, beautiful, and short on copy. Very compelling. The Serena & Lily customer is definitely high-end and they do count a few celebrities as their biggest fans, so offering up a special deal or free shipping would feel off-brand with such an editorial-themed email, IMHO. They know who they are and they deliver that brand beautifully. I'm wondering if there aren't more brands out there that could identify a visionary in their own ranks and create a content strategy around him or her? For example, I'd love to hear from Anthropologie's creative director. I'd love to have her email me with her (or his) inspirations. What brands would you want the insider's POV on?
June 30, 2009
From: Victoria's Secret Subject Line: Thank you for your recent purchase Date: June 20, 2009 Isn't it fun when you rediscover a brand? Take Victoria's Secret, for instance. Lately, my gal pals and I can't get enough of this iconic brand. And it has nothing to do with sexy little underthings, either. (Sorry guys.) We're all about the dresses, tanks, tshirts and swimsuits featured in the summer catalog. One of my girlfriends went so far as to say that the only promotional emails she opens anymore are the ones from Victoria's Secret! I'm not sure if they revamped their email marketing and merchandise, or what. But, whatever they're doing, it's working. What sealed the deal for me was this simple "thank you for your purchase" email. Instead of combining it with my order confirmation, they sent a separate email to just say...thanks. I loved it. Plus they gave me free shipping on my next order of $100 or more. I already have three dresses picked out.
June 22, 2009
From: DailyCandy Seattle Dedicated E-mail - Take It to the Bank
Subject Line: DailyCandy
Date: Monday June 22, 2009
I thought I subscribed to Daily Candy, not Daily Medicine! Ugh! While I'm fine with a beauty, retail or pop culture sponsored promotion from DC every now and again, I did not sign up with the expectation of getting ads from Chase. How did this happen!? Daily Candy built it's reputation by telling us about the opening of Spinasse and alerting us to discounts on Kate Somerville. Bank accounts? We spent all our money eating pasta and applying products to our faces. Is this "new economy" or just sponsored promo inappropriateness!?!?
May 28, 2009
From: giggle Subject Line: help us help you Date: May 28, 2009 If you ask giggle, my two cents could be worth $500! Thought this was a great incentive to get people to engage with the giggle site and start writing product reviews. Their creative is always fresh and clean, and they really do a great job of carrying their brand through every customer touchpoint, from the site to email to the store. Total Sidebar: Not sure it was intentional, but I love the Jerry Maguire reference in the subject line. Remember that scene? "Help me help you, Rod. Help ME, help YOU."
May 27, 2009
From: Starwood Preferred Guest Subject Line: Rock Your Summer with Concert Tickets from SPGDate: May 27, 2009Is it me, or is this a weird pairing? I wonder if I was "picked from the crowd" because I happen to subscribe to both Live Nation and Starwood Preferred Guest emails. I pretty much subscribe to both of them since I am an Email Marketer, but the last concert I saw was Prince back in 2001 (back before Live Nation was even around!) and I've only been to a Starwood Hotel once (when friends of the family had booked an extra room and gave it to us for free). My point is, that I personally don't really fit into either demographic, and I have a hard time visualizing people who are in the Luxury Hotel and Rock Concert markets concurrently: "Hey honey! Let's stay at the St. Regis and then we can go see The New Kids on the Block for FREE!". Thoughts anyone?
May 21, 2009
From: Twitter Subject Line: wyatt seipp is now following you on Twitter Date: May 21, 2009 From: Facebook Subject Line: Kendal Burrell confirmed you as a friend on Facebook Date: May 10, 2009 Yes, I have a Twitter account and I guess people are following me. What that means I haven't quite figured out yet, and I think it requires that I start doing something. But, I'll get there...at some point. What I really want to talk about is how much I appreciate Twitter adding a little life to their triggered messages. I get that these emails need to be easy-to-read on a mobile, but does that have to mean boring old type without any color? Couldn't Facebook at least add the profile pic of who confirmed my friendship? Thoughts? Anybody? Anybody?
May 7, 2009
From: Goop
Subject Line: It's Goop - DO
Date: Thursday, May 7, 2009
Okay, okay, I admit it. I signed up for GOOP newsletters. Never heard of GOOP? It's Gwyneth Paltrow's lifestyle website. At first, I didn't get it. As a matter of fact, I initially mocked it, jumping on the bandwagon with other folks who, quite frankly, were excited to have something negative to say about Princess Gywneth. But, I've noticed an inner shift in my inner aspect. (Gwyneth would get that reference.) Secretly, I look forward to her emails, and I realized today when I received the latest that I needed to come clean. In some weird way, it feels like Gwyneth is literally pulling my email address out and saying, "Oh, I think I'll email Darrah today." It's kind of like Twitter on Botox. It's all plumped up and I love it. While at times her tone comes across a bit condescending, like she's dispelling her glorious wisdom to us simple folk who are never going to be as fabulous as her, I do believe that her intentions are genuine. And actually, she's featured some pretty impressive interviews and tips in her newsletters. Now, if she could just break loose and make it feel more like a casual conversation between the two of us...now, that'd be seriously cool.
April 15, 2009
From: Johnnie Boden
Subject Line: New Mini Boden is in with 15% off plus FREE shipping
Date: Tuesday, April 14, 2009
This Mini Boden email is a creative delight!
(1) Love the polka-dot background; great playful backdrop.
(2) The postcard treatment and travel illustrations add texture and depth, making this more than just another "buy this summer stuff" message.
(3) I am especially a fan of the fish and finger-point animations; what a novel way to add movement. The little fish really caught my attention in the preview pane :)!
See the animation here >
April 6, 2009
From: Coach
Subject Line: have you seen it? the new coach.com
Date: Monday, April 4, 2009
Coach.com announced their website revamp via email this morning. In contrast to the very focused approach taken by Williams-Sonoma in 2008, Coach's message is an explosion of screenshots and pink. While I could go on about the lack of standard logo and navigation, the unfortunate, not-so-easy-to-read tiny graphical text and the endless scrolling, that would just be boring. By now, we've all taken a trip on the best practices train to 516 W34th Street and back. (Check out our Email Insider "Break the Rules" article for more on this topic.) What I like about this email is that while it's absolutely overflowing with content and screengrabs, it's also overflowing with enthusiasm and excitement. I get the sense that Coach is excited about the new coach.com, and therefore, so am I. As an email viewer, do I have the patience to actually squint through the fine print and all the little screenshots? Not so much. But I am inspired to click through and check out the new website (and I'm not really even a Coach shopper), so in essence, this email has more than done it's job.
I like to make this analogy: a promotional retail email should act like a retail store window. It needs to be compelling enough to bring passers-by inside.
March 17, 2009
From: Barneys New York
Subject Line: Good for You!
Date: Friday, March 13, 2009
I recently started a new email account, and this Barneys New York email is my favorite welcome message so far. The copy congratulates me on signing up and thereby joining the "email cognoscenti," the message is branded to set expectations for future Barneys emails, and the messaging is simple, direct and draws me back into shopping. My favorite part is their humorous approach - their fashionable but still roller-wearing model looks both sassy and beautiful. The playful copy beneath the CTA "Leave your rollers in - we don't care!" ties it all together: the funny photo and the benefits of being part of the email program (high-fashion shopping prior to primping :)
March 10, 2009
From: Nordstrom
Subject Line: 9-to-5 Looks at Nice Prices
Date: Wednesday, March 10, 2009
From: Nordstrom
Subject Line: Just In: Fresh, Affordable Dresses
Date: Friday, March 6, 2009
With the economic downturn raising stress levels throughout society, it's interesting to see how retailers are marketing to a belt-tightening subscriber base. The last couple emails I've received from Nordstrom have come with subject lines touting affordable prices.
Nordstrom is traditionally a high-end brand, selling sophisticated fashion to the consumers that can afford it. While they're famous for stellar sales, their regular messaging is not about price--it's about high-end style.
With the landscape changing for marketers, I wonder if the introduction of "affordability" messaging in Nordstrom's full-price email campaigns signifies an attempt to shift their brand perception slightly, to be thought of not only as the place to find the best service and best fashion pieces available, but also a destination for high style with low prices. I also wonder whether their price tags will be able to match their messaging, especially as subscribers change their ideas of what "affordable" means.
January 22, 2009
From: Jaguar
Subject Line: 0% Financing on the XF Luxury
Date: Tuesday, November 25, 2008
I have been receiving Jaguar's emails for awhile now and I continue to be impressed with how well their emails fit their brand. I am also impressed because they are coming from a car company. When I think of designs that come from a car company I think of a cheesy car-driving-down-a-country-road scene. I usually don't think of nice, clean design so Jaguar really surprised me when this email arrived in my inbox. The email itself is very clearly laid out and doesn't just speak to one specific car and the imagery is top-notch. The top section talks about their newest car and urges the recipient to locate a dealer. The module below talks about the online portfolios that you can view for Jaguar's cars. The other module lets you know that you don't have to buy an expensive car as a gift, you can treat them to merchandise. Jaguar finishes off the email by reminding Jaguar owners that they should update their navigation systems on a regular basis. I love that they take the time to do this but it doesn't really apply to me as I don't own a Jaguar (unless someone wants to surprise me...). I think the next step for Jaguar would be to create modules that they can swap out to make their emails more relevant for each recipient.
January 6, 2009
From: Smith-Harmon
Subject Line: Retail Email Year-End Trends for 2008
Date: January 6, 2009
If you're in the midst of planning your 2009 email marketing strategy, this free reportlet from Chad White, Smith-Harmon's research director, is a definite must-read. It's packed with stats, trends and charts about the overall retail email volume, frequency and timing among the top online retailers in 2008. Want to know which days of the week were most popular to send retail emails? Interested in the top 20 retail email days of the year? Ready to learn what the SECOND biggest retail email season was, behind Christmas? Fasten your seatbelt and get ready for a few surprises.
Download the free reportlet now to get the panoramic view of what happened in the world of retail email in 2008.
January 5, 2009
From: Tommy Bahama
Subject Line: Relax
Date: January 5, 2009
I love the imagery and sentiment of this Tommy Bahama email, which hit my inbox today. On the plus side, it totally makes me want to plan a mid-winter escape to some place warm and sunny. On the down side, I think they should have dropped the "spirit of the season" idea and focused on "Happy New Year". The holidays are definitely over, so the copy of this email feels a little late to the party. Kudos to the subject line though, which simply says: Relax. The perfect mantra for the first back at my desk.
December 11, 2008
From: Urban Outfitters
Subject Line: You lost. Will 15% off make it better?
Date: December 11, 2008
This Urban Outfitters email made me laugh out loud. About a month ago I entered a sweepstakes of theirs, in which they invited subscribers to start a wish list to enter a drawing to win a $1000 Urban Outfitters gift card. I’d forgotten all about it until I got this email today. Bummer, no shopping spree! But the email is great. The irreverent copy works because their brand is so irreverent, and it’s smart that they encourage me to start shopping again by offering a discount as a consolation prize.
December 10, 2008
From: Neiman Marcus
Subject Line: So, you need a gift? Look no further + Free gift wrap & free online shipping
Date: December 10, 2008
From: Neiman Marcus
Subject Line: FINAL HOURS! FREE $100 NM GIFT CARD with online purchase + Free gift wrap & free online shipping
Date: December 9, 2008
From: NM Store
Subject Line: Take an extra 30% off at Neiman Marcus stores
Date: December 10, 2008
As a follow-up to my December 8th posting, I thought I would share the latest NM news. I received three emails from Neiman Marcus in ONE DAY. Yes, that's right. 1-2-3 in 1 day. While I understand that good things come in threes, I'm not so sure it applies here. And while I also understand that two were from Neiman Marcus proper and one was from NM Store, they all look like Neiman Marcus to me. And check out the subject line lengths! The only word that comes to mind is: Unsubscribe. Otherwise, I'm speechless.
November 21, 2008
From: Sephora
Subject Line: 1 box, 10 gifts.
Date: November 16, 2008
I L-O-V-E Sephora's version of last year's Elf Yourself. Talk about creative. From start to finish, it's a seamless experience that even the most tech-challenged girl can navigate with ease. Here's the skinny: After you've uploaded a pic of yourself, you go through a series of steps where you outline your eyes, mouth and face shape. Sounds complicated, but trust me, they've made it blonde-proof. (It's okay, I can say that because I'm a blonde.) Once you've finished with the outlining, the real magic begins. Within seconds, you have four fun and fabulous looks to choose from: Smokey Sugar Plum, Merry Berry, Santa's Little Temptress and O, Tannen-Babe. It's your face all glammed up in four festive ways, complete with eye shadow, mascara, gloss and more. All that's left is for you to add a personal message and send it on to your fellow glamour gals. You'll get a sweet little email that lets you know your Mistletoe Message has been sent, and best of all, the savvy team at Sephora includes a promotion code in the confirmation email for a free set of lashes or a sample size of Sephora Lip Attitude with any purchase. Simply brilliant.
Want to see my Mistletoe Makeover e-Card?
Check it out here.
From: Anthropologie
Subject Line: A holly jolly good time.
Date: Wednesday, November 12, 2008
I love how well Anthropologie has integrated their holiday messaging into their regular creative style. This email is so clearly holiday, but nothing about it is cliched or off-brand for Anthropologie. The subject line, the snowy cream color, the whimsical copy and the quirky candle animation are all so Anthropologie, and also all so refreshingly holiday.
November 6, 2008
From: Abercrombie
Subject Line: winter coats to keep you warm.
Date: October 30, 2008
From: Abercrombie
Subject Line: layer-up in classic style.
Date: November 6, 2008
I'm having a little trouble figuring out Abercrombie's latest email campaign. Maybe someone can help me sort it out.
The first email shown here has the subject line: winter coats to keep you warm. But, ummm, the email features a plaid flannel shirt. I guess it would be ironic if the guy happened to be naked or something, but he's not. So it just looks odd. Although, the links do make sense: Boys Outerwear and Girls Outerwear. At first, I thought it was just a production error, like maybe the wrong file was sent or something, until I received the second email and I realized they're trying to be ironic.
The second email's subject line is layer-up in classic style., which uses a hyphen incorrectly, but that's not really the issue, so I'll move on. The hero image features a guy with no shirt on, albeit he does have a short-sleeve tee draped over his shoulder. So, what exactly is he layering here? I guess it's ironic, but does it really sell the clothes? Maybe on a huge billboard it does, but in email when the whole objective is to get people to click through, does it work? The thing that's too bad is that the link to Boys Knits goes to some cool long-sleeve knit pullovers, tshirts, etc. IMHO, it would have been good to show at least a few products to tell the story and spark someone's interest enough to click the links. The way it is now, you really have to be a die-hard Abercrombie fan to be interested enough to click through.
It's election week: Let's put it out for a vote. Check out the two emails and share your thoughts. But remember this: It's like rain on your wedding day, a free ride when you've already paid, and having 10,000 spoons when all you need is knife. That's ironic, don't you think?
October 23, 2008
From: Michael Stars
Subject Line: New Breast Cancer Charity Tee
Date: October 7, 2008
In the last few weeks, I've received quite a few emails from retailers with a Breast Cancer Awareness message as the main story. This really got me thinking about the whole idea of cause-related marketing and whether or not it can actually drive sales.
Lo and behold, I received a blog posting on October 15th from MediaPost.com that talked about this very topic. Here's a slice of the story:
According to the 2008 Cone/Duke University Behavioral Cause Study, released recently by Cone and Duke University's Fuqua School of Business, cause-related marketing can exponentially increase sales, in one case as much as 74%, resulting in millions of dollars in potential revenue for brands.
Gets you thinking, doesn't it? What if every company found a way to include a cause-related message once a month, rather than once a year? In addition to driving sales through the roof, just imagine all the good we could do. Food for thought.
Read the full blog posting on cause-related marketing at MediaPost.com.
September 15, 2008
From: Apple
Subject Line: The new iPod touch. Game on.
Date: Thursday, September 11, 2008
Normally, I love just about everything Apple sends me, but this email left me speechless and a little disappointed. What did it to me? The headline: iPod Touch. The funnest iPod ever. Really? With all the creative genius coming out of Apple, that's the only word they could come up with? Funnest!?! I get that language evolves and that non-words become words over time simply because we use them in our everyday conversations. I also totally get that in today's TXT world, it's cool to ditch the grammar we learned in school and go straight for the slang. But, funnest? IMHO, the writer could have at least tried to make it relevant by using the word fun as a comparison. So maybe other iPods are fun, but iPod Touch is the funnest. I could have played along with that, but this just missed the mark for me. On another note, the subject line totally reeled me in with The new iPod touch. Game on., and the body copy did its job by supporting the SL with The new, ultrathin iPod touch was born to play. Tilt, tap, shake, and swipe your way through stunning 3D games and applications. It's just that headline. Sorry, Apple. I still love you, though. Write soon.
November 20, 2007
From: katespade.com
Subject Line: shop pop & color
Date: Tuesday, November 20 2007
I agree with Shannon Milar, who loves this message for it's "unique vision for holiday." Like kate spade's fall imagery, their holiday photography feels fresh and fun. It's so easy for us to fall into blahliday mode, slavishly aping last year's creative (only redder!), but this campaign illustrates the opportunity to consider how we can mix our unique brand elements with traditional holiday visual cues to bake up something new.
April 20, 2007
From: Bag Borrow or Steal
Subject Line: Love The Devil Wears Prada? Borrow the Earrings!
Date: Thursday, April 19, 2007
In a woman's world, you are your handbag, and status bags are pricey. Enter Bag Borrow or Steal. It's a brilliant concept: they basically rent you accessories you can't otherwise afford. With gals everywhere laying out weeks of salary for the right hobo, I can see this concept being huge.
I think they generally do a good job with their email creative, but I'd like to point out a few things they could do to optimize their campaigns, from top to bottom:
1) Go a little larger with the logo. Since it's such a delicate script font, it's somewhat tricky to read at this size. Granted my eyes are going from too much screentime, but I do have my glasses on.
2) Try bringing the menu items up into the brown tint bar, on the upper-right. This will help separate them out from the main message, as well as conserve vertical real estate.
3) Render body copy in HTML rather than graphical text so it's legible in email browsers with images disabled by default.
4) Cut linked graphics separately rather than using image maps. Several email browser strip image maps, thereby preventing users from clicking through!
5) Add a little humor. There's definitely a "wink-wink/nudge-nudge" element to accessories rental. "It's our little secret." I say play that up and have some fun with it!
April 18, 2007
Looking for inspiration? After closely monitoring, observing, applauding and, in some cases, trash-talking the creative efforts of over 100 leading online retailers since 2004, I'd like to take a moment to recognize a handful of shining stars. It's not just about one or two standout emails: this group consistently delivers creative, innovative and memorable campaigns.
From: Apple
Subject Line: Great gift ideas to surprise your valentine.
Date: Friday, January 27, 2006
Apple won our 2006 Q1 EDM vote with their January 27 "Love is in the ear" campaign. And looking back, it's no wonder. The copy, the imagery, the layout, the theme. They all work together in a beautiful harmony. It's clever, elegant and most importantly…effective. There's no arguing that Apple had a stellar 2006. Can't wait to get my iPhone.
From: Crate & Barrel
Subject Line: Greens that Wow
Date: Monday, April 10, 2006
Smart, fresh and simple. Nominated for an award in Q1 and Q2 of 2006, Crate and Barrel consistently delivers aesthetically pleasing creative throughout the winter, spring, summer and fall. Their campaigns are honest and hardworking, with no crazy hooks, no flashing animations and no groundbreaking, medium-altering innovations. In a nutshell, they keep it real. While basic sometimes means boring, in the case of Crate and Barrel it means consistent, on-brand and best-practices worthy. No gimmicks here.
From: UrbanOutfitters.com
Subject Line: Take an Extra 25% off. This time, we mean it.
Date: Thursday, June 22, 2006
It's always good to explore the lighter side of life, and Urban Outfitters has proven that humor always comes out a winner. They win the witty vote, for sure. They throw traditional production values out the window in favor of a few good laughs, and it really works. There is a refreshing, human element to their campaigns. As a matter of fact, it feels like you're funniest BFF wrote the copy and created the layout.
From: Barneys New York
Subject Line: Wedges, Platforms + Boots - Barneys New York
Date: Wednesday, October 18, 2006
The standing ovation goes to Barneys for their generous use of humor. Their silly imagery, casually elegant handwritten font and dashed-off calls-to-action (Shut up and shop!) project a fun, attractive, devil-may-care attitude. Their creative is clean, welcoming and aspirational. It's always good to see the upper-class crowd taking themselves a little less seriously.
From: J.Crew
Subject Line: $4.95 Shipping. Gobble, gobble.
Date: Wednesday, November 22, 2006
J.Crew really found their voice in 2006. Their copy is intelligent, sassy, direct and convincing in a non-intrusive wink-wink, nudge-nudge, buy-now sort of way. And we love it! They rely heavily on copy to float their creative, and float they do. Their messages are always timely to the holidays, the weather and any other national event that they can tie in. Their sale emails are effectively persistent, without being demanding, which conveys a sense of real urgency to shop before your co-worker, friend or neighbor gets that perfect sweater before you do.
April 10, 2007
From: fredflare.com
Subject Line: BEEP BOOP BEEP at fredflare.com
Date: Tuesday, April 10, 2007
Lately there's been lots of talk about making email more personal. But usually we're referring to dynamically dropping a customer's name into a "Welcome" field. I'd like to stress the importance of making emails more personal meaning human.
In a virtual landscape increasingly dominated by customized avatars and tricked-out social network profiles, it makes more and more sense to make a conscious effort to inject personality and authenticity into our electronic communications. Fredflare.com does it here! Instead of just featuring a half-naked model surrounded by an array of merchandise a la Abercrombie, they congratulate their employee of the month by featuring her in an email and allowing her to showcase her picks. This has so much more meaning for me as a consumer. I actually feel happy for Julie. How often do you feel happy for someone when you open a marketing message? Ain't that nice? What can you do to inject a little happiness into your email campaigns?
April 4, 2007
From: Apple
Subject Line: Thank you for your interest in iPhone.
Date: Tuesday, April 3, 2007
I signed up to receive iPhone product updates the day the gadget was announced, but only received this Welcome message today. Of course it's beautiful, and almost because of that I have to point out that the bottom legal copy is misaligned in IE7. But who cares about PCs, right?
April 3, 2007
From: CB2
Subject Line: create a cool gift registry
Date: Monday, April 2, 2007
CB2 does a nice job with their gift registry promotion here, infusing levity and delight into what can be a stressful process during a major shift in people's lives. I've heard one too many stories about engaged couples second-guessing their commitments based on flatware disagreements, so CB2's positioning the idea of "fork and knife" as fun is both refreshing and kind (as well as on-brand.)
March 27, 2007
From: NORDSTROM.com
Subject Line: New from Brands like Velvet, Wilster & More | FREE SHIPPING with Shoe Purchase (Details Inside)
Date: Wednesday, March 28, 2007
Nordstrom shows their Seattle roots with this gal's hairstyle, eh? I was actually at the Bellevue store this weekend and experienced truly legendary customer service, which I basically used to justify spending way more money than originally planned. See, good customer service really works!
I have seen that more specific Subject Lines often generate a higher CTR, but this seems to be just about the world's longest subject line: New from Brands like Velvet, Wilster & More | FREE SHIPPING with Shoe Purchase (Details Inside).
March 19, 2007
From: Forth & Towne
Subject Line: Important News about Forth & Towne - Please Read
Date: Monday, March 19, 2007
From: holdeverything
Subject Line: save 20% on your first west elm purchase
Date: Wednesday, July 16, 2006
Some of you may have already heard that Gap Inc. is already shutting down it's fairly-new Forth & Towne brand. Their email notification brings up a good question: how do you handle bad news, like a store (or brand) closing, via email?
First things first: it is important to break the news to customers. You don't want them making pointless trips to your retail locations, only to find them shuttered. But how you break the news is everything. Here, Forth & Towne erred on the side of being a little too, well, sad. This email just feels depressing. It's important, even with negative news, to keep upbeat and highlight a customer's opportunities. For instance, Forth & Towne could have focused more on sale opportunities at local stores, or could have plugged some of their other brands in an attempt to convert shoppers to Banana Republic or Piperlime, like HoldEverything did with west elm in this example from last year. I realize Forth & Towne will probably cover these things over the course of the next couple of months, but at least touching on them in this initial message would have helped soften the blow.
March 14, 2007
From: Restoration Hardware
Subject Line: Announcing the Launch of BrocadeHome.com
Date: Wednesday, March 14, 2007
If you haven't already, check out Brocade Home. It's like west elm with frills. (Rumor has it that, despite the fact that they're owned by Restoration Hardware and Williams-Sonoma respectively, the concepts actually were originated by the same person.) After so much spareness, I'm kind of fiending for some frou frou.
March 13, 2007
From: Saks Fifth Avenue
Subject Line: Want It! Our Spring Trend Line-Up + FREE SHIPPING
Date: Tuesday, March 13, 2007
Saks' new "Want it!" campaign tagline is such a shameless rip-off of Barney's " Love it!" campaign from last year. It's just too similar not to blow the whistle on it. I do think they made fun use of the rotating GIF though - click here to see it.
March 6, 2007
From: shopbop.com
Subject Line: Trend Alert: Wide-Leg Pants, Vintage & Navy for Spring at shopbop.com
Date: Tuesday, March 6, 2007
Those of you who receive email updates from shopbop.com are probably familiar with this face. This redhead has been appearing in shopbop's campaigns consistently for as long as I can remember. I'd thought I was sick of seeing her day-in and day-out (Like, can't shopbop afford a second model?) until, recently, she began appearing less. Opening campaigns to find random brunettes and blondes, I found myself missing the redhead - as though my personal rappaport with the face of shopbop was left dangling. When we were finally reunited with this campaign on March 6, I was embarrased to find myself feeling quite content.
(I'd like to think) I'm not alone in my imagined internal dialogues with said redhead. But even if my particular experience is more ridiculous than most, the big-picture reminder here is that your customers - the most "die hard" in particular - are looking to your brand for a sense of continuity. They want consistent visual and verbal cues. They want a solid relationship. They've bonded to your imagery, your voice and your design - that's one of the reasons they are "buyers." So be careful and gentle when you make changes to your email creative. And have good reasons for changing direction. Don't switch things up just because you as a marketer are personally sick of the proverbial redhead.
March 5, 2007
From: Coach.com
Subject Line: Introducing the first fragrance from Coach
Date: Monday, March 5, 2007
A lot of us have been feeling like Coach has turned into a big old logo machine as of late, watering down the product in order to appeal to a broader market. I guess that's one way to grow. And so is launching a fragrance! Reed Krakoff puts it nicely: "I wanted to create a fragrance that embodies the many personalities of Coach women." So are we targeting everyone after all, or only schizos? (I think we might want to reword that quote. Is there a copy editor in the house?)
January 28, 2007
From: gap.com
Subject Line: Up to 70% Off: Last Chance to Shop Clearance
Date: Thursday, January 25, 2007
I hate to kick a brand while they're down, but how can Gap regain their glow when their logo looks like it's covered in mud? I'm not sure I've ever witnessed a company deface their own logo like this. Polish it off, for Pete's sake!
January 2, 2007
I've appreciated the humor sprinkled throughout Urban Outfitters' email campaigns, but even more I appreciate the LOVE I get each week from fredflare.com. On December 18, they told me "WE LOVE YOU / THX FOR BEING OUR BESTIE:)" which is just about the cutest thing I've ever read in an email. On December 22, they assured me that they're "HERE FOR [ME]!", all smiley with hearts, and on the 29th they thanked me for "an amazing year."
I just think it's so nice and sweet that Fred Flare is mailin' out some love each week. I always open their campaigns - they bring a smile to my face. (I'm sure they must be getting some love back in return from their customers!) This seems like such a nice way to drive sales. Maybe we could all try to inject some love into our campaigns this year. Thanks Fred Flare!
From: fredflare.com
Subject Line: fredflare.com's $9.95 3-DAY ENDS TODAY!!!!!!
Date: Monday, December 18, 2006
From: fredflare.com
Subject Line: fredflare.com is HERE FOR YA!
Date: Friday, December 22, 2006
From: fredflare.com
Subject Line: fredflare.com's FREE SHIPPING ENDS SUN:)
Date: Friday, December 29, 2006
December 9, 2006
I am all for innovation, but this is ridiculous. To start, Neiman Marcus appears to be exceedingly proud of the "unfolding magic" which is possibly the crappiest video ever made. Come on! What the heck is that!?
And then there's Crate & Barrel. They're so excited about their first TV commercial that they sent an ad about an ad. Wow! A TV ad? Amazing!
Finally, we've got Bergdorf Goodman selling CDs. Maybe I just don't grasp their greater "live-in-our-brand-bubble" vision, but how does a Bergdorf Goodman CD collection make any sense? And who buys CDs anymore anyway?
From: Neiman Marcus
Subject Line: The Christmas Book is here!
Date: Tuesday, October 3, 2006
From: Crate and Barrel
Subject Line: Preview our new TV ad
Date: Thursday, October 5, 2006
From: Bergdorf Goodman
Subject Line: Volume: Preview & own the music of Bergdorf Goodman
Date: Friday, October 27, 2006
December 6, 2006
For those of you unacquainted with giggle, they're a baby/new parent store, offering a product assortment "pre-sorted to include only the most healthy, stylish and innovative" items. I think they've done a great job distinguishing themselves from both branding and merchandizing perspectives.
As far these EDMs go, I love the design template; the stripes and the dropshadowing around the border make for an unexpected, fun combination. But are we so overloaded with product that we don't know where to look? As a $-friendly designer, I'm all for showing the widest breadth of assortment possible, but how many elements are "too many"? At what point do we overwhelm a user into overload? Do too many click-through opportunities cancel each other out entirely?
From: giggle
Subject Line: Spooktacular Halloween Treats
Date: Wednesday, October 11, 2006
From: giggle
Subject Line: 50 amazing gifts under $25, plus FREE gift wrapping
Date: Wednesday, December 6, 2006
November 16, 2006
For those of you that haven't heard the news, Gap Inc. has launched a new accessories brand: Piperlime. It is, in essence, a polished Zappo's: an online shoe shop featuring hundreds of brands other than Gap. I was initially surprised that Gap would become a middleman-merchant, but considering the fact that their own brands haven't been performing, while Zappos.com and other high-margin accessories retailers have been raking it in, I guess it makes sense. I wonder whether Piperlime has been in the works for long, or whether it was a quick, reactionary move?
So what about the Piperlime brand? Do fruit juice connections and conversational tones feel cute or stilted? Will the brand perform, or are we all already so jazzed with Zappos.com that we don't need a Zappos with lime? I'm extremely curious to see where things go with Piperlime, and would love to hear your thoughts.
From: BananaRepublic.com
Subject Line: Introducing our newest brand Piperlime and get $15 off.
Date: Thursday, November 9, 2006
From: Piperlime
Subject Line: Welcome to Fresh Juice from Piperlime.
Date: Thursday, November 9, 2006
From: Piperlime
Subject Line: Cute boots for kids and exciting new women's brands.
Date: Thursday, November 16, 2006
November 9, 2006
Racoon on a leash!? Lions and bunnies!? "Shut up and Shop!"? A colleague recently sent me a screenshot of the last page you see after making a barneys.com purchase. It read as follows: " Thank you for your order. You will receive an email confirmation shortly. Now go back to work!" And check out the Back Cover of their "Saga of Sylvia" catalog.
I applaud Barney's for their generous use of humor. The silly imagery, Hollywood commentary, and "casually elegant" handwritten font, which evokes a clever little dashed-off note, project an alluring "we've got it all/the devil may care!" attitude.
From: Barneys New York
Subject Line: What is a Man? Find out at Barneys.com
Date: Friday, September 22, 2006
From: Barneys New York
Subject Line: Wedges, Platforms + Boots - Barneys New York
Date: Wednesday, October 18, 2006
From: Barneys New York
Subject Line: Let Your Accessories Speak for You - Barneys New York
Date: Thursday, November 9, 2006
July 24, 2006
From: Hollister
Subject Line: Take a Trip with Hollister - Downtown to Surftown
Date: Thursday, July 20 2006
Regardless of my feelings about Hollister and parent brand Abercrombie & Fitch - namely that they use sex inappropropriately to market to children - I have to applaud their brilliant branding efforts. I do not frequent their website much less their stores, but even through my limited contact with the brand - via email - I have developed a very strong sense of the Hollister "imaginaire." Hollister is not just a clothing retailer. It's a place, a texture, a way of life, a state of mind - an imaginary west coast refuge of laid-back beauty. It's in the words, the font faces, the imagery. It's an incredibly well-constructed illusion that promises teen paradise is as close as slipping on a "Mountain Road Beach Henley".
As the subject line reads: "Take a Trip with Hollister - Downtown to Surftown". Click here to see a technically impressive execution of this seductive imaginary world.
June 1, 2006
From: Starbucks.com
Subject Line: Coming soon – a must-see movie from Starbucks Entertainment
Date: Wednesday, April 26, 2006
From: Diesel
Subject Line: Calling all unsigned musicians!
Date: Tuesday, May 30, 2006
From: Starbucks.com
Subject Line: Catch the new Dan Zanes CD at Starbucks
Date: Wednesday, May 31, 2006
You can't go a single day without seeing a Wall Street Journal article about new media channels, TV online, and advertainment, etc. Since media is "so hot right now," I guess we shouldn't be surprised to see coffee and clothing retailers expanding their brands into movies and music. I actually saw "Akeelah and the Bee" (I also drink about four cups of coffee a day) - it was cute - but somehow seeing the "Starbucks Entertainment" logo at the film's start just felt wrong. We'll see...
April 10, 2006
From: Nike Women
Subject Line: Make a Splash with the Nike Swim Collection
Date: Monday, April 10, 2006
Who is this email addressing? It comes from "Nike Women", but the racy Sports Illustrated closeups were clearly photographed for men. And what is this email selling? I don't see any swimwear. I only see Maria Sharapova, who happens to be a tennis player, not a swimmer. The "playful polka dots" and "quick-drying fabric" referred to in the body copy aren't even visible in the blacked-out imagery.
This email is addressing no one about nothing. So much for women's athletics. Thanks Nike!
March 30, 2006
From: Earl Jean Newsletter
Subject Line: Tax Season Special Promotion from Earl Jean
Date: Thursday, March 30, 2006
Let me be frank, the primary reason I'm posting this message is that the offer is so awesome: get 50% off everything on Earl Jean's website through April 15. That's pretty amazing. (I bought something.)
While I was happy to take advantage of the offer, I do feel that a "Tax Season Special Promotion" is totally off-brand for Earl Jean. It might fit for - say - Quicken Financial Software - but Earl Jean puts out an "I'm too cool to pay taxes" image, a dirty hair and dirty deeds image, so to frame a sale within a "Tax Seaon" context doesn't make any sense. It's just not sexy.
On a technical note, it's really not appropriate to use "Newsletter" in the "From:" field unless you're delivering content (like an article), so in this case, it would make more sense just to use "Earl Jean."
But anyway, what a deal! Buy something!
February 28, 2006
From: Ann Taylor
Subject Line: The New Collection is Here, with an Exclusive Offer
Date: Tuseday, February 28, 2006
This is a such nice, clean creative execution. It has a light, refined quality that really says "Ann Taylor in the Spring." I think it captures the overall brand cleanup that's been happening recently at Ann Taylor.
On a separate note, since January, Ann Taylor has been doing a notable job executing multiple messages within each campaign. This email manages to address the Spring Collection, a Shoe Sale AND an Online Sale without overwhelming viewers. A rare achievement. Bravo, Ann.
One recommendation for improvement: the New Arrivals main message features the PETITE call-to-action so prominently, we loose sight of the opportunity to click through to the main collection. The two call-outs should really be given equal weight.
February 15, 2006
From: FreePeople.com
Subject Line: Go with the flow in Free People dresses
Date: Tuesday, February 14, 2006
From: Barneys New York
Subject Line: Fresh Cannabis
Date: Wednesday, February 15, 2006
There's a Pot Party in my inbox! Today Barney's surprised me with a crazy "WE LOVE CANNABIS" message! Seems a little off-brand for Barney's, despite their attempt to cloak the idea in an elegant, minimalist black box. And maybe it's only because I read it in tandem with the Barney's message, but Free People's dress campaign looks more like it's recommending we let body odor and Marijuana smoke "flow around and through" us. But heck, at least it's on-brand. 4:20, dude!
February 10, 2006
From: Bliss Beaut-e-mail
Subject Line: winning news from bliss
Date: Friday, February 10, 2006
While I love Bliss products, I sometimes don't love their brand tone. "I-can-have-it-all" sassiness can look too much like "I-can-have-it-all" bitchiness, as is the case with this smirky gal "who's been two-timing." To send something like this so close to Valentine's Day comes off as, well, bitchy.
November 28, 2005
From: Coach.com
Subject Line: Find Charming Holiday Gifts at Coach
Date: Monday, November 28, 2005
These past few years, Coach has done such an amazing job of going from boring to boppy. This campaign is just another example of the bright, happy new presence they've become. The idea of buying charms as holiday gifts NEVER crossed my mind - until I saw this EDM and immediately purchased three.
One suggestion: leverage your brand recognition and newfound popularity by rocking a big old logo! "Coach.com" only appears here as one of several small menu navigation items.
October 12, 2005
From: holdeverything
Subject Line: Specialty of the house: furniture that works
Date: Wednesday, October 12, 2005
I like this email because it really typefies the holdeverything brand. The product is relevant and the copy is helpful. What you can't see in the screenshot: the couch animates from folded to pulled-out.
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