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Category Archive: Culture Watch
May 28, 2010
From: HR Baby&Child
Subject Line: Set Sail With Our Marlowe Panel Bedroom
Date: Thursday, May 27, 2010 The text overlaying the light and dark parts of the background images makes this otherwise lovely email tough to read. Chad White posted a great Email Insider article the other day about how email designs are neglecting the needs of Baby Boomers - your biggest spending force, usually - by not having readable text. Other readability issues to watch out for include too-small text, low-contrast text and full caps. Make sure that people aren't missing your message just because they can't read it!
March 17, 2010
From: Puma
Subject Line: 25% Off - Lucky You!
Date: Tuesday, March 2, 2010
Sports-style brand Puma made a bold statement with its recent St. Patty's Day email. Often tame with its holiday creative--this heart-adorned Valentine's Day message comes to mind--Puma opted to forgo the predictable shamrock graphics in favor of something far more striking.
The creative features an image of a dozing leprechaun and his anonymous, stocking-clad guest, sprawled over one another in the remains of the evening's merriment, with the headline "You Don't Have to be Irish to Get Lucky." In the center of all this is a single sneaker, dangling on the woman's foot. I suppose this technically makes it an on-body product shot, and therefore one of the more provocative of its kind in recent memory.
Now, some may argue that this in poor taste (or even just stupid). There's probably a case to be made there. It's got the same kind of tongue-in-cheek, not-so-subversive fratty humor that you see everywhere from faux-thrift store t-shirts to men's body wash ads which, even if you find them funny, can be tiresome in their ubiquity.
Whether the creative appeals to you or not, however, it's undeniable that Puma takes a smart risk by shifting toward this type of edgier messaging. The brand speaks in a more relevant way to a coveted demographic, namely dudes with disposable income in their twenties and early thirties.
Puma has also created content that's interesting enough (or at least startling enough) to be shared and commented on by the same demographic. In our office, it was forwarded around and definitely became the topic of conversation--not because of the discount, but because of the imagery. This kind of conversation can both increase brand awareness and act as a vehicle to spread the sale message.
Additionally, Puma manages to differentiate itself in the inbox from similar brands and similar sale messaging. A significant fact to note is that this message was sent two weeks before St. Patty's Day, when the only evidence of the holiday seemed to be the Guiness display at the grocery store. By sending earlier, Puma got a jump on other retailers competing for attention around a similar type of message.
Ultimately, this type of messaging wont work for all brands and certainly wont resonate with all subscribers. You have to give credit to Puma for recognizing and speaking to a part of its audience, even with the inherent risk involved in moving away from safer options. No matter what your brand, it never hurts to examine new ways to make your messaging stand out and appeal to your followers. Who knows? You might just get lucky in a way you never expected.
January 28, 2010
From: Red Cross
Date: Monday, January 15, 2010
On January 12, 2010, Haiti was struck by a devastating earthquake that not only shook the island but people across the globe. Within days, many organizations mobilized to collect donations. The Red Cross partnered with the Mobile Giving Foundation and First Lady Michelle Obama to launch an incredible mobile campaign.
Within three days of the earthquake, the Red Cross generated over $8 million in donations via texts at $10 per transaction. More donations were generated via short codes as other organizations launched their own mobile campaigns.
All marketing channels were leveraged to generate historically significant totals. Through websites, music sales, benefits, telethons and texts, organizations quickly organized to drive one the most focused and successful campaigns in history. Success was driven by three key components: low donation thresholds, ease of donation through mobile partners and cross channel efforts that amplified the message.
Donors were presented with options to receive updates on how their dollars were spent. Subscribers connected to the event through updates and news that drove continued contributions. To date, donations to help Haiti exceed $528 million. What an amazing feat!
November 3, 2009
From: Etsy
Subject Line: Etsy Finds: Trick or Treat
Date: Tuesday, November 3, 2009
Etsy.com is a bastion of offbeat, cool-girl style, so it's no wonder they put the "personal picks" trend to such good use. In this email, part of the Etsy Finds series, Christine, an Etsy seller and blogger, handpicks her faves for Halloween.
What makes this email stand out from others like it is the way Christine's personality is emphasized: she's perfectly Etsy-esque, but she's real--she likes pranks, she has a weird mom, and she's discovering new things on Etsy every day, just like the rest of us.
Everyone seems to agree that putting a human face to your brand is a smart idea, and it's one we've written about several times on this blog. Etsy puts a twist on this concept by using the perspective of a seller, rather than a more formal spokesperson, which ultimately synthesizes two lovely trends in one EDM--personal picks and reader reviews. The result is a friendly, intimate conversation with Christine, and it makes me want to find out what other Etsy treasures she might uncover.
My lone complaint about this email is that I received it much too late. I received this Halloween-themed newsletter on Halloween--why would I order any of this stuff now? The sloppy timing of this mars what is otherwise a very charming email.
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.
May 6, 2009
From: Crate and Barrel Subject Line: 1,2,3 ways to save on select Wusthof and Shun cutlery Date: May 1, 2009 If you're into knives (or should I say cooking 'cause just being into knives might be a little creepy) then you'll know that Wusthof and Shun are on the cutting edge (pun intended). I love how Crate and Barrel turned a simple knife sale into something fun, interesting, clean and simple. And the texture with the lettuce at the bottom is simply gorgeous. Plus, they always have that dynamic store location in the footer. Guess they are the sharpest knives in the drawer. Okay, enough puns for one day...
March 20, 2009
From: Barneys New York
Subject Line: CHRISTOPHER BAILEY and ED WESTWICK - Burberry Blow-Out Babble!
Date: Thursday, March 19, 2009
Ed Westwick is fabulous!
March 16, 2009
From: Sephora
Subject Line: Do It Yourself - and save!
Date: March 3, 2009
Just like a lot of folks out there, I'm making calculated choices about where I spend my cash these days. So how can marketers reach a gal like me who's holding tight to her credit card? Give me a reason to spend money so that I save money. Case in point, this super fun email from Sephora. I scrolled the whole way down and purchased a couple of things off this DIY list. They even highlight the salon price for each service and compare it to the Sephora DIY price. Very clever, very timely, very creative. IMHO, this is the perfect example of how marketing to the masses via recession-minded tactics can come off smart, not sneaky.
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.
December 5, 2008
From: Smith-Harmon
Subject Line: Chad White's Cyber Monday Report
Date: December 5, 2008
Online retailers put a lot of bank behind Cyber Monday this year, and the big question is: Did it pay off? That's a big ole YES from Chad White, Smith-Harmon's new Research Director. His latest FREE reportlet, Cyber Monday Sees Record Retail Email Volume is packed with much more than just retail email volume and messaging stats. This 11-page gem gets into a full-on discussion of messaging trends with creative samples.
Download the free reportlet now to get the complete story on the biggest day in online shopping.
July 11, 2008
From: Delta Air Lines
Subject Line: An Open Letter to All Airline Customers
Date: Wednesday, July 9, 2008
This is interesting...Airlines CEOs are "taking the extraordinary step of writing (a) joint letter" to make a case against oil speculators. It packs a punch to see all those signatures in one place, doesn't it?
...And they used HTML text ;)...
Have a wonderful weekend!
April 8, 2008
From: Starbucks.com
Subject Line: Starbucks is doing something big in Seattle.
Date: Friday, April 4, 2008
From: Jamba Juice
Subject Line: Jamba Breakfast – On Us
Date: Monday, April 7, 2008
Is this the world's biggest coincidence, or did Jamba hear about Starbucks and go head-to-head with them on the morning of April 8!?!? Looks like " a clear invitation to the dance*" if you ask me. I'd love to know if anyone has info ;).
* Quote quiz: Name that movie!
January 2, 2008
From: Email Marketing Reports
Subject Line: Video message with a message + am I an idiot?
Date: Monday, December 31, 2007
Here's another fun holiday-themed video from Mark Brownlow at Email Marketing Reports: check it out!
From: Chad White of the eec
Subject Line: A special holiday greeting from Chad White
Date: Monday, December 24, 2007
In looking back at the marketing emails we received over the course of Q4, I think Chad White & family did a great job putting the content to song! Check out "The Twelve Days of Email" here.
Happy New Year!
November 16, 2007
From: Cole Haan
Subject Line: As seen on Oprah: Boots with Nike Air
Date: Thursday, November 8, 2007
From: Borders Rewards
Subject Line: 30% Coupon & Oprah's New Pick
Date: Wednesday, November 14, 2007
These are just two examples of the many "Oprah's Pick"-themed emails I've seen over the past few weeks. Chad White also highlighted a Target example back in October. I'm assuming that Oprah's product picks - like her book club selections - fly off the shelves, and that her name alone opens emails. After all, Oprah is awesome. Maybe Oprah should run for president.
On a totally unrelated note, Borders emails are so tall and so heavy! They must be an absolute bear to produce. I'm wondering if numerous graphics equal numerous sales for Borders, or whether they've tested simpler creative options. They've obviously considered the scroll-factor, as they include what they're calling a "Shortlist index" at the very top of the email, similar to a table of contents. Problem is, if a recipient with disabled images clicks one of these anchor-tagged links, they'll be directed to a big empty white box.
May 2, 2007
"Natural" is clearly the buzzword in home furnishings this spring. Who does it best? And do you think that by mailing a few days earlier, CB brands detracted from PB sales? Do we need to reconsider our messages in the context of our competitors'?
From: CB2
Subject Line: cool earthy things
Date: Monday, February 26, 2006
From: Crate and Barrel
Subject Line: Spring Collection Preview
Date: Tuesday, February 27, 2006
From: Pottery Barn
Subject Line: Introducing the Natural Home
Date: Thursday, March 1, 2006
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?
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 8, 2006
With all this talk of "luxury" lately I thought I'd do me some research. I happened across three very interesting reads:
" Living It Up: America's Love Affair with Luxury", by James B. Twitchell
" Let Them Eat Cake: Marketing Luxury to the Masses - as well as the Classes", by Pamela N. Danziger
" Trading Up (Revised and Updated): Why Consumers Want New Luxury Goods...And How Companies Create Them", by Michael Silverstein, Neil Fiske & John Butman
So gift yourself a little market research this holiday season. In addition to upping your on-da-job skeelz, you may also gain some insight into your own consumer behavior. Enjoy!
October 2, 2006
From: Crate and Barrel
Subject Line: Join us for a store fall preview
Date: Thursday, September 7, 2006
From: Lacoste
Subject Line: Friends and Family
Date: Monday, October 2, 2006
As online traffic increases and brick-and-mortar retail store visits dwindle, retailers in home furnishings and apparel are leveraging online marketing to drive in-store sales. Here, Crate and Barrel and Lacoste try two different approaches: an in-store event, and a print-out coupon.
I am fascinated by the growing interplay between the virtual and "real" worlds of commerce. Just last week I saw an actual "I Bought it On EBay" retail location on Long Island, a la "The 40 Year-Old Virgin," and recently learned about the thriving marketplace of Second Life. "Residents of one of the Internet's most populous virtual worlds shop, attend class—even run businesses. Soon you may do the same." Read the story in Popular Science.
July 31, 2006
From: Polo.com
Subject Line: Create Your Own: Introducing the Team Polo
Date: Thursday, June 29, 2006
From: MINIUSA
Subject Line: Let's be small with huge imaginations
Date: Thursday, July 20, 2006
From: Room & Board
Subject Line: Furniture Designed by You, Built by Us
Date: Wednesday, July 26, 2006
From: NIKEiD.com
Subject Line: Back to School at NIKE iD
Date: Friday, July 28, 2006
MINI's personalized car roof is probably the most extreme example I've seen: from clothing to furniture, personalization is showing up on ecommerce sites web-wide. Now, we're not just consumers; we're clothing designers and interior decorators as well. While I enjoyed "expressing myself" at NIKEiD.com and "creating my own style" at polo.com, I pause to consider the social and cultural implications of the personalization craze. If you're curious about what makes something like personalization popular with the young'ns, if you're marketing to the "coveted 18-24" shopper, or even if you're just looking for an interesting read, check out Generation Me by Jean Twenge. It keys into the general characteristics of Americans born after 1980. It's a fascinating read.
July 20, 2006
From: J.Crew
Subject Line: Crewcuts has arrived.
Date: Friday, March 31, 2006
From: online@luckybrand.com
Subject Line: New Lucky Kid for Summer from Lucky Brand Jeans - Plus Free Shipping
Date: Wednesday, June 7, 2006
I understand experts have observed a cultural phenomenon wherein American parents are casting their children more and more in their own images, right down to the $120 designer denim. Here, two national retailers jump on the "Mini-Me" bandwagon. The forecast:
1) J.Crew: What TOOK you so long? I forsee success and many mini-polo-wearing babies. (I heard from a retail associate that Crewcuts merchandise is flying off the shelves.)
2) Lucky Brand Jeans: I anticipate a more uncertain future. While I don't know for sure, I would imagine Lucky's target demographic falls into a pre-marriage pre-baby-making age bracket. I see folks in tie-dyed Janis Joplin t-shirts balking at the thought of matching kiddies in Skull & Crossbones onesies.
On an unrelated note, Lucky Brand Jeans puts so much effort into their retail stores - the look, the displays, the whole experience is very unique and well-done. While their website and email campaigns integrate some of the retail location feeling successfully, the overall production quality is disappointing in comparison.
July 19, 2006
From: katespade.com
Subject Line: we're helping you say "thank you"
Date: Thursday, June 8, 2006
From: FreePeople.com
Subject Line: Are Your Friends on the List to Get Our Catalog? Are You?
Date: Friday, June 9, 2006
From: UrbanOutfitters.com
Subject Line: So awesome, you bought them all. (We made more!)
Date: Friday, July 7, 2006
My penmanship has degenerated into an illegible scrawl; my atrophied muscles cramp over a single "thank you" note. Notes, postcards and post-its: as snail mail goes the way of the dinosaur, handwriting has been showing up all over the web. Here, Kate Spade, Free People and Urban Outfitters use handwriting to convey the sense that we're part of an intimate person-to-person dialogue: accepting Mr. Oliver Oh-So-Right's marriage proposal on monogrammed stationery; participating in what appears to be a coke-snorting boho correspondence; receiving cavalier notes "heart, us". I feel more authentic already.
July 18, 2006
From: CB2
Subject Line: new...the affordable modern catalog
Date: Tuesday, July 18, 2006
While I appreciate CB2's "all modern eyes" campaign for it's novel kaleidoscopic display of product, I am most interested in it's implications when read as a cultural document. Here, the Buddha is purely decorative, time costs just $29.95, and the mandala - a ritualistic geometric design symbolic of the universe, used in Hinduism and Buddhism as an aid to meditation - features the most important components of our modern universe: merchandise, which we subconsiously believe that, when purchased, will bring us consumer nirvana.
University of Washington Asian Languages & Literature Professor Collet Cox often refers to a mental construct she terms "the grid of desire" wherein we separate and fixate upon objects outside of ourselves, hoping to find completion in union with these objects. Expanding upon that idea, we can see the EDM is a virtual "grid of desire," uniting customers with Gaucho Side Chairs, inducing a temporary shopper's high. Whenever I make an especially unnecessary or expensive purchase, I like to joke: "Now, I am complete."
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