Smith-Harmon - Make It Pop!

Posted by Lisa Harmon at 4:42 PM
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From: opening ceremony online
Subject Line: OCNN: Keds for OC Tribute London
Date: Tuesday, June 1, 2010 4:51 PM

Love OC's use of animation in this Keds message.
Ah, the colors of my youth...

Check out the newsletter in its entirety here >

New Trend: Diagonal Text

Posted by Amy Hamilton at 12:14 PM
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		From: JCPenny Subject Line: $4.99 Shipping! Make A Splash This Summer Date: Thursday, May 20, 2010 From: Ann Taylor Subject Line: Ann Taylor & InStyle Present Wear-To-Work Chic Trends + Enter For A Chance To Win A $500 Ann Taylor Gift Card Date: Friday, May 21, 2010 From: The Limited Subject Line: SAVE this Memorial Day Weekend With These Special Offers, Going On Now! Date: Thursday, May 27, 2010

I've noticed a new design trend: diagonal text. It can really add interest to a design when used properly. My suggestion is to keep text to a minimum and make sure the fonts are simple and large for readability. I also recommend only using this tactic on headlines while keeping your body copy HTML text to avoid images disabled issues.

Check Boxes, Shipping Boxes

Posted by Lisa Harmon at 10:12 AM
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From: net-a-porter.com
Subject Line: What's new for you on Monday
Date: Monday, March 15, 2010 9:34 AM

In November, I shared my hesitations about NET-A-PORTER's designer preference-driven emails. I had been auto-signed up for Burberry designer updates because I purchased a Burberry ring, and was feeling relatively over-informed about Burberry products. Since then, I invested some serious time in selecting my true and varied preferences in NAP's robust preference center. Now, NET-A-PORTER is sending me some seriously relevant emails, and is making some serious cash off yours truly.

Basically, NAP sends me email messages so spot-on, it's like a personal shopper set up a dressing room just for me, filled with stuff I'm dying to try on. Not only do I open these emails, but I enable images, then wait for them all to download (all 2,660 pixels of them, in this case.)

No email comes too frequently and no email is too long if it's totally relevant to the recipient. In this case, it was the A.P.C. a-line denim skirt that got me.

Sidebar regarding shipping boxes: NET-A-PORTER's are beautiful, but Intermix's seem to be scented. An incredibly pleasant scent emerges when you open the box. Ah, package magic!

Time for a DKNY Makeover?

Posted by Amy Hamilton at 4:34 PM
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From: DKNY.com Subject Lines: Various Date: Monday February 1, 2010 - Monday, March 1, 2010 DKNY seems be stuck in a design rut. Since summer of 2009, I've been seeing a reoccurring trend in their designs (an image of a group of girls taken at the same distance & camera angle, paired with a headline). Every now and then they'll throw in a different email like a sale message or something for purses, but overall the repetitive design style has lost my interest. I might suggest trying some new & creative imagery, having the girls break out of the grid, adding in some color or additional imagery or trying a new template structure.

DIY Cuteness

Posted by Lyla Reinero at 10:21 AM
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From: crewcuts
Subject Line: cooper's D.I.Y tips
Date: Saturday, March 6, 2010

This is actually a spread from the physical catalog, but it completely grabbed my attention, and I'm hoping for crewcuts to create an email campaign based on the DIY idea. I have always been into crafting and all things creative, and particularly adore the ruffled seasaw dress with the dots. There's part of me that has an aversion to the idea of spending $64 for a kids dress and then messing it up with a marker, but really, the dot-finished look is like cuteness personified.

Embrace New Ideas

Posted by Amy Hamilton at 12:02 PM
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From: BananaRepublic.com
Subject Line: Chino goes chic-every day of the week
Date: Tuesday, February 16, 2010

I really like the originality of this design. The partial image with an arrow to "See More" really grabbed my interest.

It can be difficult to think up new ideas for email. When the "horizontal scrolling email" was introduced everyone thought, "Why didn't I think of that?!" I urge you to find your own unique ideas and styles. Set yourself apart and watch user engagement soar!

Use Your Words

Posted by Raleigh Briggs at 4:20 PM
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From: Kohls.com
Subject Line: FREE SHIPPING. 3 Days Only!
Date: Thursday, November 19, 2009

From: J.Crew
Subject Line: INSIDER SALE reminder. Ends tomorrow. 20% off your order of $150+.
Date: Tuesday, November 17, 2009

From: Lands' End
Subject Line: Up to 65% off + Free Shipping: in-season Overstocks
Date: Tuesday, November 17, 2009

I'm a little confused, Kohl's. What is it you're trying to tell me?

Just kidding.

This email brings up an interesting question. We all know large headlines and colorful graphics are best practices for email marketers. But is bigger and brighter always the way to go? Not necessarily. This Kohl's email, for example, does violence to my eyes, and that's not good. The message itself is fine--free shipping is a great angle for the pre-holiday season--but between the neon background, the huge text, and the animation, I feel like I'm being yelled at.

So let this be a cautionary tale: if you're going to go the "one box, one message" route, don't overdo it. J Crew puts out great one-message emails that use rich (but viewable) colors, classy typefaces and just a smidge of clever banter to get their message across without the virtual bullhorn. Similarly, Land's End uses a dark background to make their text really pop. Maybe Kohl's could take a pointer from these two companies so their next email doesn't have me reaching for the Excedrin.

Modcloth Has it Covered

Posted by Lyla Reinero at 2:16 PM
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From: Modcloth.com
Subject Line: Take a look, at our new Fall Coverings!
Date: Wenedsday, September 30, 2009

I totally fell in love with this email. First of all, I feel like I must have nearly each individual item featured here! Next, I love the way the email is organized in sections with each outfit featured in those adorable frames, as well as the individual products needed to support the ensemble. Finally, I love the overall style of this email with it's dainty girlishness. Irresistible!

Marketing to the ADD Crowd

Posted by Lyla Reinero at 11:34 AM
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From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Sunday, September 13, 2009

From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Thursday, September 24, 2009

From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Thursday, October 1, 2009

What? Just in case I missed it the first and second times?

I know A&F's Emails seem to be the favorite "whipping boy" of the Smith-Harmon bloggers, and I'm loathe to just jump on the pile, but c'mon already!! I guess Abercrombie's marketing style is to beat you over the head with it... For this "Vintage Hoody", I've received 3 emails (so far... who knows? Maybe I'll get more!). For their "Destroyed Jeans" 5, and "Preppy Plaid Shirts" 9(!?!). And, furthermore... they were too lazy to even mix it up a little with the Subject Line!

Just so I say one nice thing though, as previously commented by fellow Smith-Harmon blogger, Alex Madison, I do like that they being creative and doing the horizontal format.

An Email Fashioned to Perfection

Posted by Darrah MacLean at 8:34 AM
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From: Saks Fifth Avenue
Subject Line: Harper's Bazaar picks Spring's best only at Saks
Date: September 23

On the heels of Fashion Week, this email couldn't be more perfectly timed or perfectly designed. I love that they avoided the boxy grid and messed things up a little. It has a fluidity to it that feels fresh. The copy is short and compelling, the call-to-action is clear, and the way they handled the partnership aspect of this email is really classy. Love how the Harper's Bazaar logo looks like it's actually part of the headline vs. being tacked on in an empty space. The secondary bonus message works really well in this email, too. Rather than go with a traditional boxed-in promo, they added some grit with a torn piece of paper.

Best of all, the landing page didn't disappoint. It was clean and compelling, highlighting the top five trends and giving me Glenda's take on each. And even though we're headed into fall, I could still shop each spring trend if I was so inclined.

Overall, Saks has definitely stepped up their email game by mixing product-focused messages with dedicated emails featuring editorial content, as you can see here and here. As a copywriter who believes there is always a story to tell beyond Free Shipping and SALE, I love it.

A Newsletter Inspiration

Posted by Amy Hamilton at 12:14 PM
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From: Shutterfly
Subject Line: Get bright ideas for the holidays and more
Date: Thursday, September 24, 2009

I have to say I love this newsletter from Shutterly.

Visually:
It has a light & airy feel (which can be difficult with the amount of information packed into this email) with a punch of well-chosen colors. The imagery is well placed to draw the eye across and down the page. The content is engaging with a variety of topics from video and iphone apps to holiday reminders and coupons.

Best Standards:
It also hits the mark for email best standards with...
-- A full preheader of standard options
(See Chad White's reportlet on popular preheader elements)
-- HTML body text
-- Alt tags on graphic headlines & images
--Standard newsletter "In this Issue" (table of contents) located above-the-fold
--Website navigation in the header
--Legal footer & opt out information

My Suggestions:
--Try the navigation in HTML text
--Use a standard button treatment throughout
--Try using the space at the bottom (where the header is repeated)
as a recovery module with additional link options.

I give this email 5 hearts!

Creating Brand Personalities

Posted by Darrah MacLean at 8:29 AM
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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?

All the better to...

Posted by Lisa Harmon at 10:47 AM
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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.

You've Got It, Flaunt It!

Posted by Lisa Harmon at 6:56 PM
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From: shopbop.com
Subject Line: You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File
Date: Friday, March 27, 2009

Shopbop's "got it" with their monthly newsletter, Style File. Three reasons why shopbop has beauty and brains:
(1) They find a happy balance between beautiful, aspirational product imagery and disabled-images friendly HTML text.
(2) Their copy has attitude, just like their subscribers. It's actually worth reading! "As more than one Wall Street mogul can attest, now is not the time to be hiding your assets. You’ve clearly got it. Flaunt it." Question: have you ever seen a longer subject line than this one?: "You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File" OMG! What do we think!?
(3) They seamlessly integrate product and editorial copy. I have to admit that I actually tried on a pair of black Helmut Lang harem pants at Barneys last week. I couldn't tell if I looked fabulous or like MC Hammer. I wavered between thinking "these are so now" and "these are so me at 13 in Z. Cavariccis." Hot or not? Got it? Flaunt it?

Babble

Posted by Lisa Harmon at 9:28 AM
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From: Barneys New York
Subject Line: CHRISTOPHER BAILEY and ED WESTWICK - Burberry Blow-Out Babble!
Date: Thursday, March 19, 2009

Ed Westwick is fabulous!

Michelle and Isabel

Posted by Lisa Harmon at 1:52 PM
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From: InStyle.com
Subject Line: Look of the Day: Michelle Obama
Date: Wednesday, January 21, 2009

From: Barneys New York
Subject Line: Mrs. Obama and Barneys LOVE...
Date: Wednesday, January 21, 2009

Yesterday, the world wasn't only inspired by President Obama's inaugural address. We were also wowed by the beautiful colors that Hilary, Jill, Michelle and other leading ladies - and babies - paraded onstage. I admit it: I was absolutely waiting to see which brands would get major points for inbox relevancy and react to the inaugural opportunity via email. Kudos to two of my fab five favorites - Barneys New York and InStyle - for pulling together these messages lickedy-split.

P.S. J.Crew threw an error when I attempted to browse their "gloves" category today. Could it be that everyone's trying to pick up a pair of Mrs. Obama's moss greens?

This Email is Not the Funnest

Posted by Darrah MacLean at 2:48 PM
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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.

You Had Me at the Subject Line

Posted by Darrah MacLean at 2:46 PM
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From: Piperlime
Subject Line: Brown bag it.
Date: August 21, 2008

Piperlime writers get to have some serious fun with their copy. They have developed a really strong brand voice and I love that they keep it dialed with every email. Last week, as I sifted through my cluttered inbox, this particular subject line jumped out at me. Maybe it had something to with the fact that I'm looking for a brown handbag or maybe it just brought back fond memories of school lunches (and considering it's back-to-school time this SL is even more appropriate). Either way, it got me. So I opened the email. While the headline fell a little flat for me because it didn't support the subject line sentiment, the body copy was right on – Nothing says fall like a gorgeous brown bag. I agree, Piperlime.

Glamping

Posted by Lisa Harmon at 11:39 AM
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From: fredflare.com
Subject Line: Grace Kelly goes camping...
Date: Wednesday, July 30, 2008

I adore the idea of Grace Kelly camping with the Hardy Boys. That is a fantastic notion. Reminds me of the style little Emma Roberts sported in the Nancy Drew movie, which I really enjoyed, by the by. If you ever wondered what happened to Rachel Leigh Cook, she is in that film. Having three names hardly ever works for actresses, does it?