From: Forth & TowneSubject Line: Now order by phone
Date: Tuesday, January 23, 2007
I visited a Forth & Towne store for the first time just before Christmas and - depsite the fact that it makes me feel old - I really liked the product assortment. The merchandise appeared to be of good quality, and there were some pretty interesting, unique-looking pieces in the mix.
In general I've also liked Forth & Towne's email creative, but I want to bring up a detail that's repeatedly caught my attention, and that's the use of the bracket character - } - to indicate a call-to-action. While it's a novel idea, I'm not sure there's a good enough reason to use it in place of an underline or a more standard carrot. While I'm sure most people "get it", the bracket lacks the universal "click here-y-ness" of the carrot or the underline. I'd recommend doing a creative test to see how it affects CTR.
