From: introducing our first ever crewcuts catalog + free shippingSubject Line: J.Crew
Date: Friday, May 1, 2009
I am all about beauty and brains.
This image has both.
(1) It's delightful with sorbet colors, chalk swirls and jungle animals.
(2) It tells a story: this girl is sitting on her brothers' skateboard in her SoCal driveway. Those are his jungle animals. Those are her chalk drawings. She's so proud of her jewels and her tutu.
(3) It sells: the accessories, the clothes and the shoes are unmistakably crewcuts, and will make your kids' life - and your life - as smooth as strawberry sorbet.
This email message also includes a "View this email on a mobile device" link. For the uninitiated: for now, this is how a "mobile version" should look (at right.) Simple to do, right? Go for it, all! Only I think J.Crew is being a little too eager putting the mobile link as the first element of the preheader. I'm interested in what portion of audiences are clicking on this link from brand to brand. Have any input for us?
I would probably dress just like this every day if I could, only none of you would take me very seriously ;).
Comments
My biggest issue with this message is the lack of segmentation. J-Crew offers products for three distinct groups: men, women and children.
I am a young guy with no kids, they got my email address in the store and they send me all of their email communications. I checked their preference center and there is no way to optout of children communications. I find that 75% of JCrew emails are highly irrelevant because they are very narrowly focused on women or children product.
If you are not going to segment your list, then make your message broader in focus
Posted by: Juan Esteves | May 4, 2009 7:32 AM
How do you really feel, Juan? ;)
Seriously though, what % of JCrew's email customers are men? I would think you get the same type of emails from any clothing retailer.
Do young men really buy clothes online?
Posted by: sjm | May 5, 2009 9:54 PM
So how can you tell it's not her skateboard and her jungle animals, hmmm?
And I agree with Juan.
When the only relationship I have with a retailer is buying women's apparel, I don't want to get home furnishings promos (Lands End) and kids promos (Garnet Hill, JCrew, etc., etc.).
Posted by: Leslie | May 30, 2009 7:56 AM
I agree, thats her skateboard & her animals. I think chicks on skateboards with tutus rule.
Posted by: Megan Walsh | June 7, 2011 1:52 PM