November 2009 Archives

From: Bluefly
Subject Line:Double Dip: Take $30 Off $150 + Free Shipping - 4 HOURS ONLY!
Date: Monday, November 23, 2009

Bluefly's gift guide this year centers around 9 or so female characters, collectively called the Fashionistas, as well as 6 male characters. Customers engage with the characters via a "shop her list" function. This is an interesting concept: having characters your customers can relate to is fun, and it's loads more engaging than the usual vague gift categories of mom, girlfriend, and so on.

The characters that Bluefly uses, however, are a little disappointing. The fashionistas are the usual collection of lady archetypes--the diva, the gossip, the ice queen. The male characters are all some flavor of clueless dope in need of (ugh) "mansformation." I think Bluefly could have gotten a better result if their characters seemed more like actual people. Why not make the Fashionistas a little more complex, like the men and women who shop on their site? A character who likes dressing up as well as being comfortable. A character who works hard and loves music. A man who can dress himself without help. You get my point, and hopefully next time around, retailers will too.

From: Crate and Barrel
Subject Line: Santa's helpers are here with Free Shipping. See details...
Date: November 16

Yes, this email is a few weeks old, which makes it practically ancient considering how many emails are out there about Black Friday and Cyber Monday. I've been slacking on my blog entries. No excuses. Just the truth. But I'm back, and this little gem just couldn't gather dust in my inbox without a little shout-out.

I am so inspired by other writers who can have some fun with just a couple of words. It looks so easy, and on rare occasions it is, but for the most part, writing clever copy that's 6 words or less can actually take you longer than writing a whole paragraph. Case in point: Deer Santa. This writer found a way to make me chuckle about a free shipping email. Seriously, that's impressive. The simplicity of the secondary message about shopping their site on my mobile phone is also well done. Just wish they'd thrown in some CTAs (calls-to-action): Shop All Holiday in the hero is a no-brainer, and Get More Info for the mobile message would have been ideal to take people to this landing page.

From: Teva
Subject Line: Mush-The Perfect Stocking Stuffer
Date: Monday, November 23, 2009

I am a big fan of Teva shoes; they're comfortable and very durable. Their email, however, leaves me a little confused. After reading the subject line, I agree, Mush sandals are a great idea for a stocking stuffer. However, after opening the email, I'm not reminded of the holidays - I'm whisked away to a tropical vacation. I like the email copy and design, but I find the subject line and primary message disconnected. I think the timing of this email would have made more sense to me if there were some copy about tossing them into my suitcase for a holiday beach getaway. Without it, I feel stranded.

This email would've made more sense to me if I read something like this -

If a tropical paradise is calling your name this holiday, pack a pair of Mush sandals. See new colors and styles of Mush at Teva.com.

From: net-a-porter.com
Subject Line: What's new for you on Wednesday
Date: Wednesday, November 25, 2009

Earlier this month I wrote about a positive experience with an email message from net-a-porter.com. While I maintain that their intention to message on favorite designer new arrivals is a good one, I have some reservations about the execution. I've been receiving emails literally every day highlighting relatively random (not email-worthy) Burberry product such as this mish-mash of sportswear.

It's a tricky balance. Moving toward systematic automation based on either stated or inferred preferences is definitely "the way of the future," but there's something to be said for the value of human input. I'm not sure that the net-a-porter.com merchandising team would have highlighted this particular "Cotton waffle-knit top."

Perhaps it's a simple matter of adding a "hot or not" flag that indicates whether a particular item should or shouldn't hit the inbox.

From: Gilt Groupe
Subject Line: Valentino Pret-a-Porter, Jonathan Kelsey, Jewelry by Isharya Starts Today at Noon ET
Date: Wednesday, November 25, 2009

If you like beautiful things and you don't already get emails from Gilt Groupe, you should. Shouldn't. Should. Shouldn't. Should...

As an industry person, I like the mails for two primary reasons:
(1) They are able to both maintain a glossy image and promote relevant content within a templatized vehicle format. I don't know how many hours marketing and brand folks argue about the impossibility of brand value retention and templatization peacefully co-existing. Here they do.
(2) They've developed a super superfooter. The "ALSO FROM GILT GROUP" zone wraps up viral and cross-channel drivers, while the "UPCOMING SALES CALENDAR" keeps designer druggies anticipating their next score.

As a person person, I am totally obsessed with the photo of the kitten with the bracelets. It makes me want to put chandelier earrings on my cats.

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.

Subject Line: Read the Research Report
From: Smith-Harmon, a Responsys Company
Date: November 19. 2009

As the number of marketing channels continues to grow, integrating campaigns across those channels becomes even more important-especially if you want to have significant reach and impact. Chad White educates us on the ins and outs of putting best practices to work with his latest research report-The Retail Email Guide to Multichannel Engagement: How Email Marketing Drives Interest in Other Sales and Marketing Channels.

Packed with facts, stats and samples, this comprehensive guide examines the ways that email marketing plays a key role in planning and executing multichannel strategies. It highlights tactics and standout examples of retailers using email to promote social media, mobile, stores, direct mail, online, and TV and online video.

Check out an excerpt from the report:
"Email is dead." It's a refrain that email marketers have heard many times in recent years. Many pundits have gleefully declared that RSS, then SMS, and then social networks would replace email as the preeminent digital communications technology. But rather than being email-killers, all of those channels have been used in combination with email marketing.

Ready to dig in? Download the free reporlet now.

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.)

From: Anthropologie
Subject Line:Our niftiest gifts & cleverest contraptions.
Date: Wednesday, November 11, 2009

There's no lack of love for Anthropologie on this blog, but this gift guide in particular is really nicely done. I love the dimension created by the combination of art and photography and the way each tumbles over the other. Everything about the design of the email is fresh and, indeed, marvelous. I love how they've redesigned the little Twitter and Facebook icons at the bottom so they fit with the look of the email.

Another thing I appreciate about this is that it avoids Christmas clichés that, come November, seem to multiply like fruit flies in my inbox. After so many "Tis the Season" and "Holiday Cheer" emails, it is refreshing to open a beautifully designed email that takes a different approach. There's nothing wrong with seasonal advertising, but isn't it nice to see an ad that imagines a world where you give gifts just because you want to?

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.

From: fredflare.com
Subject Line: 30% OFF + a dancing kitten
Date: Wednesday, November 4, 2009

Check out this very cute and savvy Holiday Preview from Fred Flare. Do you want to see that dancing kitten? Yes! A million times yes!

I am always impressed by the way Fred Flare keeps things sweet and positive while maintaining a cheeky irreverence. Their emails are never short on delight, and this one is no exception. Here, they present a funny twist on the "favorite picks" trend with a list of gift suggestions picked out by the adorable Charlie Fuzzy Caterpillar. Click on his picture and you'll be taken to a cute series of photos of Charlie doing a pirouette. I'm hooked already!

Here's the sneaky part: by placing Charlie's photoshoot down the center of the page, the reader is prompted to keep scrolling until-voila!-they've viewed the entire blog post, which is chock-full of links to other parts of the website. Even though you've just viewed a lot of content, it doesn't feel like a trick.

From: JCPenny
Subject Line: Enjoy $10 On Us!
Date: Sunday, October 25, 2009

I received an interesting email from JCPenny. It's not the design that pulled me in, but the copy. Lots of retailers offer a reward card, so it's important to make yours stand out. I think there is a lot to learn from their example, including:

1. How is your offer different from what your competitors' offer?
JCPenny's competitors give reward cards or ask for your phone number in order to receive savings. But JCPenny's system saves you time & wallet space by attaching your rewards to any credit card you own & register online.

2. Keep the email short and to the point.
The copy immediately addresses why this offer is compelling and makes the points easy to scan by numbering the steps with short phrases. The copy could have gone on to tell about the rewards, but that would have lost my attention -- I can easily find that information by clicking through.

3. Make it Personal
The letter format was a good choice. It felt more personalized, and the same offer could have been easily lost in a designed message. I was not registered with the website, so they didn't have the option of including my name, but if I had, that would be an added bonus.

4. Do you have a final bait for the hook?
JCPenny throws in a $10 reward for registering your credit card for the program.

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.

From: The Zoe Report
Subject Line: TZR: Straight To Jail
Date: Friday, October 9, 2009

From: net-a-porter.com
Subject Line: Lisa, see what's new for you this Monday
Date: Monday, November 2, 2009

Those of you who follow me on twitter know that one of the roughly twelve tweets I've ever actually produced was directed at Rachel Zoe, who "I die" for. If any of you email freaks are looking for a good niche newsletter with a super-distinct brand voice, subscribe to The Zoe Report. It's bananas. In any event, TZR is part of a positive two-piece digital experience chronicled below.

I received "TZR: Straight To Jail" on October 9 and promptly purchased the Burberry "Barbed Wire Ring" - because who doesn't need one of those - from net-a-porter.com. For those who haven't shopped net-a-porter yet, you should, if only because they send your purchases in such beautiful matte black boxes. In any event, today, roughly three weeks later, I received "Lisa, see what's new for you this Monday," which (amazing!) included both my name and the day of the week in the subject line. The content was targeted to me based on brand affinity - Burberry. I live in my trench, but I don't want to be profiled a Burberry-lover - it's more the category (costume jewelry) - than the brand that's my thing. So I like that they offer the option to "EDIT YOUR DESIGNER PREFERENCES" right at the top of the email message. Now I can get emails about Philip Lim and Lavin all day long.

Go, preferences :)!