April 2010 Archives

From: UncommonGoods
Subject Line: Happy birthday, Earth Day!
Date: Thursday, April 22, 2010

I received quite a few Earth Day emails this year, but this one, from retailer Uncommon Goods, was by far my favorite. It's clean, cute, and smart in its design, and it manages to carry the Earth Day theme without coming off as preachy. I love how the little pictures lead the eye through the email, simultaneously adding visual interest and keeping the emphasis on the letter itself. And check out the handmade-paper textures used in the backgrounds!

The other thing I love about this is that it's totally genuine. Rather than saying, "Happy Earth Day! Buy this t shirt," Uncommon Goods makes the subscriber see the different ways in which the company is taking environmentalism seriously, and to great effect. The copy is simple, helpful, and unforced. I feel like this company cares about sustainability 365 days a year, not just when they can build a sale around it.

From: Nigella
Subject Line: News From Nigella
Date: Friday, April 16, 2010

I'm a big fan of Nigella Lawson and love this letter she's written to her fans. I'm always curious to receive newsletters written by a celebrity - did they write it, or did they find an amazing ghostwriter who's able to get their voice just right? It's a mystery!

Besides the fantastic writing, I like how Nigella, or ghostwriter Nigella, tied in two big updates to this friendly letter - a new book and an iPhone app, nicknamed the "Nigellapp." The design may not be much, but I do like its simplicity. It lets you focus on the letter and the CTA that takes you straight to the iPhone app preview page. Overall, I really like this quick update about what Nigella's been up to, but for future newsletters, it'd be nice to see a variety of content, maybe a recipe or two.

Check out Darrah MacLean's post about Rachel Zoe - a great example of the celebrity vs. ghostwriter mystery!

From: Teva
Subject Line: Last Chance for Free Shipping - Ends April 26th
Date: Monday, April 19, 2010

Is it just me, or does this email look really morbid? The dark shadow over the free shipping copy (in all caps), the dangling feet and the rope - is this a crime scene or a good offer? It kind of creeps me out. Did something bad happen to this man who didn't take advantage of the free shipping offer? Yikes. Okay, okay...I can gather that this man is rock-climbing, but I think Teva could've used a different image with the man's feet actually touching the rock.

Other than the image, there are other things bothering me with this email. I opened this in my Gmail account and was sad to see that the main CTAs and footer have broken away from the design a bit (maybe they're making a run for it). The navigation bar needs some work but really, the entire email just sends chills down my spine. I can see what Teva was going for - it's spring, it's time to get outdoors and enjoy this offer! But maybe next time, it'd be better to show something a bit more... lively?

From: French Connection
Subject Line: Introducing the man
Date: Monday, February 15, 2010

I'm not sure if anyone else has seen the new French Connection campaign, "This is the Man" or "This is the Woman?" Well, I can't seem to get away from it. It's constantly interrupting my music compilations on Spotify with 10 second online ads. Had a catalogue delivered? I see it on the tube, when I walk past the local store and have been receiving weekly emails. These guys know what they are doing. I would strongly advise everyone to sign up. They not only look really cool, but they engage with the customer, constantly driving them to the site and making it interesting and relevant.

The use of a scruffy looking and ungroomed guy wearing really crisp modern clothes makes for some interesting black and white photography. By telling us the story of "This is the man," using an over the top French accent, French Connection has managed to deliver one of the most intriguing and coolest campaigns I have seen for quite some time. I almost don't want to say too much about it and let you decide for yourself.

Take a look on frenchconnection.com and sign up today.

From: Moosejaw
Subject Line: I wouldn't look at this New Footwear email. We had to rush it.
Date: Thursday, March 25, 2010

I can't even handle how funny Moosejaw's emails are. While the design isn't always the greatest, the copy is cheeky and fun. The subject line for this email sucked me in. "I wouldn't look at this New Footwear email. We had to rush it." When someone tells you not to look at something, what do you do? You look at it, of course! I had to open up the email and check out what was inside.

The email itself had some pretty outrageous copy for email standards. I found myself reading every single line of copy, just to see what they were going to say next.

Some of my favorites:

"Scroll down...or don't" "Forward this email to a friend or enemy" "Voted best Rewards Program by my mom"

Half of the email isn't even about a product at all - it's a fabricated story on how the staff spent their spring equinox! Moosejaw's emails are refreshing and stand out against the status quo that's in my inbox. I find myself anxiously waiting for their next email. How many email campaigns can you say that about?

From: Diesel
Subject Line: The exclusively limited Be Stupid t-shirts (hesitate and you are lost)
Date: Monday, March 15, 2010

Diesel always inspires me creatively with their great visuals and humorous, thought-provoking headlines. I usually enjoy their approach across all channels. So, when I signed up for their emails, I was curious to see what they would do, but more importantly, say.

I wasn't disappointed! Visually, I love that they have the model imagery flipped with the headline, overlaying the most direct message, "Buy now and enjoy a regret free life." Because they did this with such a cool looking creative, they can easily get away with being so cheeky. It's cool, witty, and very current.

From: Urban Outfitters
Subject Line: Was your mom a style icon?
Date: Monday, April 5, 2010

Urban Outfitters consistently finds awesome ways to include customer-generated content in their emails and to invite subscriber engagement. They highlight bloggers, present certain customers as trendsetters, and run original contests, like this call for photos of their subscribers' stylish moms. The email doesn't include any calls to shop (other than the standard navigation bar), and even the submessage just takes the main story further, inviting subscribers to learn about the UO bloggers' moms. Campaigns like this are more than just fun. They build customer loyalty by fostering a sense of community with their email subscribers that goes beyond the big sale messages...and still leads to big sales.

When your inbox is as crowded as mine, skimming subject lines is truly a survival tactic. I'd be buried in emails otherwise. That's why I dig this subject line. It's clever and fun and it had me at hello. 

From: Disney Movie Rewards
Subject Line: Earn Bonus Points When You Visit Our New Site
Date: Thursday, April 8, 2010

Disney Movie Rewards sent an email unveiling their new website design in a creative and compelling manner.

The offer: Earn 100 reward points by exploring our new website.
The rules: The CTA loads a PDF with "treasure hunt" instructions.

Each of the 5 steps earns you points while guiding you through the website, and providing incentive to do so.

I love this idea. Way to think outside the box, Disney Movie Rewards!

From: Victoria's Secret
Subject Line: This Just In - New Savings on 40+ Bra Top Dresses. Plus, Free Shipping. Details Inside.
Date: Wednesday, March 24, 2010

I must be getting older, because I find reading emails getting harder and harder. The use of light grey font to "de-prioritize" content you don't really want to call attention to always makes me wonder what is being hidden from me. Seldom does this inspire action; this treatment is an engagement preventer. Now, I understand wanting the main offer and body of the message to be where the eye is drawn, but I question whether it really makes sense to hide links with this treatment. Let's look at all the links with this treatment in this recent VS email:

View on mobile or web browser Catalogue Quick Order Forward to a Friend Find a Store Angel Credit Card Order Status 1-800 Phone Number Facebook Social Share Unsubscribe (shame shame shame)

I would think most marketers would want readers to take action on links like these, not prevent action. To be fair, they aren't really hidden, they are just hard to see. By utilizing the light grey fonts on all the links listed above, what VS is telling me is, "please don't click these." I wonder if it wouldn't have made more sense to take them out all together rather than make them hard to find. The one I really have the problem with is obvious, you should never make the unsubscribe link hard to find, or your readers might instead use the dreaded "report as spam" button.

From: Vosges Haut-Chocolat
Subject Line: 76% Eat Ear First
Date: Thursday, April 1, 2010

Check out this adorable email from one of my favorite email programs, Vosges Haut-Chocolat. In addition to featuring a really delicious-looking chocolate bunny, its hero copy manages to charm without being too precious. Bonus points for working the subject line into the conversation! I also love the secondary copy, which is inventive, compelling, and perfectly captures the indulgent nature of their products. I only wish it was a wee bit larger so my old lady eyes could read it better.