July 2010 Archives

Without Yahoo Code	With Yahoo Code
From: Tablespoon Subject Line: Grill Masterpieces: 5-star BBQ Ideas Beyond The Burger Date: Monday, July 12, 2010 From: Tablespoon Subject Line: Fun and Frosty Drinks = Instant Summer Chill Out Date: Monday, July 19, 2010 Those of you in the email coding world may have noticed a recent change from Yahoo. If your links are all appearing blue, here is the work-around. Simply add a tag with the color directly inside the <a> tag. Example: <a href="#" style="color:#808080; text-decoration:none;"><span style="color:#808080;">Link</span></a> Happy coding! :)

From: Banana Republic
Subject Line: TGIW. 40% off two items--today only. Plus get free shipping!
Date: Wednesday, July 28, 2010

I love this subject line! Mainly because of the 'TGIW', not even because of the amazing offer of 40% off. I think the TGIW breaks up the monotony of the other subject lines in my inbox this morning, and also made me smile and look forward to the summer weekend. Did this catch anyone else's eye?

The subject line is content heavy; it has a creative element (TGIW), offer (40% off) AND free shipping - what more can you ask for?

From: Eddie Bauer Subject Line: Annual Gear Up Event - Save Up To $40 On Packs & Duffels! Date: Monday, July 12, 2010 From: Eddie Bauer Subject Line: Free Shipping, 2 Days Only + New Ruffles Are In! Date: Monday, July 26, 2010

I love the latest look from Eddie Bauer. What I love: The use of environmental hero image to give the email color and personality The product image popping over the hero draws your eye down and adds dimension The zig-zagged product/text treatment creates nice balance and draws your eye around the page In the "Gear Up" example I love how the products fit together like puzzle pieces Nice use of gradients and drop shadows Variable header color so the template doesn't become stale and can work with any hero Includes many email best practices, including: preheader, view in web browser, FTAF, website navigation and social links Copy is short for a quick scan I give this email 5 out of 5 hearts! The only place I see room for improvement: the text could be HTML text, particularly in the call-to-actions.

From: Horchow
Subject Line: We can't believe we're saying this...
Date: Monday, July 26, 2010

So, I'd have to say it was the subject line that stood out first. "We can't believe we're saying this..." Intrigued, I opened the email to find a message that I wasn't expecting. "Don't buy furniture today." Really? Why? Oh! Thanks for the head's up Horchow, how did you know I'm a planner?

In an email inbox awash in a sea of "Ends Friday" and "Don't Miss Out" subject lines with post card emails announcing "15% off lighting," Horchow took a chance. They gambled on human curiosity and interrupting the norm with a bit of a sense of humor to cut through the clutter. And you know what, it worked!

Over the course of my career I have acquired a great deal of information regarding the retail industry by both conducting my own research and learning from the various retail clients I have had the opportunity to work with. (OR just by being a shopaholic and subscribing to every retailer to get the latest news, fashion and deals!)

I would like to share some of my knowledge through some of these blogs. Such as different programs or emails that retailers should be sending (which I will call therapy sessions), as well as some of my favorite emails, subject lines and programs as they come.

There is no better way to start a good retail program than with a welcome email - and since I am new to the company I thought it would be a great way to welcome myself to the blogging world by speaking to them. :)

First impressions are EVERYTHING. Just as someone who has been hired for a new job; you know you presented yourself well enough to get hired, but now you need to give a warm welcome, and show your peers what they can expect from you. Same thing goes for a welcome email.

Once a customer signs up for your brand you have them, you know somehow along the way you peaked their interest. So follow up! Acknowledge that they signed up, and thank them. Sending an email days after may cause a person to lose interest. Don't make them forget you! Stay top of mind while you are in the 'honeymoon phase'.

Below I have some of my tips and tricks, but one of the most important rules I would have to note when sending a triggered welcome message - keep the branding and marketing message CONSISTENT with your normal lines of business. Most retail companies never send out text based emails, so why are they sending out a text based welcome? Pure laziness maybe, but you would be surprised how many TOP retailers are still sending out poorly executed welcome programs.

My tips and tricks;
- Welcome emails should be sent before a customer is pushed into the business as usual email strategy
- Send within the first 24 hours - the more immediate the better (these messages should be auto-triggered)
- Encourage your customer to 'Add to Address Book'
- Set customer expectations; how often will you be contacting them? What types of emails will you be sending?
- Be CONSISTENT - From line, HTML and personalization should be consistent with the future emails you will be sending
- And last and most importantly, follow up the initial welcome email with a specially designed and targeted welcome series

A welcome series is a great way to collect data about your consumer; Who is the person? What are they clicking on? How can we keep them engaged?

Attached are also a couple of my favorites. :) Enjoy and be sure to follow me for more of my Retail Therapy!
(Next therapy session; Subject Line Testing)

From: Coach
Subject Line: Welcome. Thanks for signing up.
Date: Monday, July, 19, 2010

This email follows many best practices but what I like the most is the consistency of season, and the up-to-date product images that you can click through to view the product.



From: Shopbop
Subject Line: Shopbop Email Subscription Confirmation
Date: Wednesday, July 21, 2010

I love the look and feel, and the 'What To Look Forward To' section - however, I wish the subject line was more personable and made you feel part of a brand.

From: Gap
Subject Line: Thanks For Signing Up With Gap.com. Enjoy Your Special Offer
Date: Wednesday, July 21, 2010

While simple I like the 'TELL US WHAT YOU WANT' link to the preference center.

 

From: The Container Store
Subject Line: Hello, Summer - Hello SALE!
Date: Monday, June 28, 2010

Oh, The Container Store, how I love your emails, even though I rarely need to purchase any sort of container. This particular email has got all the stuff that summer calls for - fun, colorful design, banner ad for in-store events, image of and link to paper catalog, a personal dorm story ("Katie" makes it so much more interesting). I'm a fan.