Recently in Fashion Category

March 19, 2012 3:59 PM

Madness for Mad Men Cross-Promotions

Posted by Lyla Reinero
From: Banana Republic
Subject Line: Go mad for the new Mad Men(R) Collection, available online & in stores.
Date: Thursday, March 1, 2012

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For the Responsys SF Creative Services group, the premiere episode of Mad Men, Season 5 cannot come soon enough! (next Sunday, March 25 9/8c on AMC). The producers of Mad Men are doing an excellent job of building buzz for the launch of the new season by partnering with brands such as Banana Republic and Estée Lauder. The icing on the cake is the latest issue of Newsweek which features Mad Men on the cover with the tagline Welcome Back to 1965. Inside the pages, many of the ads have been retro-ized as well. To see all the ads, click here for the full collection posted on the Business Insider website. I, for one, will certainly be tuning in!
March 31, 2011 2:27 PM

From Print to Email

Posted by Tanya Williams
From: American Eagle Outfitters
Subject Line: Over The Top! Last Chance - 25% Off AE Tanks, T's & Shirts.
Date: Wednesday, March 9th, 2011

From: Kate Spade
Subject Line: deborah loves...
Date: Wednesday, March 16th, 2011

From: FreePeople.com
Subject Line: Which Girl are You?
Date: Wednesday, February 9th, 2011

As a formally trained and experienced print designer, jumping into email has been an interesting transition. I had to lose the xacto knife, file away my paper samples, and change my Photoshop unit preferences to pixels. *Sniff*

The thought of designing in tables while background images didn't show up sounded terrifying to me. And with there being less email-safe fonts than there are web-safe fonts, I wondered how I would make anything look good. Fortunately, it proved to not be so bad. Just because I was designing for email, didn't mean it had to look like an email. I was able to find a lot of ways to utilize my print skills and expertise when designing for the inbox by keeping the following 4 tips in mind:

1. Design with type.
With limited resources, you can still spruce up your typography but playing with sizes, widths, colors, and placement. Using fancy fonts is also possible, it'll just have to be an image, of course.

2. Invite them in with textures.
Although I no longer have a need for recycled stock or Lettra 120gsm (does anyone else fondle paper like I do?), I can still incorporate those types of textures in a design. If you want to avoid using texture in the background, use textures far enough around text that images along the borders (top, bottom, left, and right) can be sliced. Adding subtle gradients can also add just the right amount of depth.

3. Break that grid.
Just because you're coding in tables doesn't mean it has to look like you're coding in tables. You can easily add zest by breaking out of a grid with what seems like overlapping images. Slightly rotating images are also a way to disguise a table-based design.

4. Lovely photos and colors will go a long way.
Don't forget that visual stimulation can occur in simple ways like stunning photography and a fresh color palette.

Check out the samples below that incorporate great photography, layout, colors, type, and textures. Fellow print designers, be inspired!

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March 4, 2011 2:59 PM

Style for All Seasons

Posted by Kathryn Alva
From: LOFT
Subject Line: Lucky Magazine Editors Share Wear Now, Wear Later Styling Tips
Date: Friday, March 4th, 2011

Recognizing the concerns of today's consumers over stretching dollars and making purchases last longer, Ann Taylor Loft unveils their new Spring collection with a twist: "wear these looks now AND later."

The email shows the same cute red dress, styled for both cold and warmer weather, telling shoppers that these wardrobe essentials can stay in your closet all year-round. When you click through to the landing page (which is very well done, and can be found here) you'll see 10 of their new Spring looks in duplicate, with style tips from Lucky Magazine editors Elise Loehinen and Eleanor Strauss. The entire promotion reads much like a magazine feature, and the inclusion of the style experts and season-to-season tips helps to boost consumer confidence. (I just wish LOFT hadn't cut off the model's left elbow and right hand in the email - it would have been fun to see her breaking the grid.)


December 13, 2010 3:48 PM

Color of the Year

Posted by Lyla Reinero
Sender: Neiman Marcus
Subject Line: Save Face! Michael Kors gifts are just in time
Date: Wednesday, December 8, 2010

Sender: Bloomingdale's
Subject Line: Coats to Keep You Warm All Winter Long + Sale!
Date: Thursday, December 16, 2010

Facebook Profile Picture: Lisa Harmon
Date: Wednesday, December 17, 2010

Magazine: Vogue
Cover: Angelina Jolie
Issue: December 2010

Every once in a while, a topic comes up in the Responsys Creative Team offices that gets us all fired up (like when Gap changed its logo a couple of months ago).

The latest topic that's got our tongues wagging is Pantone's announcement of its 2011 color of the year: Honeysuckle. It's basically like Hot Pink IMO. I have some pretty strong girly genes, so I'm ok with it. In any event, now I am obsessed with the color, and have been seeing it everywhere: in emails, on Vogue's cover logo, and the lovely Lisa Harmon's lips on her Facebook profile picture. 20101216_bloomies.jpg

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October 18, 2010 11:36 AM

Anthropologie Hits the Streets

Posted by Darrah MacLean
From: Anthropologie
Subject Line: Outfits, on film.
Date: Tuesday, October 12, 2010

If you haven't see it yet, check out the homepage on Anthropologie.com. It's simply brilliant. Rather than just put up a slideshow of their fave looks for fall, they created a live-action street scene, complete with pedestrians and a well-placed cab.

There are five vignettes to choose from: Flower Shop, Bookstore, Cafe, Bike Ride or Bakery. And while each is really short, they're stunning to watch again and again. (My only comment is that the model isn't actually riding her bike in the Bike Ride video. Maybe she had a flat?)

As much as I love the site execution, I have to say that the email could have done a better job of enticing me to click by incorporating the five vignette titles. The subject line is great: Outfits, on film. But the body copy is so subtle that the true beauty of the site experience doesn't really come through in the email. I would have loved to see them figure out a way to bring the movement of the homepage to the email. But then again, I clicked. So they're clearly doing something right!
September 8, 2010 7:22 AM

Fashion's Night Out 2010

Posted by Jeannine Veloce
How many of you have received emails from retailers in the past month or so promoting their Fashion Night Out?? Fashion Night Out kicks off New York's fashion week - and is now spanning the globe with events from Brooklyn to Brazil to Bombay.

September 10th will spur a night full of events for different retailers across various locations. Most will have promotions, serve beverages/food and even have manicures and makeovers!

You can visit www.fashionsnightout.com for event listings and a list of retailers near you that are sponsoring the event. (You can even map out your own itinerary of stores to visit)

From an email stand point, numerous retailers are sending out one-off campaigns promoting the event. Some of the recent examples I have received are shown below.

This event is a great way to promote your brand, and give customers an opportunity to interact with your team, brand and products. Events like this can help customer retention, and make a consumer feel more of a part of the brand to a retailer, as opposed to just a dollar sign.

So who is going??

From: Banana Republic
Subject Line: Enjoy 25% off at Fashion's Night Out.		 From: Forever21
Subject Line: Fashion's NIght Out - Visit Us In Stores
From: BCBG
Subject Line: Fashion's Night Out - Visit Us In Stores		 From: Michael Kors
Subject Line: JOIN US FOR FASHION'S NIGHT OUT 2010 - NEW YORK CITY
June 7, 2010 4:42 PM

From Camden Town to St. Marks Place

Posted by Lisa Harmon
From: opening ceremony online
Subject Line: OCNN: Keds for OC Tribute London
Date: Tuesday, June 1, 2010 4:51 PM

Love OC's use of animation in this Keds message.
Ah, the colors of my youth...

Check out the newsletter in its entirety here >
April 19, 2010 10:21 AM

This is Man...

Posted by Martyn Miller
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.
March 15, 2010 10:12 AM

Check Boxes, Shipping Boxes

Posted by Lisa Harmon
From: net-a-porter.com
Subject Line: What's new for you on Monday
Date: Monday, March 15, 2010 9:34 AM

In November, I shared my hesitations about NET-A-PORTER's designer preference-driven emails. I had been auto-signed up for Burberry designer updates because I purchased a Burberry ring, and was feeling relatively over-informed about Burberry products. Since then, I invested some serious time in selecting my true and varied preferences in NAP's robust preference center. Now, NET-A-PORTER is sending me some seriously relevant emails, and is making some serious cash off yours truly.

Basically, NAP sends me email messages so spot-on, it's like a personal shopper set up a dressing room just for me, filled with stuff I'm dying to try on. Not only do I open these emails, but I enable images, then wait for them all to download (all 2,660 pixels of them, in this case.)

No email comes too frequently and no email is too long if it's totally relevant to the recipient. In this case, it was the A.P.C. a-line denim skirt that got me.

Sidebar regarding shipping boxes: NET-A-PORTER's are beautiful, but Intermix's seem to be scented. An incredibly pleasant scent emerges when you open the box. Ah, package magic!


February 25, 2010 9:04 AM

"Mad, Bad and Dangerous to Know"

Posted by Lisa Harmon
From: The Zoe Report
Subject Line: TZR: Best Overall
Date: Thursday, February 25, 2010

Don't tell me that because your technology is limited or your staff is small that you can't achieve relevance. This Zoe Report email is a miracle of relevance, sans stated or inferred preferences.

It's true: the looks of the nineties are coming back. To get myself ready to re-embrace the era, I downloaded Season 1 of the original Beverly Hills, 90210, which I happily watch while I work out on the elliptical each morning. Anyway, this morning, circa 5am, Luke Perry made his first appearance as Dylan McKay, "Mad, Bad and Dangerous to Know," wearing (what!?) OVERALLS. Yes, overalls, with just one strap buckled. I almost fell off the elliptical.

So what appears in my inbox circa 7:47am? Yes, overalls, courtesy of Gaultier via Rachael Zoe. Despite her - er - debated flaws, Zoe knows what her market is obsessing about, and cover(all)s it.

Yes, advanced technologies and robust support teams are important parts of building an exceptional marketing program. But so is simply thinking about your subscribers and creating content that strikes a cord with them. I know that's something all of us can do, with just one strap buckled ;).
January 20, 2010 7:48 AM

I Resolve to Love Kate Spade.

Posted by Darrah MacLean





From: kate spade
Subject Line: i resolve to wear out my passport
Date: Thursday, January 7, 2010

From: kate spade
Subject Line: i resolve to sing in the rain
Date: Thursday, January 14, 2010

Simple, clean and fresh. What a perfect way to start off a new year. Kate Spade is carrying this "i resolve..." handle throughout all their emails this month and I love it. Everything about this email gives me room to breathe. From the photography to the typography, and the free shipping top promo to the social footer. My fave is the "i resolve to sing in the rain". Given that I'm practically rowing a boat to my local coffee joint because of all the rain, the timing on that one was perfection. My only gripe is the landing page experience. When you click on the "Shop the Collection" link, it takes you to a pretty little landing page with a few rain essentials... and a few randoms (why is there a necklace on this page? is it waterproof?). Wish they had more of a selection to really tell the rainy day story. They have two jackets, one boot, two bags and an umbrella. Makes me wonder what a Macy's or a Piperlime or a Nordstroms could do with this type of story, since they have so much more to choose from.
November 30, 2009 11:50 AM

Who Came Up with "Mansformation"?

Posted by Raleigh Briggs
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.

November 25, 2009 9:40 AM

Intention Vs. Execution

Posted by Lisa Harmon
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.
November 25, 2009 9:21 AM

Gilt Groupey

Posted by Lisa Harmon
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.
October 9, 2009 7:34 AM

Aaaah. Anthropologie.

Posted by Darrah MacLean
From: Anthropologie
Subject Line: It must be October.
Date: October 1

It must be October. What a clever subject line. It's so simple, so relevant, and so unique. I've been meaning to blog about this email for a week now!  I know I sing Anthropologie's praises on a regular basis, but I just can't help myself. I'm addicted and I'm not the only one. Just this week I got a text from a friend that said: "Someone needs to do an intervention. At Anthropologie!! Help!"

The simplicity of this email's design and copy draws me in. Starting with the image, it supports the catalog creative brilliantly (check out above). And the copy: "Thirty-one days of craving, the cozy, the rugged, the refined" supports the subject line perfectly and creates a true story. Their call-to-actions are equally as beautiful, and the addition of the "Browse our October catalog" CTA presents a fantastic opportunity to engage their subscribers in an interactive way. Many online catalogs are clunky experiences, but their landing page is seamless.

What I was REALLY surprised to discover is that when I typed "boots" into the search box at the bottom, I was taken to a landing page with... boots! Instead of landing me on the homepage where I could retype my search word, they actually delivered on the promise. How novel.
October 2, 2009 2:16 PM

Modcloth Has it Covered

Posted by Lyla Reinero
From: Modcloth.com
Subject Line: Take a look, at our new Fall Coverings!
Date: Wenedsday, September 30, 2009

I totally fell in love with this email. First of all, I feel like I must have nearly each individual item featured here! Next, I love the way the email is organized in sections with each outfit featured in those adorable frames, as well as the individual products needed to support the ensemble. Finally, I love the overall style of this email with it's dainty girlishness. Irresistible!
September 29, 2009 1:58 PM

Glamour is Contagious. Share with Friends.

Posted by Darrah MacLean
From: The Zoe Report
Subject Line: Ain't No Jeans Wide Enough
Date: September 28

I am an admitted Rachel Zoe Project addict. I can't get enough of the fashion antics and celeb appearances. If you haven't seen this decadent indulgence, check it out on Bravo. In the meantime, let's talk about Rachel's daily emails. As far as blog-type newsletters go, hers just rock. IMHO.

Glamour shot aside, what I love about the emails is that they truly read the way Rachel talks, complete with her fave fashionisms and all. Why is this such an important thing to note? Because it feels like a conversation. As an occasional ghostwriter myself, it's also worth noting that there is a chance that Rachel is not always writing these on her own, and understandably so. She's a busy gal with a lot on her plate. So the coup d'etat here is that if a copywriter is penning these precious gems, she (or he) is a writer who truly understands voice and how to carry it through. Love that.

I'm also drooling over the clever FTAF language: Glamour is contagious. Share with friends. See, SWYN doesn't have to be boring.
September 28, 2009 9:57 AM

She's Got Designer Eyes

Posted by Darrah MacLean

I've always been blown away by the way designers bring copy to life. The way they think is completely different than how I think. I think in black-and-white word docs; they think in color, color, color. Bringing these two ways of thinking together is what creates the perfect email.

Coach put a fresh step in my inbox with this newsletter. At first glance, I loved the way they gave the product silos in the hero some breathing space by not confining them to a box. That said, it also felt like too many tricks in one bag. To get the real scoop from a designer's POV, I enlisted Amy Hamilton, SH designer extraordinaire, to help me out with the 360-degree look at the creative.

Here's what she said:

My first thought when seeing this email was, WOW COOL, this is different! I immediately noticed the overlapping text, colors and imagery. Coach is definitely creating a style here.

However, after the initial WOW factor wore off, my eye wasn't sure where to go. The hero copy and right rail copy seemed to fight each other, and the lower half of the email felt a bit cluttered. The call to actions also fell pretty far below the fold. While this email has some nice and inventive approaches, I think it could use a little more focus. I would suggest:

  • Move a call-to-action above the fold
  • Create a primary message focus by expanding the hero image through to the left rail, or by bringing down the font size in the left rail so it's more obvious that it's a secondary message
  • Use a unified headline and copy treatment (as well as HTML text for body copy)
  • Clean up a bit of the cluttered imagery at the bottom
September 25, 2009 8:34 AM

An Email Fashioned to Perfection

Posted by Darrah MacLean
From: Saks Fifth Avenue
Subject Line: Harper's Bazaar picks Spring's best only at Saks
Date: September 23

On the heels of Fashion Week, this email couldn't be more perfectly timed or perfectly designed. I love that they avoided the boxy grid and messed things up a little. It has a fluidity to it that feels fresh. The copy is short and compelling, the call-to-action is clear, and the way they handled the partnership aspect of this email is really classy. Love how the Harper's Bazaar logo looks like it's actually part of the headline vs. being tacked on in an empty space. The secondary bonus message works really well in this email, too. Rather than go with a traditional boxed-in promo, they added some grit with a torn piece of paper.

Best of all, the landing page didn't disappoint. It was clean and compelling, highlighting the top five trends and giving me Glenda's take on each. And even though we're headed into fall, I could still shop each spring trend if I was so inclined.

Overall, Saks has definitely stepped up their email game by mixing product-focused messages with dedicated emails featuring editorial content, as you can see here and here. As a copywriter who believes there is always a story to tell beyond Free Shipping and SALE, I love it. 
September 23, 2009 12:01 PM

These Boots are Made for Walking

Posted by Darrah MacLean
From: Saks Fifth Avenue
Subject Line: Boots, Boots,
and more Boots
Date: September 19 		From: Piperlime
Subject Line: The season's
"it" boot + the top 10 fall trends
Date: September 15 		From: Nordstrom
Subject Line: Hot Boots Under $100 | Last Chance for Triple Rewards Points (Details Inside)
Date: September 19


The Saks subject line pretty much sums it up: Boots, Boots, and more Boots. About this time every year, my inbox is inundated with the must-have boots of the season. Just check out these three emails I received in the last week. Hands down, my favorite is the Saks email. It's the only one that gives me a full-on view of the breadth of their boot collection. And I really like the fact that they kept it pure, without a secondary message for this one.

Piperlime always has great copy and photography, so I kinda wish they'd shown more of an assortment for this email. Instead, they focused on the IT style of the season: the over-the-knee boot. I'm sure they'll showcase more boots in the weeks to come, but it'd be a shopper's dream come true to see all those pretty boots in one email. The secondary message is good in theory, but the execution is a little confusing. The landing page is really cool, so I wish they'd turned this message into a dedicated email and done it a bit more justice.

I rarely get excited about Nordstrom emails, and this one is no exception. It doesn't feel fresh and exciting to me. It feels like a department store email. And that's a bummer. The boots themselves are cool, but they feel like the product shot feels dark and dreary. Maybe it's rich in print, but not so much here. The secondary stories are buzz-worthy, but again, they fall flat in execution. They don't inspire me to click through. I want them to inspire me. But they just don't.

So, who wins the battle of the boots this year? For me, it's all about Piperlime. I have 5 pairs waiting in my shopping cart. Time to check out, folks.
September 10, 2009 12:29 PM

Deja Vu Hollister

Posted by Darrah MacLean
From: Hollister
Subject Line: Woke up in shreds.
Date: September 10, 2009

A few weeks ago (August 24th, to be exact) I blogged about a Hollister horizontal email for shredded jeans. While I liked the creative overall, apparently Hollister REALLY liked it. In fact, they liked it so much they decided to send me the exact same email again today, right down to the subject line. Oh wait, I take that back. They did change up the image a bit by zooming in on the fabric instead of showing the whole jean, but not sure that qualifies as new email creative. Since they decided to make me relive this one again, I'll take a minute to highlight a comment that Amy Hamilton made about a previous Hollister horizontal email. She pointed out that they're making the emails too tall, so subscribers actually have to scroll vertically and horizontally. Smart gal, that Amy.


August 31, 2009 5:29 PM

Another Way to Say TGIF

Posted by Darrah MacLean



From: Tobi
Subject Line: 20% Off, Happy Friday!
Date: Friday, August 28, 2009

Just when you thought you were out of clever ideas for how to spin a sale...check out Tobi. They're TGIF approach is refreshingly simple and cleverly executed, not to mention that it's 20% off regular-priced merchandise...not sale and clearance! While most retailers are waiting to use the Labor Day handle for their big fall savings push, Tobi's smart approach makes sure all their loyal fans spend their hard-earned cash on their site first. Nice thinking. Still wishing they had a preheader and FTAF in their emails, but they do have the SWYN icons at the bottom, so that's a step in the right direction. And let's not overlook the straightforward subject line that tells the entire story in only four words and still has personality. Well done.
August 27, 2009 9:26 AM

Working it Out with Lululemon

Posted by Darrah MacLean


From: lululemon athletica
Subject Line: Welcome to online shopping at lululemon
Date: August 20, 2009

From: lululemon athletica
Subject Line: The new items you've been waiting for are here!
Date: August 26, 2009


I am in the middle of a huge love affair with lululemon. There is something irresistibly cool and hip about their workout stuff, and I am definitely not the only girl out there who's figured that out. If you haven't visited their site, do it now. I am all over the amazing texture in the navigation and the simplicity of  the graphics.

Their welcome email was really fresh and unbelievably simple. It didn't fall back on the same ole copy that everybody uses. (i.e. "You're on the inside track! Now you'll be the first to know about special sales and events." Sound familiar?) Instead, they went for an inspirational shot with a simple "Thanks for registering!" headline and a clear shop-now CTA.

The second email I got from them hit the mark for me as well. I love how they picked up the navigation treatment from the site and the message felt timely and focused. They're showcasing all their new stuff in a simple, clean, and compelling way. No fuss, no muss.

Plus, the fact that they're saying this is what's new THIS WEEK, makes me wonder if they'll send an email each week with new stuff. It'll be fun to see how the emails evolve. Potentially a "shop all new items CTA" at the bottom would have been a good addition, but the top nav does give people a way to engage with the site as a whole. And who can resist the way they dropped some logic at the end... "Love Your Failures". Ain't that the truth.
August 24, 2009 9:08 AM

Taking the horizontal route

Posted by Darrah MacLean



From: Hollister
Subject Line: Woke up in shreds
Date: August 23, 2009

First things first. Love this subject line. Love it. I had 30+ emails waiting in my strictly retail email inbox this morning and this is the first one I opened. What I also love is that the subject of the email delivers on the promise of the subject line. It's all about torn-up jeans.

Two big misses for me: 1) At first, second, and third glance, I didn't realize this was a horizontal email. I love that they're exploring a new perspective, but they need to offer some copy to help their email subscribers along. This is a shift in the norm, so a little help would be good. A cool "Keep scrolling" would've helped me figure it out, at least. 2) An even bigger issue for me is that there's no CTA. A simple "Get shredded" would do the trick. 

But, even without the CTA, I clicked on the image anyways and was taken to a fantastic landing page within the chick portion of the site. What I can't figure out is how Hollister knew I was a Betty and not a Dude. They never asked when I signed up for email, so I'm thinking they just guessed. Rather than taking a 50/50 shot, my suggestion would be to just add a question to the sign-up a process: Are you a Betty or a Dude? Or better yet, add two CTAs to the email, Betty Shop and Dude Shop. 

At any rate, the subject line rocks and so did the landing experience. Now, to try and fit into those skinny-leg shredded jeans... but that's another story for another blog.
May 7, 2009 11:28 AM

Email Confession: I Heart GOOP

Posted by Darrah MacLean
From: Goop
Subject Line: It's Goop - DO
Date: Thursday, May 7, 2009

Okay, okay, I admit it. I signed up for GOOP newsletters. Never heard of GOOP? It's Gwyneth Paltrow's lifestyle website. At first, I didn't get it. As a matter of fact, I initially mocked it, jumping on the bandwagon with other folks who, quite frankly, were excited to have something negative to say about Princess Gywneth.

But, I've noticed an inner shift in my inner aspect. (Gwyneth would get that reference.) Secretly, I look forward to her emails, and I realized today when I received the latest that I needed to come clean. In some weird way, it feels like Gwyneth is literally pulling my email address out and saying, "Oh, I think I'll email Darrah today." It's kind of like Twitter on Botox. It's all plumped up and I love it.

While at times her tone comes across a bit condescending, like she's dispelling her glorious wisdom to us simple folk who are never going to be as fabulous as her, I do believe that her intentions are genuine. And actually, she's featured some pretty impressive interviews and tips in her newsletters. Now, if she could just break loose and make it feel more like a casual conversation between the two of us...now, that'd be seriously cool.

April 6, 2009 10:47 AM

All the better to...

Posted by Lisa Harmon

From: Coach
Subject Line: have you seen it? the new coach.com
Date: Monday, April 4, 2009

Coach.com announced their website revamp via email this morning. In contrast to the very focused approach taken by Williams-Sonoma in 2008, Coach's message is an explosion of screenshots and pink. While I could go on about the lack of standard logo and navigation, the unfortunate, not-so-easy-to-read tiny graphical text and the endless scrolling, that would just be boring. By now, we've all taken a trip on the best practices train to 516 W34th Street and back. (Check out our Email Insider "Break the Rules" article for more on this topic.) What I like about this email is that while it's absolutely overflowing with content and screengrabs, it's also overflowing with enthusiasm and excitement. I get the sense that Coach is excited about the new coach.com, and therefore, so am I. As an email viewer, do I have the patience to actually squint through the fine print and all the little screenshots? Not so much. But I am inspired to click through and check out the new website (and I'm not really even a Coach shopper), so in essence, this email has more than done it's job.

I like to make this analogy: a promotional retail email should act like a retail store window. It needs to be compelling enough to bring passers-by inside.


April 2, 2009 6:56 PM

You've Got It, Flaunt It!

Posted by Lisa Harmon
From: shopbop.com
Subject Line: You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File
Date: Friday, March 27, 2009

Shopbop's "got it" with their monthly newsletter, Style File. Three reasons why shopbop has beauty and brains:
(1) They find a happy balance between beautiful, aspirational product imagery and disabled-images friendly HTML text.
(2) Their copy has attitude, just like their subscribers. It's actually worth reading! "As more than one Wall Street mogul can attest, now is not the time to be hiding your assets. You’ve clearly got it. Flaunt it." Question: have you ever seen a longer subject line than this one?: "You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File" OMG! What do we think!?
(3) They seamlessly integrate product and editorial copy. I have to admit that I actually tried on a pair of black Helmut Lang harem pants at Barneys last week. I couldn't tell if I looked fabulous or like MC Hammer. I wavered between thinking "these are so now" and "these are so me at 13 in Z. Cavariccis." Hot or not? Got it? Flaunt it?
March 20, 2009 9:28 AM

Babble

Posted by Lisa Harmon
From: Barneys New York
Subject Line: CHRISTOPHER BAILEY and ED WESTWICK - Burberry Blow-Out Babble!
Date: Thursday, March 19, 2009

Ed Westwick is fabulous!
November 21, 2008 6:32 PM

Mistletoe Makeover

Posted by Darrah MacLean
From: Sephora
Subject Line: 1 box, 10 gifts.
Date: November 16, 2008

I L-O-V-E Sephora's version of last year's Elf Yourself. Talk about creative. From start to finish, it's a seamless experience that even the most tech-challenged girl can navigate with ease. Here's the skinny: After you've uploaded a pic of yourself, you go through a series of steps where you outline your eyes, mouth and face shape. Sounds complicated, but trust me, they've made it blonde-proof. (It's okay, I can say that because I'm a blonde.) Once you've finished with the outlining, the real magic begins. Within seconds, you have four fun and fabulous looks to choose from: Smokey Sugar Plum, Merry Berry, Santa's Little Temptress and O, Tannen-Babe. It's your face all glammed up in four festive ways, complete with eye shadow, mascara, gloss and more. All that's left is for you to add a personal message and send it on to your fellow glamour gals. You'll get a sweet little email that lets you know your Mistletoe Message has been sent, and best of all, the savvy team at Sephora includes a promotion code in the confirmation email for a free set of lashes or a sample size of Sephora Lip Attitude with any purchase. Simply brilliant.

Want to see my Mistletoe Makeover e-Card?
Check it out here.
November 6, 2008 3:30 PM

Isn't it ironic? Or not.

Posted by Darrah MacLean
From: Abercrombie
Subject Line: winter coats to keep you warm.
Date: October 30, 2008

From: Abercrombie
Subject Line: layer-up in classic style.
Date: November 6, 2008

I'm having a little trouble figuring out Abercrombie's latest email campaign. Maybe someone can help me sort it out.

The first email shown here has the subject line: winter coats to keep you warm. But, ummm, the email features a plaid flannel shirt. I guess it would be ironic if the guy happened to be naked or something, but he's not. So it just looks odd. Although, the links do make sense: Boys Outerwear and Girls Outerwear. At first, I thought it was just a production error, like maybe the wrong file was sent or something, until I received the second email and I realized they're trying to be ironic.

The second email's subject line is layer-up in classic style., which uses a hyphen incorrectly, but that's not really the issue, so I'll move on. The hero image features a guy with no shirt on, albeit he does have a short-sleeve tee draped over his shoulder. So, what exactly is he layering here? I guess it's ironic, but does it really sell the clothes? Maybe on a huge billboard it does, but in email when the whole objective is to get people to click through, does it work? The thing that's too bad is that the link to Boys Knits goes to some cool long-sleeve knit pullovers, tshirts, etc. IMHO, it would have been good to show at least a few products to tell the story and spark someone's interest enough to click the links. The way it is now, you really have to be a die-hard Abercrombie fan to be interested enough to click through.

It's election week: Let's put it out for a vote. Check out the two emails and share your thoughts. But remember this: It's like rain on your wedding day, a free ride when you've already paid, and having 10,000 spoons when all you need is knife. That's ironic, don't you think?


September 30, 2008 9:18 AM

Battle of the Boots

Posted by Darrah MacLean
From: Bloomingdale's
Subject Line: Rock With Motorcycle Boots + Free Shipping.
Date: September 20, 2008

From: Piperlime
Subject Line: Rock out! Biker boots and bags are in.
Date: September 30, 2008

Trend alert! Looks like all you rocker chicks and wannabe biker babes can rejoice in this season's biggest trend. Within a little over a week, I received these two emails from Piperlime and Bloomingdale's. I think Bloomingdale's showed a killer breadth of assortment, but Piperlime nailed the copy and showed off the handbags to complete your look. They also had a strong secondary shoe message for the shoe gal who's a little more Mad Men vs. Rock of Love. Bloomingdale's, on the other hand, went with Children's Clothing as their secondary. Hmmmm. Seems like a missed opportunity there. It's a tough call, but I think I'm going to have to go with Piperlime for overall execution. Rock on.


September 29, 2008 12:33 PM

The Standout Subject Line

Posted by Darrah MacLean
From: Anthropologie
Subject Line: Dust off the dog-ears.
Date: September 29, 2008

With an inbox that boasts 571 unopened emails, I think it's safe to say that I probably subscribe to more emails than the Average Joe or Jane. So when a subject line truly stands out from the hundreds I get each week from retailers, airlines, credit cards, non-profits and others, well, I think that's an accomplishment worth mentioning. Right out of the gate, this week's honors go to Anthropologie for their subtle invitation to revisit their fall catalog. Dust off the dog-ears. is one of the most creative subject lines I've seen in a good month. I loved the SL so much that I was actually a little nervous that maybe the email wouldn't deliver on such cleverness. But it definitely did. It featured torn pages out of the fall catalog with even a dog-ear on one (talk about detailed!) and the copy simply stated: Isn't it time to revisit your favorites?. Yes, Anthropologie. I think it is.


August 26, 2008 2:46 PM

You Had Me at the Subject Line

Posted by Darrah MacLean
From: Piperlime
Subject Line: Brown bag it.
Date: August 21, 2008

Piperlime writers get to have some serious fun with their copy. They have developed a really strong brand voice and I love that they keep it dialed with every email. Last week, as I sifted through my cluttered inbox, this particular subject line jumped out at me. Maybe it had something to with the fact that I'm looking for a brown handbag or maybe it just brought back fond memories of school lunches (and considering it's back-to-school time this SL is even more appropriate). Either way, it got me. So I opened the email. While the headline fell a little flat for me because it didn't support the subject line sentiment, the body copy was right on – Nothing says fall like a gorgeous brown bag. I agree, Piperlime.


August 19, 2008 8:20 AM

Love this coat!

Posted by Lyla Reinero


From: Kate Spade
Subject Line: talk of the town: luxurious pieces for fall
Date: Tuesday, August 19, 2008

One of the biggest hazards of the job is opening these gorgeous emails and thinking that "I must have this!". Fortunately (or unfortunately) when I clicked on this thing of beauty it said "This product is temporarily out of stock." Which makes me wonder... why would they even send the email out if it's out of stock? I opened it first thing in the morning... Did they really sell so many of them already? Maybe, the coat really is just that beautiful! :)


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