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From: MobileMe Subject Line: MobileMe account notice: update your credit card Date: Monday, February 8, 2010 Technology is not my friend today. It all started at 6:30 a.m. with this email from Apple MobileMe. Apparently, my credit card on file had expired, so they needed me to update it on my account. Okay, no problem. But, um, how about a link to my Mobile Me log-in page? No? Too much to ask? Just a button? An underlined word? Heck, I'd even settle for a clickable logo. I found some small links at the bottom, but none of them specifically said 'GO HERE TO UPDATE ACCOUNT'. Making your subscribers do the work is not the way to get them to spend more money with you. Especially with a service-oriented feature like Mobile Me, which is supposed to make my life on the go easier. Sorry, Apple. This one was a major miss for me. On a positive note, I love the headline and the body copy. It's short, sweet and friendly.
From: Clinique
Subject Line: Clinique Bonus at Bon-Ton, Bergner's, Boston Store, Carson Pirie Scott, Elder-Beerman, Herberger's and Younkers!
Date: Friday, February 5, 2010
From: Clinique
Date: Friday, February 5, 2010
Landing pages are often overlooked in email marketing, but are key in maintaining relevance between the email and the visitor's motivation when they click through. Every element of your landing page should state or support the value proposition of your primary offer. If the landing page is confusing, the conversion rate will suffer.
I received this Clinique bonus email this morning and was ready to make a purchase. I typically wait for "bonus time" to do so but this is where my confusion started - the email lists 7 stores that I have never heard of. I clicked through to the landing page to see if one of these stores happens to be located near me. However, when I clicked through, I was led to the store locator, which showed Nordstrom as the closest store (it is not one of the 7 stores listed in the email). Here's where I get even more confused - is the bonus available at Nordstrom, or just the 7 department stores?
I clicked on the "Clinique Bonus" link on the landing page and saw that a bonus is in fact available at Nordstrom. More confusion! Is it the same bonus? If so, why was Nordstrom not listed as one of the stores? Why isn't the gift and offer details on the landing page? After much confusion, Clinique has officially lost me on their landing pages.
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From: Apple
Subject Line: Fitness made fun with iPod and iPod gear.
Date: Wednesday, January 13, 2010
From: Apple
Subject Line: Sounds like love. Give iPod this Valentine's Day.
Date: Sunday, January 31, 2010
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There's no doubt that Apple has AWESOME design sense. Every email I get from them is breathtaking:
- They use vibrant, crisp and creative imagery
- Their newsletters have a great sense of flow and balance
- They're often using new creative treatments like having their images break out of the grid
- They include interactive/eye-catching treatments like ratings and videos
- They're not always about the "Hard Sell" -- Apple "Adds Value," as we would say at Smith-Harmon, by providing informative content with "Did you Know" sections
- They optimize for viewing without images by using HTML text in the majority of their emails
But have you noticed that they're missing a few key best practices? Such as:
- A preheader
- A View this Email with Images link
- Social/Sharing Options
I think a few of those small tweaks could show even more activity for them. But awesome job Apple, you are an inspiration!
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From: Red Cross
Date: Monday, January 15, 2010
On January 12, 2010, Haiti was struck by a devastating earthquake that not only shook the island but people across the globe. Within days, many organizations mobilized to collect donations. The Red Cross partnered with the Mobile Giving Foundation and First Lady Michelle Obama to launch an incredible mobile campaign.
Within three days of the earthquake, the Red Cross generated over $8 million in donations via texts at $10 per transaction. More donations were generated via short codes as other organizations launched their own mobile campaigns.
All marketing channels were leveraged to generate historically significant totals. Through websites, music sales, benefits, telethons and texts, organizations quickly organized to drive one the most focused and successful campaigns in history. Success was driven by three key components: low donation thresholds, ease of donation through mobile partners and cross channel efforts that amplified the message.
Donors were presented with options to receive updates on how their dollars were spent. Subscribers connected to the event through updates and news that drove continued contributions. To date, donations to help Haiti exceed $528 million. What an amazing feat!
From: Lucky Brand
Subject Line: Switch Gears with Our Newest Vintage Moto Tees
Date: Thursday, January 21, 2010
As the red and pink haze of Valentine's Day messaging starts wafting into our inboxes (I can almost smell chocolate), I find Lucky Brand's denim-inspired email refreshing and cool. I'm usually not that impressed with their email program but the copy in this email brought me to a screeching halt. It took all but a nano-second to open the email after reading their clever subject line, "Switch Gears." Yes! Please!
On first glance I don't find the featured t-shirts to be particularly interesting. However, after reading the copy my feelings have changed. These aren't just t-shirts anymore, they're vintage t-shirts. The copy has me picturing James Dean filling up at a local gas station after a long ride on his bike - a rugged romanticism that Lucky has captured nicely.
Besides the copy, I think the design needs a tune up. I appreciate the simplicity and straightforward CTAs, but something is missing. It would've been nice to see these t-shirts displayed in a less static design and instead have it look vintage. Also, I think it would've been helpful if the product names were displayed somewhere to let customers know what to search for if they're browsing the Lucky Brand website.
From: HP Home & Home Office Store
Subject Line: Your HP Home & Home Office Store Deals - Week of January 4, 2010
Date: Monday, January 4, 2010
From: HP Home & Home Office Store
Date: Monday, January 4, 2010
While I know a few senders already have begun to take advantage of the power of using their email lists to build their mobile contact lists, I still get excited when I see an example in the wild. Like most consumers, I'm not eager to get text messages for promotions on my iPhone. I don't mind receiving timely and relevant alerts for specific reasons, but for this message from HP, my excitement quickly turned to skepticism when I tried to provide my details.
I clicked on the image based form on the landing page to enter my mobile number, however, that was the only requested data point. The fine print reads "As a member of the HP Club you'll receive a maximum of 4 messages a month", which doesn't sound very customized or alert based to me. Without any chance to provide other details to HP like my name, email address (both could be populated from the email click saving time and ensuring data synchronization) printer type and typical usage, how can they possibly send me a relevant and timely alert when my ink is low?
As we continue to build cross channel programs and lists throughout 2010, we need to keep in mind one of the key lessons learned from the email channel -- consumers want meaningful choices and control of where and how they receive messaging from marketers. Respecting these choices builds stronger performing programs with more engaged recipients.
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.
From: Amazon.com
Subject Line: Amazon.com: The Best Science Fiction & Fantasy Books of 2009
Date: Friday, December 25, 2009
The goal of an email marketer is to have as many relevant touch points with your customers (and prospects) as possible. In this month of 'best of' countdowns, use your 2009 purchase data to provide targeted emails. Amazon is doing a nice job with their "The Best [book genre] of 2009" emails that I began receiving on Christmas. I've received these for Science Fiction & Fantasy, Literature & Fiction, Short Stories, and Romance, and yes, you guessed it - I've bought books from each of these categories in the past year. So, if you have multiple product categories, consider expanding your "Best of" email to a whole series, and targeting these emails based on purchase behavior.
Additional tip: include non-purchasers who have browsed products in these categories on your site in the last 30 days. Track this group separately and see how they perform, I think you'll be pleasantly surprised!
In October, I wrote about the genius EEC Marketing Haiku Slam. Since then (at random moments on the elliptical or on an airplane), when inspiration strikes I jot one down. My most recent favorite is below. I'd love to hear yours!
A/B Test
Ideally I'd split
My existence and test B
Against the control
Deep thoughts on a Monday morning... :). Have a great week!
From: Bluefly
Subject Line: Winter Trend Watch + SHOE SALE!
Date: Monday, December 28, 2009
I am usually less than impressed by Bluefly's emails: their recent habit of using "OMG!" as the headline of nearly every email leaves me unenthused. But let's give credit where credit is due: I love the clever copy going on in this email. Specifically, the bit where they call out the subscriber habit of reading fashion emails at work: "Go 'head & press play, the office is a ghost town!" Cheeky! It's my job to read emails, so I don't feel so rebellious for opening this, but I do appreciate a little wink-wink attitude on the part of Bluefly. To me, it shows that they really know their audience and are willing to go the extra mile to connect with their customers.
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