February 01, 2007 : The Double
From: Ann TaylorSubject Line: Our Top Picks for February and The Spring Celebrations Preview
Date: Wednesday, January 31, 2007
What to do when one message won't drive enough revenue? Build out two! Ann Taylor has been doing this for a while now, and lately I'm noticing a lot of folks following suit. Basically, the MO is this: grow your submessage into a full-size campaign. When you've got two not-too-strong stories - especially when they're no-promo (read: no sale or free ship) - build them out and stack them up as two full-size creatives (they'll have to share the subject line) and hope that combined they drive some decent dollars.
Unrelated but have to say it: Ann Taylor, you just featured that image of the gal in the jacket on Tuesday! Ah, someone did notice after all...
Comments
Smart! I think I'll do that. I've had a hard time figuring out how to cram in more without making the newsletter look overly bloated.
I'm working on this one for February, but no matter what I do, I don't think I can get this black to work with a Red Valentine Add On. I'll probably send Valentine's out at the end of next week.
Here is what I'm talking about:
http://www.swimoutlet.com/newsletter/cp07021/cp07021.jpg
Posted by: Alexander Sienkiewicz | February 3, 2007 04:04 PM
Alex, I think you could get away with a red submessage. Folks are so much more forgiving of a color-stretch when it's holiday-related ;).
Posted by: Lisa Harmon | February 5, 2007 08:38 PM
Too late... sent! :) But I have this KILLER photo which really deserves to be a focal point in a Valentine Newsletter... a water drop that looks like a heart! How beautiful is that !?!
http://www.swimoutlet.com/newsletter/cp07022/cp07022-4.jpg
Posted by: Alexander Sienkiewicz | February 7, 2007 10:32 PM