April 03, 2007 : Shooting Specifically for Email
From: shopbop.comSubject Line: Gleaming Accents: Sunglasses, Shoes, Handbags & Jewelry
Date: Monday, April 2, 2007
What could be smarter than an email promoting four low pricepoint, high margin accessories categories? Being prepared enough to coordinate it! I want to mention shopbop again as being one of the best examples of a retailer who approaches photo intelligently. They shoot product across a span of categories and sources in the same environment, allowing them to successfully weave disparate items into tight visual stories, thereby managing to avoid the dreaded "garage sale" look of a cobbled-together campaign that has the marketing message down, but not the assets necessary to address it cohesively. I am a big proponent of shooting specifically for the email channel; it makes sense to push for it as email marketing continues to drive a larger and larger percentage of ecom sales.
Comments
I like photos like this that take advantage of the neat backlighting of screens- especially something like glasses that have so many options for a photographer.
Posted by: Anna | April 3, 2007 01:09 PM
Great point about shooting photography specifically for the email channel. For a channel that's proven to be a big revenue driver, I think emails deserve that level of detail and forethought. Specifically, here at Kodakgallery.com, it will come down to detailed planning and coordinating our teams well in advance. While we're not there yet, it's something I'm striving for.
Posted by: Stephen | April 11, 2007 01:30 PM