From: giggle
Subject Line: Time for a big bed? Introducing giggle's twin-size collection.
Date: Wednesday, January 24, 2007

I really like this giggle creative for two reasons. The first is that it's bright and happy. The second is that the grid of close-ups is an imaginative, visually-appealing way to feature a broad array of product. While the email may not include product names & pricing, which, according to an EmailLabs study is basically the most important piece when speaking to moms, I feel like the visual excitement generated by the brilliant colors and playful shapes is actually enough to compell click-through, even if it's just to load up on more orange. Yum!

One (huge) recommendation for improvement? I don't care how cute it looks down there: bring that call-to-action up above the fold, folks! Despite how compelling the creative may be, many-a-tired-subscriber will not scroll down in order to locate the click-through opportunity.

Posted by lfharmon at 01:24 PM | Permalink | Comments (1)

From: FreePeople.com
Subject Line: Dresses for every day at Free People
Date: Tuesday, March 14, 2006

Let's play "Find the Call-to-Action!" Can you find it? ...

Why make the call-to-action so tiny? Why hide it in the weeds? Why not put it right below the body copy? In doing so, Free People would better serve prospective shoppers and increase sales without compromising their low-key approach.

Posted by lfharmon at 11:50 AM | Permalink | Comments (0)

From: PBteen
Subject Line: Mix it up! The newest bedding from PBteen is here.
Date: Thursday, January 12, 2006

A cute message with a miss: put a call-to-action into the top copy block! Lots of users won't scroll below-the-fold to click through.

Posted by lfharmon at 03:05 PM | Permalink | Comments (0)

From: Ann Taylor
Subject Line: Spring is in the details...
Date: Tuesday, January 25, 2005

Here, Ann Taylor does a nice job of introducing new spring product. The close-ups show us what makes these items different from last year's. The sweet pink treatment suits the merchandise, and the "Click and see" button is a nice, strong call to action.
One suggestion: add product names and prices to the product imagery.

Posted by lfharmon at 07:30 PM | Permalink | Comments (1)