http://www.smith-harmon.com/blog/ en-US Copyright 2010 Mon, 25 Oct 2010 16:11:14 -0800 http://www.sixapart.com/movabletype/?v=4.24-en http://blogs.law.harvard.edu/tech/rss From: UncommonGoods
Subject Line: Enter if you dare...
Date: Wednesday, October 20, 2010

I love this email from Uncommon Goods! Each spooky door has its own joke and the answer "behind" it -- revealed on a separate landing page when you click on it. The jokes are pretty terrible but fun, and I found myself clicking on all the doors to see the answers. Best of all, there are different products behind each door that correspond to the theme. Halloween fun for all!

Email	Landing Page

]]> http://www.smith-harmon.com/blog/2010/10/uncommon_treats.php http://www.smith-harmon.com/blog/2010/10/uncommon_treats.php Good Humor Mon, 25 Oct 2010 16:11:14 -0800 From: Barneys
Subject Line: GUYS! Don't get caught in a leisure suit...
Date: Saturday, October 16, 2010

The copy in this Barneys email is spot on. For brands that often target to the ladies, it can be tough to pull off a dude-directed message while staying true to the brand voice. You don't get the sense that this message is coming from a guy, but rather that a fashionable girl is shaming the gents into getting cleaned up (GUYS! Don't get caught in a leisure suit...). The red "Forward to a friend!" link stands out, too, and I wonder how many male subscribers actually got this message second-hand. That said, it would be nice Barneys had crafted a subject line and headline that actually spoke to one another, rather than just using the same line for both.]]> http://www.smith-harmon.com/blog/2010/10/guys.php http://www.smith-harmon.com/blog/2010/10/guys.php Copywriting Sun, 24 Oct 2010 17:45:27 -0800 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!
]]> http://www.smith-harmon.com/blog/2010/10/anthropologie_hits_the_streets.php http://www.smith-harmon.com/blog/2010/10/anthropologie_hits_the_streets.php Video Mon, 18 Oct 2010 11:36:24 -0800 From: Virgin America
Subject Line: Join the Virgin Wines Explorers Club. Save $100.
Date: Tuesday, Oct 12, 2010

Kudos to Virgin for going after a market that one wouldn't automatically associate with the Airline Industry... the wine drinking crowd! I think they have done a lot of things right with this email. The Subject Line and Preheader were well paired, and inspiring enough for me to click through (a rarity for me these days with my out-of-control inbox!). From a distance the copy looks long, but I ended up reading every word of it. Also, it looks like great deal... Very tempting indeed!
]]> http://www.smith-harmon.com/blog/2010/10/drink_wine_score_points.php http://www.smith-harmon.com/blog/2010/10/drink_wine_score_points.php Branding Tue, 12 Oct 2010 13:35:31 -0800 From: Banana Republic
Subject Line: 40% Off! Today only + free shipping!
Date: Wednesday, September 29, 2010 5:47:12 PM

I opened up this email from Banana Republic this morning, and to my delight I found a 40% off promo code...that's huge! I was all ready to start shopping when, upon further inspection, I found out it was only valid Wednesday. Today is Thursday. Huh... why didn't I see this yesterday? Turns out they sent the email on Wednesday at 5:47pm PST (8:47 ET)! I'm surprised to see a one-day sale email sent out so late in the day, especially since the fine print states it's valid all day, 12am-11:59pm ET. (That only gives you about 3 hours to shop!) I wonder if this was done intentionally, and if so, what are the benefits of sending it so late? Thoughts?

]]> http://www.smith-harmon.com/blog/2010/09/timing_is_everything.php http://www.smith-harmon.com/blog/2010/09/timing_is_everything.php Best Practices Thu, 30 Sep 2010 16:43:47 -0800
katespade.com
last day! 25% off sale items. online...
This message has no content.

The first line tells who sent the email, the second represents the subject line. And if you haven't guessed already, the third line is the preheader. Makes you cringe a little, right? "This message has no content" is not exactly a call to action, let alone an invitation to open the email. The weird thing is that when I opened the email, I noticed that there was copy in the preheader space in the top left corner that said: "last day! 25% off sale items. online only - click here." Clearly, there is a coding issue. See for yourself

Finding the perfect balance between the subject line and the preheader is not an easy task. While writers spend a lot of time crafting the most compelling subject line possible, a lot of times the preheader is treated as somewhat of a throwaway, not necessarily by the writer, but by the powers that be. In fact, some preheaders simply repeat the subject line verbatim. Case in point: Tommy Bahama. Here's how one of their latest emails looked in my inbox on my iPhone, using the same forumla as above: first line equals "from", second line equals subject line, third line equals preheader.

Tommy Bahama
Our Favorite Jacquards
See Our Favorite Jacquards  |  Shop Women's  |  Find a Store  | Can't see images...

While it looks a little odd to have the same wording sitting together like that in the inbox, this preheader actually looks a.o.k. in the email itself. See, that's the tricky thing about preheaders. They have to sit with the subject line in the inbox AND on their own in the body of an email. Typically, the preheader calls the top left or top center portion of an email home. Check out the Tommy Bahama email as an example. 

In the world of preheaders, Victoria's Secret kills it every time with a stellar subject line/preheader combo. Here's how a recent email looked in my inbox on my iPhone:

Victoria's Secret
All About the Undies? 5/$25 Panties...
Fun new colors and prints from Victoria's Secret Pink.

Notice how the preheader builds on the subject line and tells more of the story? Now check out how the preheader looked in the email itself. See it now

Inspired by this best practice used by Victoria's Secret, some retailers use the preheader to convey info about shipping (Piperlime) or to convey info that might be cut off in the subject line (Gap). And still others use it to let people know there is another way to view the email (lucy). Here's how they all showed up in my iPhone inbox and how the email looked in real life...

Piperlime
Giddy up! The new riding boots
Enjoy free shipping and returns.

See the email

gap.com
ENDS TODAY: 25% Off for You + 15...
Online only. Plus get free shipping on $50.

See the email
 
lucy
Don't Miss Savings: Namaste Yoga
View on mobile device  |  View in web browser

See the email

So what's the moral of the story? Don't underestimate the power of the preheader. There is no steadfast rule on what's the best way to use it, but use it you should. To learn more about preheaders, read Chad White's article and report.
]]> http://www.smith-harmon.com/blog/2010/09/subject_line_preheader_the_perfect_pairing.php http://www.smith-harmon.com/blog/2010/09/subject_line_preheader_the_perfect_pairing.php Best Practices Tue, 28 Sep 2010 06:31:43 -0800 From: Banana Republic
Subject Line: Happy Birthday to us! Celebrate with up to 30% off + free shipping!


Banana Republic has sent me an email everyday this week telling me it is their birthday. I received an email on September 20th, 21st, 22nd, 23rd and 24th (let's see if it continues through the weekend). While I do like the animation of the blooming flower, each email is very similar. The only noted changes were the color of the flower and sometimes the offer (20% off, 30% off, $20 off pants etc).

The piece of the email that stood out to me the most in these campaigns is the subject line. Every day the subject line began with; Happy Birthday to Us!
I get it - it's your birthday!

I open my emails every morning as I am commuting to work on my blackberry - and the first words I see are 'Happy Birthday'. I only opened up their email this morning for the sake of seeing if it was still the same, and it was.

I am curious to know their open and click through metrics on these campaigns - as well as the number of opt outs and spam hits.

Anyone else notice this ongoing stream of emails?




]]> http://www.smith-harmon.com/blog/2010/09/birthday_happy.php http://www.smith-harmon.com/blog/2010/09/birthday_happy.php Frequency Fri, 24 Sep 2010 08:44:00 -0800 From: 77kids
Subject Line: fresh fun! hundreds of new arrivals + sweet sweats.
Date: Thursday, September 9, 2010

When you're writing copy, getting the correct message across should be your top priority. Second priority is, of course, to add a little flair that makes your messaging more engaging, memorable and on-brand. You want your email to stand out, but in a way that seems organic rather than contrived. A lot of email programs out there attempt to do this by bringing in bits of slang, making topical jokes or heading to Punsville. Any one of these tricks can work beautifully--however, go too far and your brand voice is in trouble. Let's look at an email that manages to incorporate some distinctive copy with grace, humor and great design.

This adorable email from 77 kids is a great example of how copy and design can work together to maximum effect. The copy has a youthful, colloquial feel to it, but it's done with a light enough hand so that it doesn't induce any eye rolling. The designer, having apparently read the copy (nice work!), smartly marries it with a cute photo and finger-painted text, allowing the elements of this design to make this whole email young and fresh. I just wish they had extended the playful tone up into the share header.


]]> http://www.smith-harmon.com/blog/2010/09/fresh_fun.php http://www.smith-harmon.com/blog/2010/09/fresh_fun.php Copywriting Mon, 20 Sep 2010 15:15:56 -0800 From: Bluefly
Subject Line: Today Only! Clearance Sale - Extra 20% Off All Sale Items - Now Up to 80% Off!
Date: Sunday, September 19, 2010

While I do enjoy shopping on Bluefly.com, I received three of the same emails in a row this past Sunday. Same subject line, and same content sent 10:05AM, 10:07AM and 10:11AM Eastern time.

Now my question is this: did they send to their list multiple times, forget to remove duplicates, or just want to get their point across? :)





]]> http://www.smith-harmon.com/blog/2010/09/third_times_a_charm.php http://www.smith-harmon.com/blog/2010/09/third_times_a_charm.php Whoops! Mon, 20 Sep 2010 07:37:21 -0800 Email Landing Page From: west elm
Subject Line:
Wherever you go, WE are with you
Date: Wednesday, September 8, 2010

See the full landing pages:
Philadelphia
Portland
Chicago
I received an awesome email from west elm today. The email offers city guides (where to eat, sleep, shop and discover) in three of the cities where west elm stores are located.

Why I love it:
It's important to give your subscribers content they can use and want to receive, not just what you want to sell them. This email helps to build that relationship without any type of product-selling spin.

How does this benefit west elm? The email:
1) Drives awareness of these store locations
2) Encourages locals to discover some of the recommended restaurants and activities in order to get them in the city to potentially shop
3) Motivates out-of-towners to visit these attractions and potentially stop by west elm
4) Helps build the email relationship with the subscribers by showing that their emails are worth opening


]]> http://www.smith-harmon.com/blog/2010/09/west_elm_building_the_relationship.php http://www.smith-harmon.com/blog/2010/09/west_elm_building_the_relationship.php Content Wed, 08 Sep 2010 12:35:47 -0800 From: Apple
Subject Line: Introducing the new iPod touch.
Date: Wednesday, September 8, 2010

When we're dealing with the confined inbox space, little things make a big difference. Because of this, I talk about call-to-action "paradigms" with my designers all the time. How do we treat our primary, secondary and tertiary calls-to-action differently in order to create visual cues that communicate level of importance?

Apple does a good job of that here. There is ONE BUTTON, which makes the primary CTA quite clear. Secondary CTAs are blue and underlined. Tertiary links in the recovery module at the bottom of the message are larger, black and underlined. And navigation items are smaller, grey and underlined.

Consider whether you are being consistent in your call-to-action visual treatments. Little things make a big difference in both user experience and in program performance.
]]> http://www.smith-harmon.com/blog/2010/09/preponderance_of_the_small.php http://www.smith-harmon.com/blog/2010/09/preponderance_of_the_small.php Call to Action Wed, 08 Sep 2010 10:06:57 -0800 From: west elm
Subject Line: Wherever you go, WE are with you
Date: Wednesday, September 8, 2010

In addition to redesigning their website to feel friendlier with the introduction of both paper texture and handwritten font, west elm has also launched city guides in Philadelphia, Portland and Chicago. I'm curious about how y'all think about this. Does it make sense for west elm? How does it help the brand? The customer?

Also, I am interested in your reaction to the WE element. Please comment!
]]> http://www.smith-harmon.com/blog/2010/09/_from_west_elm_subject.php http://www.smith-harmon.com/blog/2010/09/_from_west_elm_subject.php Appropriateness Wed, 08 Sep 2010 09:55:53 -0800 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

]]> http://www.smith-harmon.com/blog/2010/09/fashions_night_out_2010.php http://www.smith-harmon.com/blog/2010/09/fashions_night_out_2010.php Current Events Wed, 08 Sep 2010 07:22:25 -0800 From: Sur La Table
Subject Line: Over 500 New Items - In Stores & Online
Date: Monday, August 23, 2010

From: Anthropologie
Subject Line: A homeward focus.
Date: Thursday, September 2, 2010

From: Dean & DeLuca
Subject Line: National Honey Month With Dean & DeLuca
Date: Thursday, September 2, 2010



Judging by the headline, you're probably thinking: "Another blog about fitting all your content above-the-fold, I get it already!" Well, this isn't one of those blogs.

As designers we all know the challenge in working within the fold. If you can fit all your information in that tiny bit of real estate, great! But when you have more information than you can fit, strive to make the scrolling-experience as intriguing and fun as possible. Here are 3 recent examples of how companies have done this well.

• Sur La Table
  uses image placement to create a negative space that results in a waving motion, which you would only notice when scrolling.
• Anthropologie
  uses arrows and staggered & tilted images which point in the direction you should be looking.
• Dean and DeLuca
  uses dotted lines that swerve out of one section and into the next, drawing your eye to the next area.
  

Here are a few other oldies but goodies, from:

• Canadian Tourism Commission
• Beach Park
• EEC
  

]]> http://www.smith-harmon.com/blog/2010/09/designing_for_the_preview_pane.php http://www.smith-harmon.com/blog/2010/09/designing_for_the_preview_pane.php Design Tue, 07 Sep 2010 11:18:08 -0800 What: Holiday
Who: Mark Brownlow
Date: Friday, September 3, 2010

The fantastic and prolific Mark Brownlow has pulled together an excellent list of holiday resources, for those of you seeking inspiration and guidance.
Check it out here >
]]> http://www.smith-harmon.com/blog/2010/09/christmas_in_september.php http://www.smith-harmon.com/blog/2010/09/christmas_in_september.php Best Practices Fri, 03 Sep 2010 11:00:29 -0800