From: Ann Taylor
Subject 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...
From: Lord_&_Taylor@LordAndTaylor.com
Subject Line: It's Time To Get Dad A Great Gift
Date: Tuesday, June 6, 2006
I am all for the strategic use of submessagery, but I have my doubts about the efficacy of an email campaign made up entirely of submessages. Here, it looks like Lord & Taylor just took a bunch of banner ads and stacked them on top of each other. Without a clear main message, customers don't know where to focus, and as a result they don't focus anywhere. The lack of a clear call-to-action - there are no underlines, carrots, or any other indications of clickability - only adds to the confusion.
Finally, I highly recommend including a prominent logo and a consistent set of navigation items at the top of every email campaign. The logo identifies the brand, while the navigation items (such as "shop", "gifts" and "sale") offer customers several constant clear points of entry to the website.
From: Janie and Jack
Subject Line: Fresh Casual Collections Deliver
Date: Tuesday, April 11, 2006
From: babygap.com
Subject Line: New Outfits for Sunny Days
Date: Tuesday, April 11, 2006
From: Gymboree
Subject Line: New Island Styles and Don't Forget Rise & Shine!
Date: Thursday, April 13, 2006
In contrast to the campaigns I discussed on April 11, all three of these messages include fun, subtle graphical treatments that don't obscure the product offerings.
Comparatively speaking, I love the refinement and simplicity of the Janie and Jack message. Gap and Gymboree offer up a few more options with three submessages each. Which is more effective: Gap's new vertical or Gymboree's more traditional horizontal submessage placement? I like the immediacy of seeing Gap's submessages directly to the right of the main message, no scrolling required, but do they add too much visual clutter, and do they almost feel like Google sidebar ads? Is this the start of an industry-wide no-scrolling-required submessage placement trend?
From: Lands' End
Subject Line: The Perfect Packing List
Date: Tuesday, March 14, 2006
Good Lord! While I am a fan of the well-executed multiple-message campaign, particularly when it combines full-price items with sales or special offers, this Land's End multi-message EDM is an absolute monstrosity!
While I appreciate the idea behind packing the customer's suitcase, which was done nicely by J.Crew last year, this email sets off a sensory overload with at least seven different messages, vibrant colors and energetic graphical elements. Ieee! Plus, Land's End flatters itself if they believe anyone will read the novel-length copy in a less-than-easy-to-read font. Hel-lo!? Next time try sending this as four separate EDMs, or at least chill out on the creative execution.
Question for an email delivery specialist: Why do Land's End (as well as Lord and Taylor) EDMs appear in my inbox with an attachment icon next to them, and how does this affect deliverability?
From: Ann Taylor
Subject Line: The New Collection is Here, with an Exclusive Offer
Date: Tuseday, February 28, 2006
This is a such nice, clean creative execution. It has a light, refined quality that really says "Ann Taylor in the Spring." I think it captures the overall brand cleanup that's been happening recently at Ann Taylor.
On a separate note, since January, Ann Taylor has been doing a notable job executing multiple messages within each campaign. This email manages to address the Spring Collection, a Shoe Sale AND an Online Sale without overwhelming viewers. A rare achievement. Bravo, Ann.
One recommendation for improvement: the New Arrivals main message features the PETITE call-to-action so prominently, we loose sight of the opportunity to click through to the main collection. The two call-outs should really be given equal weight.
From: Eddie Bauer
Subject Line: Guaranteed Christmas Delivery With No Rush Charges.
Date: Monday, December 19, 2005
Eddie's pushing five different messages simultaneously, with very little creative distinction between each, employing the same colors, fonts, and even the same red ribbon treatment. Reads like a rush job to me. The email browser incompatibility (in the out-of-alignment red promo) confirms it.
From: American Eagle Outfitters
Subject Line: Shop early and take 15% off
Date: Tuesday, November 22, 2005
Proof that it's possible deliver multiple messages in one EDM without confusing customers, American Eagle Outfitters gives us a product-specific sale, a one-day-only sale, an in-store sale, a sweepstakes offer AND a gift guide without making our eyes cross.
Love the "Get Together" seal they employed throughout the season, as well as the wood texture used in this particular message.
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