From: Restoration Hardware
Subject Line: Don’t Skip This Email. It’s Worth $100 (Really, Truly). Gift Expires Monday.
Date: Saturday, January 12, 2008
I applaud Restoration Hardware for thinking hard about how to use the subject line, body copy and design layout to make an ordinary offer feel extraordinary. Sure, it calls to mind the envelopes from Publisher's Clearing House I hopefully tore open as a child, but it's different and it works. In particular, I like how the subject line attributes a cash value to the email itself: "It’s Worth $100 (Really, Truly)." I'm also responding to the Gift Certificate device; it makes a standard offer - 25% off a $400 purchase - feel like a special, exclusive present.
From: Neiman Marcus
Subject Line: FREE GIFT WRAP ON THE BIG 100 & A chance to win one + FREE SHIPPING AT ANY PRICE
Date: Tuesday, November 13 2007
Here's an interesting way to compel recipients to click quick: Neiman Marcus offers subscribers the opportunity to win a handbag - but only if they respond by 11AM CT!
From: Design Within Reach
Subject Line: Final Week to Lounge for Less, plus Shipping and Champagne
Date: Tuesday, January 23, 2007
Here, Design Within Reach infuses some fun into a standard design template. Using basic rules and color blocks, it goes from generic to Mondrian-esque. Cute.
I also want to applaud the limited-time offer specificity in both the subject line and the headline.
Finally, I'd like to call attention to the footer navigation. Many multi-channel retailers include their website, telephone number and store locator information in their footer navigation, but I like how Design Within Reach umbrellas it with the phrase "3 WAYS TO SHOP." It's subtle, but it gives the information a sense of context and serviceability.
From: PUMA
Subject Line: Play the game. Win PUMA prizes.
Date: Thursday, November 7, 2006
Here, PUMA does a nice job using white, as well as incorporating holiday without blasting us with red. (I am SO SICK of seeing red in my email inbox! Winter will be a welcome sight.) ... Although, is that Michelle Yeoh hovering ghostlike behind the body copy? That's weird.
And what the heck is this "Round Three of our Holiday Heroes puzzle" thing? People are so busy this time of year and their inboxes are so crowded; they don't have time to read multiple paragraphs of contest rules, and they don't have the interest to keep up with more than one "Round" of information. So do us a favor and keep it simple: give us a few good gift ideas and a free ship offer, please.
I like both of these graphical designs from Banana Republic. Obviously, "Drop Your Pants" (on a Friday, no less) is an attention-getting graphic and subject line. (I assume the open-rate was their highest ever.) The post-Thanksgiving design is great just because of the unusual color combination: totally mashed potatoes and gravy. The cute little gravy boat icon is, well, "just gravy."
From: BananaRepublic.com
Subject Line: Drop Your Pants for charity, get 15% off...
Date: Friday, July 21, 2006
From: BananaRepublic.com
Subject Line: Starting tomorrow, get a $25 Shop Card online & in-store...
Date: Tuesday, November 21, 2006
From: babygap.com
Subject Line: Exclusive Offer: Free Shipping Throughout The Holidays
Date: Tuesday, November 7, 2006
A bold offer and a nice design, I'd say. I'll be interested to see whether Gap uses this "tag" graphical treatment to indicate Free Shipping throughout the season. If so, then this message is also a nice introduction to a visual cue that will drive sales all season long.
Within a period of two days, both Sephora and Nordstrom offered what appear to me to be extremely compelling free gifts with purchase. Which is the better campaign? I made a purchase from Sephora. They created a click-through landing page listing exactly what was in the free gift bag. Nordstrom's offer might have been better, but they didn't list exactly what the croc box included. Better safe than sorry!
On an unrelated note, I'm interested in Nordstrom's use of "(Details Inside)" in their Subject Line. Thoughts? Also, is it me, or does Sephora's Subject Line not make any sense?
From: Sephora
Subject Line: 11 Free Deluxe Sample Beauty Jackpot
Date: Sunday, October 15, 2006
From: NORDSTROM.com
Subject Line: Fall Beauty Gift with Purchase | Free Shipping Offer (Details Inside)
Date: Tuesday, October 17, 2006
From: UrbanOutfitters.com
Subject Line: Who are you? And do you like Free Shipping?
Date: Thursday, August 10, 2007
This EDM uses a compelling offer to gather subscriber data. At the same time, it throws production values out the window in favor of humor. UO pokes fun at it's own categorization process, adding "Mama's Boy", "Blog", and of course, "Lindsay" and "Hilary" menu items.
From: J.Crew
Subject Line: Two Days Only: Shipping is free
Date: Monday, May 15, 2006
Here, J.Crew follows a straightforward formula to deliver what I would bet was a very successful campaign. We can strategize all day long, but sometimes the simplest message is the best: a practical, affordable product (under $20), + free shipping = certain success.
A recommendation: be clear about special offer stipulations. In this campaign, putting "free shipping" in the subject line leads us to believe that the featured tanks are free ship. We don't realize that free shipping only applies to orders over $150 unless we read the submessage copy. (We'd have to buy about 10 tanks to qualify!) I would bet this particular arrangement of information lead to a number of abandoned shopping carts, plus several calls to customer service.
From: The Museum of Modern Art
Subject Line: Last chance to save $10 on the newest arrivals at MoMAstore
Date: Wednesday, March 29, 2006
This email was brought to my attention by Kate Addiego. Thanks Kate!
The MoMAstore consistently delivers campaigns with clear messaging and clean design. This EDM is a nice example of successfully bringing together what could have been a mishmash of product imagery through common shape and color.
As a museum-affiliated enterprise, MoMAstore faces the unique issue of addressing the consumer and the connoisseur. The consumer saves $10 on their coasters, while the connoisseur admires a 2005 vase by Tokuda. Objects d'art get dates rather than prices!
From: Old Navy
Subject Line: This Week Only - Get $10 Off Any Purchase of $50 or More
Date: Monday, March 20, 2006
While the creative execution is nothing short of "blah" (I'm surprised this got past the business team without the addition of red!), I'm interested here in the print-out coupon tactic. Have you used it, is it effective, and in what context?
A physical coupon probably appeals to Old Navy's target audience: shoppers in search of a deal. However, how many of these value-oriented consumers have home printers?
From: katespade.com
Subject Line: final sale - great things come in pairs
Date: Tuesday, January 31, 2006
Shoes and bags lend themselves to paired-purchase, and Kate Spade takes advantage of that here with a tempting additional 15% off when you buy two sale items. Smart!
A few recommendations for improvement:
1) I know it doesn't suit a more luxurious brand like Kate Spade to SCREAM sale, but the type is so small I can hardly read the offer they're promoting, and I have my glasses on. Bring it up a pixel or two!
2) It would be great if, on click-through, we were taken to a multi-buy page that allowed us to purchase our matching shoe and handbag set, rather than having to slog through the separate "shoes" and "handbags" categories to find the picked-pairs.
3) Do pink & green really go together? Wouldn't black & white have made more sense?
From: Old Navy
Subject Line: Holiday Hint 5: You Could Instantly Win Up to $1,000 - Play Now
Date: Thursday, December 1, 2005
Kudos to Old Navy for trying something new - an interactive EDM! Here we PLAY for our special offer rather than just CLICK for it Smart! Although I'm not sure how the "Holiday Hint 5" peice of the subject line relates to the message. A "hint" should be a piece of useful informtaion. It would have been better to use the SL to fully capitalize on the novel game element.
From: Gymboree
Subject Line: Friends of Gymboree - Save 30% on Everything
Date: Tuesday, November 8, 2005
I'm not sure what qualifies me as a "friend" since I've never bought anything from Gymboree, but what a deal! For starters, 30% off everything is great, and making it exclusive to cool "friends" like me makes me want to get in on the secret and buy something.
The Dr. Suess-like graphics Gymboree used throught this holiday season are cute, although in some cases they chould have showed more product and less Seuss.
From: Athleta.com
Subject Line: Free Gift From Athleta
Date: Wednesday, October 26, 2005
It's rare to find such a simple, easy-to-understand special offer! "Buy this, get this." Love it!
From: Saks Fifth Avenue
Subject Line: Shop Beauty & Lingerie & Get a Gift with Purchase + Fashion Incubator
Date: Tuesday, October 4, 2005
A nice offer and a cute design with one problem: what's with the goats? Lingerie and goats? I don't get it. That's extremely strange.
Another note: simplify the subject line to highlight the special offer for better click-through. You've got three "and" symbols in there. Too many! Try simply "Get an Exclusive Free Gift with Purchase".
From: Gymboree
Subject Line: Enjoy Big Savings - Only 4 Days Left!
Date: Thursday, August 18, 2005
While the "Spend & Save" concept has always seemed hillarious to me, this is a nice execution. It can be tricky to differentiate between the different savings amounts, and Gymboree does it well using multi-colored dots.
Great to include "4 Days Left!" in the subject line. That's sure to increase click-through.
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