Holiday Gifts Link Hero 2

Tis the Season to Give

Well, it’s officially time to break out those holiday designs! This year, make sure to extend your theme beyond the main message and include it in the framework of your email as well. You can add fun graphics or just switch up the colors for a festive touch. Today, however, I want to talk about one specific addition — a “gifts” button. It provides a quick and easy way for subscribers to shop for their loved ones and see what your business has to offer. Much like a recovery module, it offers an opportunity for click-through even if the subscriber wasn’t interested in the main message. Here are a few examples of gift call-to-actions that popped!

From: Anthropologie
Date: 11/16/16
Subject Line: New tops in need-now shapes: 25% off + free ship.

Anthropologie introduces a new “gifts” link in their footer. It can’t be missed with contrasting red text that animates! See the email animate.

Anthropologie    1118_gifts_anthro_200

From: American Eagle
Date: 11/16/16
Subject Line: A fresh take on destroyed denim

American Eagle follows suit with a red animated link, but they take it a step further by placing it above the fold. Love this idea! See the email animate.

American Eagle    1118_gifts_aeo_200

From: UncommonGoods
Date: 11/14/16
Subject Line: Win the Holidays

If you want to go all out, instead of a singular “gifts” button, break down the gifts by category. Shop by: gender, personality, price point, age, hobbies, etc. — the sky is the limit. (Side note, I just have to say I love this main message design. The use of graphics is so clever, bold and simple. It’s just perfection. But anyway, back on topic…) Uncommon Goods includes a footer at the bottom with “shop by” categories to help simplify gifting. Normally I would say it could use a headline to call out gift giving, or something to make the section stand out a bit more. But since the entire email is essentially a shop-by-category theme, it might have been overkill. Well done.

Uncommon Goods    Uncommon Goods Footer

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Sur La Table Recipe Email Hero

Now THIS is How You Sell a Product

From: Sur La Table
Date: 7/17/16
Subject Line: This Week’s Recipe—Shrimp and Pineapple Curry

From: Sur La Table
Date: 7/24/16
Subject Line: This Week’s Recipe: Barbecued Corn & Tomato Salad

Sur La Table Pineapple Email    Sur La Table Corn Email

I ADORE these recipe emails from Sur La Table! These are great examples of how to feature a product in a way that can appeal to anyone. They’re packed with information including a recipe, product, tip and trivia — but despite all the content, they are fun and don’t feel overwhelming. The gorgeous recipe hero image is eye catching and includes a large call to action above the fold. Right from the start this email has added value by giving you something for free without trying to sales pitch you out the door. The well implemented left-to-right flow and wonderful use of negative space draws your eyes to the next section where you see the product that was used to make the recipe. A video is included in both emails to illustrate how easy the product is to use. There are so many graphic design choices that really add interest, including: textured headline backgrounds that POP, drop shadows on products, boxes with dotted borders, overlapping imagery, various arrows to lead the eye, colored drop shadows and the headline flourish in the trivia section. I ❤❤❤ these emails! Nice job, Sur La Table!

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Sephora Weather Email Hero

This Email is HOT

From: Sephora Beauty Insider
Date: 7/01/16
Subject Line: Happy Fourth! The forecast is in…

Sephora

I liked this email’s clever use of location targeting. Sephora pulled the upcoming weather for my area and then suggested products based on that information: “This scorcher calls for frizz-fighting hair serums, refreshing face mists, and lots of SPF.” Scorcher might be a strong word for a high of 75, but in WA state that’s shorts weather… and they’re right about the humidity. The way they display the information is eye-catching and quickly digestible with weather graphics and bold, simple headlines. They continue with the theme and offer more opportunities for click-through by listing products that meet the criteria (Living Proof No Frizz Humidity Shield and NARS Broad Spectrum SPF 30, for example). Although, many of the products seem to miss the target for relevancy; it might have been better to list the more applicable products first. All in all, very clever and well done!

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hashtag hero

Don’t Waste That Hashtag

I keep seeing email after email underutilizing hashtags (ahem, examples above). Retailers seem to be using them as a way to look trendy, but with no real purpose. This is such a missed opportunity. Hashtags are essentially FREE MARKETING! By encouraging your customers to share their images and thoughts about your brand, they are marketing to their friends, family, and followers for you. So how can you use hashtags to your advantage? Here are a few suggestions:

1) HOST A CONTEST
Who doesn’t want free stuff? Contests are a great way to get people involved. In this example, Williams-Sonoma offers a chance to win a grill or grill set for Father’s Day. The hashtag makes a bold appearance in the headline. This campaign could have even more impact if the headline included the words win and/or contest.

From: Williams-Sonoma
Date: 6/18/16
Subject Line: 3 Days Left! 20% Off 1 Item + 5 Great Picks for DAD – In Stores & Online

williams-sonoma message

2) OFFER FAME / BRAGGING RIGHTS
Social media is addictive. People love to sit back and watch the “like” meter count up. Why not give them their 5 minutes of fame. In this email, Live Love Polish encourages subscribers to tag their nail art photos for a chance to be featured on their website. The headline is well-worded (very direct), and the use of imagery from other customers is an inspiring addition.

From: Live Love Polish
Date: 6/03/16
Subject Line: Ripper NEW BRAND From Down Under!

live love polish message

3) ENCOURAGE SOCIALIZING
Sure, incentives are a great way to populate your hashtag feed, but some people are more than willing to contribute for nothing. Simply make people aware of the hashtag and what it should be used for. Here, Pottery Barn Kids invites customers to simply share their 4th of July photos. I like the use of the Instagram logo used to emphasize the preferred social platform (just in case people are too lazy to read).

From: Pottery Barn Kids
Date: 7/04/2016
Subject Line: Happy 4th of July! Up to 25% off EVERYTHING + FREE SHIPPING (’til midnight!)

pottery barn kids message

4) DONATE TO CHARITY
What a fun, free (for the taggers anyway) and effortless way for customers to donate to a cause! Encourage them to share and in exchange, you make a donation! Aerie shares the love by donating $1 for each post using their hashtag. With this message they decided to go big or go home; it’s hardly a secondary message since it’s comparable in size and location to the primary message. It works though! I only wish the headline was a bit more direct in calling out the donation aspect.

From: aerie
Date: 6/30/16
Subject Line: 500+ Swim Faves Now $10! For REAL.

aerie message

Okay, so let’s say you’re successful in creating and populating a unique hashtag. Some of the marketing has already begun by people simply contributing to it. New posts will show up in “new” or “popular” areas of social media, and followers of people who have shared will see the posts in their feeds. Now’s the time to take it one step further. Include a link in your emails (and/or website) to encourage more people to check it out and contribute.

There are a few options for creating links to these posts. You can link to a page within Instagram or Twitter, but that will limit you to that one social media provider. If you want to grab hashtags from all social media platforms (Facebook, Twitter, and Instagram, for example), companies like Tagboard offer just that. You can link to a page within the site for your hashtag, or (for a price) Tagboard also allows you to embed posts on your website (displayed in an iframe).

A SMALL TIP: For a hashtag that’s more general, feel free to give it hierarchy in your email when you wish, but there’s no reason you can’t permanently give it a home at the bottom of your email. Here are two examples, from Carters and Land of Nod, showing how they included their hashtag in their footer.

carters footer  land of nod footer

ONE FINAL NOTE. Make sure when using a hashtag that you’re clear about how it should be used. If customers don’t know what it’s there for, you’ll be missing out. Here’s an example illustrating this from Banana Republic. I could be wrong, but it seems to me that they’re attempting to create a public hashtag; they call it out in two separate emails (in a prime location) and even in the subject line. However, there is no explanation about how the hashtag should be used. (IE: who should be using it and what type of posts should go there.) As a result, there have only been a couple posts using this hashtag to date, all made by Banana Republic. I would like to give them props for making the hashtag bold; it definitely stands out. It just needs a bit more instruction with it.

From: Banana Republic
Date: 6/19/16
Subject Line: This week in Your Life. Styled.

banana republic message

From: Banana Republic
Date: 6/20/16
Subject Line: Now, later, always: #BRClassic

banana republic message

In summary, if you’re going to use a hashtag, think beyond looking #trendy and make them work for you!

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