Who Wore It Better Hero

Who Wore It Better?

I’m sensing a trend here. What better way to make someone feel like they’re getting the most bang for their buck than to offer a versatile garment that can be worn day after day? Here are three emails that highlight just that. So which email design “wore it” best? Let’s evaluate.

MY FIRST PICK:
From: Anthropologie
Date: 8/14/15
Subject Line: Our most versatile dress yet (+ free ship).

Anthropologie

0825_check-mark Product image above the fold
0825_check-mark Design flow
0825_check-mark Outfit pairing(s)
0825_check-mark Stunning product imagery
0825_uncheck Landing page expectation

I love this email’s outdoor photography (as opposed to studio) and the product pairings with each outfit. These two elements make the design most appealing and adds value by doing the tough “pairing” work for the subscriber. Not to mention that it offers the most opportunity for click-throughs. My only criticism is that none of the links take you to the featured product. Instead they go to the general category where you are forced to scroll to find the product. Even though their copy suggests that it might go to the category (tanks, shirt dresses and pullovers), the imagery and email topic sets another expectation. I would suggest either providing links for the product in addition to the category, or at the very least providing the name of the featured products.

SECOND CHOICE:
From: Banana Republic
Date: 8/21/15
Subject Line: Take this dress in 2 directions

Banana Republic

checkmark Product image above the fold
checkmark Design flow
checkmark Outfit pairing
uncheck Stunning product imagery
checkmark Landing page expectation

Banana Republic comes in a close second. While it has lots of things going for it, it doesn’t have as much versatility when it comes to product uses and pairings. Out of the three emails, it’s landing page was handled the best (although still not entirely ideal). It too only has a link to shop by the category. However, what makes it better than the others is that the product list begins with the featured dress.

FINALLY:
From: LOFT
Date: 8/25/15
Subject Line: How to wear it: 1 piece, 2 ways

LOFT

checkmark Product image above the fold
uncheck Design flow
uncheck Outfit pairing
uncheck Stunning product imagery
uncheck Landing page expectation

Although LOFT places last, they excel in original uses for the featured product. The text slightly overlaying the images (also done in the Banana Republic design) is a nice touch to break from the norm and tie in the copy with the images. Their biggest downfall is with their landing page. Like the other emails, the “shop” links all take you to a category page, again forcing you to scroll and search for the product. The “explore” button (that’s above the fold) takes you to a more appropriate landing page that matches the email design, but even the links on that page have issues. For example, when the “shop” button below the cargo skirt is clicked, it goes to a page featuring the poncho or the cardigan first. IMHO, the skirt should appear first and the pairings below it. The hero image is also broken on EVERY product page, saying “Hold, please. Image coming soon.”