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!
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.
From: American Eagle
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.
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.