Social hero

Get Social this Holiday

Maurices and Disney found clever ways to get their customers to interact with their social network pages this season! Let’s take a look…

From: Maurices
Date: 11/18/16
Subject Line: ‘Tis the season for shopping, saving & free shipping

Maurices   Maurices animated

Maurices is running a promo that qualifies you to win your holiday wishlist. They call it the “Wish Pin Win Sweepstakes.” To enter, you fill out a small form, then pin any number of their products (to Pinterest) along with the required description line: On my wish list #wishpinwinsweepstakes #discovermaurices. I’m not quite sure how the user is linked to their Pinterest account, but I’ll leave that to the experts.

The idea behind this promotion has many advantages.
1. Engagement. It encourages shoppers to browse through the website, in turn finding products they’re interested in.
2. Customer Acquisition. By entering the contest, Maurices can gain access to a potential new customer’s contact information and ask if they’d like to receive future emails.
3. Future Targeting. By creating a wishlist, Maurices can better target each subscriber based on products they’re interested in. In this case, it can be obtained through their browsing history (since the wishlist is created in Pinterest rather than through Maurice’s website).
4. Even More Customer Acquisition. By posting products on Pinterest, word will spread about the best items you have to offer. Not to mention, products look so much better when suggested by a friend.
5. Conversion. By encouraging people to pin these items, the tedious work of browsing and compiling is now done — it’s easy for them to share it with friends and family. BAM, holiday wishlist complete.
6. Customer Retention. Offering contests keeps customers happy and waiting for the next opportunity to win.

Overall, this is a great way to market yourself using social media.

From: Disney Movie Rewards
Date: 12/01/16
Subject Line: Happy Holidays, Amy

Disney Movie Rewards   Disney Movie Rewards

For the month of December, Disney Movie Rewards is giving free reward points for clicks! On December 1st they sent an email announcing the promotion: “Earn 5 Points Every Day!” I clicked the CTA in the email, logged in, and earned my free points. BOOM. Done. Easy. The second day, I went to get my points but saw new instructions. To receive points I must now visit their Facebook, Twitter OR Pinterest page. There, I would find a link to a magic code. I can then use that code on the Disney Movie Reward’s website to redeem my points.

A great advantage of this promotion is that it:
1. Makes customers aware of their social media presence, and
2. Encourages them to “like” the page so they’ll be reminded to redeem points (therefore opting in to future posts).
3. Also, by liking the page, and/or posts, their friends will become aware of the promotion as well.

There are a few things I might change about their strategy, however.
1. For the kick-off email, I would make it clear how the process works (that social media will be involved). Rather than linking to the Disney Movie Rewards website, I would provide call-to-actions to their social media pages.
2. It seems like a lot of steps to earn your reward. Rather than listing a link within the social media post, I would like to see the code displayed there instead. I can only think of one reason why you might want to use a link: to direct them to a page with more opportunities for click through / conversion. In this case, the landing page only has the magic code.

Overall, still a creative way to incorporate social media.

Kudos to Maurices and Disney on finding unique ways to grow your customer base and engage existing customers through social media.

Read More

CTA hero

C-T-yaaaaaaay!!

More times than not, an email’s success is measured by the number of clicks it receives. An important factor in getting that reaction is having an effective call to action. Get yours noticed with my tips below.

USE CONTRASTING COLOR
Make sure your call to action stands out by giving it high contrast. Whether it’s a link, a colored box or a graphic, do whatever you can to keep it from blending into the background.

From: Charming Charlie
Date: 11/08/15
Subject Line: It’s the last weekend of BOGO, sooo…
See the full email

Charming Charlie

Here’s an example where Charming Charlie used a dark plaid button to contrast the white background.

LOCATION, LOCATION, LOCATION
You should always aim to keep your call to action above the fold (aka where subscribers will see it without needing to scroll). Also, place it where the eye flows naturally.

From: maurices
Date: 11/14/15
Subject Line: Fa la la la fab!
See the full email

Maurices

Maurices does a good job getting their call to action above the fold in this example.

BE SPECIFIC
Subscribers should know where the link will take them without reading the email. For example, “Shop the Sale” would be a better approach than “Shop now.”

From: American Eagle Outfitters
Date: 11/14/15
Subject Line: Get your shirt together.
See the full email

American Outfitters

Although AEO’s call to actions are below the fold, they do a great job naming the buttons. Without reading anything else, I know exactly where the link “Shop Women’s Flannels” will take me.

KEEP IT SHORT
If your call to action is too wordy, it will become unscannable and could lose clicks. Making it too wide may also make it less apparent as a button.

From: Gap
Date: 11/13/15
Subject Line: a merry mystery awaits…
See the full email

Gap

Gap’s wording is borderline long in this example. It could be shortened to “Reveal Your Deal.” However, they do a good job calling attention to the call to action by giving it contrasting color, and by using the tree background which works as a giant arrow.

From: aerie
Date: 11/07/15
Subject Line: Welcome To Dreamland. FREE Boxer!
See the full email

aerie

Aerie kept their copy short, but they decided to go super wide. Because of this, it’s slightly less apparent as a button/link. If different wording was used, it could be mistaken for a headline.

USE INVENTIVE WORDING
Put your copywriter thinking cap on to make the link fun and unique. Take into consideration who your audience is, the theme of the email and the tone you’re trying to set.

From: Moosejaw.com
Date: 11/12/15
Subject Line: Hours Left to Get 30% Back
See the full email

Moosejaw

Moosejaw used some clever wording in this email. Their sub-message title says: “It’s getting Cold,” the call to action is “Bundle Up.”

CALL ATTENTION TO IT
Try animating your call to action, adding graphics to it, or making objects point to it. The sky is the limit.

From: aerie
Date: 10/14/15
Subject Line: Last Day For BOGO 50% Off Collection!
See the full email

aerie

Here’s an example from Aerie where a heart was included in the button. I ❤ this.

Read More

showroom hero

Straight from the Showroom Floor

I like how these emails give you a feeling of shopping in the store by showing the products as you would see them in person: displayed on a table, carefully folded or hanging on the rack. It makes the images seem less doctored when they’re not being worn by a curvy model or in a perfectly decorated setting.

From: American Eagle Outfitters
Date: 11/01/15
Subject Line: Take 25% off, ’cause we APPreciate you!

american eagle outfitters

I ADORE this email design. The wood grain background that extends the full height of the email sets a nice inviting and rugged tone. The leaves add to the ambiance, giving a sense of fall. But the best part (as it should be) is the products. The way they overlap on top of one another, along with drop shadows, really give them interest. The way they’re positioned draws your eye around to each item and down the page.

From: maurices
Date: 10/21/15
Subject Line: Top picks for 9 to 5.

maurices

I love how the folded clothes overlap the hero to draw your eye into the next section. The products are fanned out and folded in interesting ways to add movement. The call to actions are well placed to fill the empty space and connect with the items.

From: Express
Date: 11/06/15
Subject Line: New Express One Eleven! Let’s hang

express

Puns galore are included in this email from Express. The hero image shows a rack of clothes on hangers. The subject line says “Let’s hang” and the headline is “The tops you need for major hang time.” Cute.

From: babyGap
Date: 10/22/15
Subject Line: snoopy’s here!

baby gap

Baby Gap shows off its new Snoopy collection by folding and laying them all out as you would see in a store. It’s effective at fitting a lot of products into a small space while also giving a true sense of what each garment looks like.

Read More