4 Reasons Why We're Crushing on the Sugarwish Brand

1.     Creative

Sugarwish’s logo is clean, whimsical, and locked up with a solid tagline, “sweet happiness.delivered.” Their brand colors are a combination of Tiffany’s blue (for a little luxury) and red (for a little love), plus gray as a secondary color. It’s nice to see two colors not usually paired together being used, and used in such a complimentary way.  

4_Sugarwish_Email.jpg

 Their website design is clean and shows beautiful, playful pictures of their candy offerings. The tone of the Sugarwish brand is fun (as it should be… it’s CANDY) and they use language like “Lickety Split” and “Wish Granted,” which just makes the whole experience more enjoyable.

When the Sugarwish arrives, it comes in the cutest packaging – a Tiffany's blue box, with a red ribbon around it. The inside showcases the candy and has red and white stripes that are reminiscent of the old-school candy striper days.

Sugarwish box

2.     Website’s Ease of Use  -

Sugarwish has been implementing a new concept – sending a candy gram online to a recipient who selects his/her own gift. Instead of complicating the messaging, once you arrive on their site, it clearly shows you where to click if you are the sender or the recipient. It incorporates a video if you need further explanation, but it doesn’t cram it down your throat. Most of the content on each page is above the fold, so there’s not a lot of scrolling needed to get the information you want. The website does a great job of making navigating the site a cinch!

 

3.     Email/Ecommerce Best Practices –

So far, we’ve touched on the cute concept and exceptional branding, but Sugarwish wouldn’t be as successful as it currently is without using best practices in ecommerce. Once you order, you get an email confirmation. If it’s your first time ordering, you get a thank you from the founders with an offer to purchase again. Both pretty standard, but necessary steps.

At each turn, they both subtly and not so subtly try to persuade you to purchase another Sugarwish. But even when it’s not so subtle, it’s still on-brand and it’s not bothersome at all. They track when your wish has been sent and when it’s been seen, so if for some reason the recipient doesn’t pick it up, you can either send it again or say something to your chosen recipient to make sure they select their candy.

Their emails are visually appealing with minimal copy. As you can see from the email below, it’s easily digestible and definitely makes you want to click through to their site.

Sugarwish email

Not only is their onsite presence and email marketing strong, but they are also implementing the next step and using a remarketing campaign. As soon as I left their page, a cute little reminder popped up on another site that I should send that deserving someone some candy. “Sugarwish Em’”

Sugarwish banner ad

4.     Social Media  -

Some of the most fun we have when we manage our clients’ social media accounts is when we’re working with food brands. There’s so much you can do and so much fun to be had. People want to see puppies and babies on social media, but I’d say good looking food/candy would definitely be next in line.

If you look at Sugarwish’s Instagram feed, it contains beautiful pictures of colors through candy. They do a wonderful job of incorporating their logo and some of their brand lingo like “Work Fuel” and “Sweet Appreciation.” The entire feed uses a consistent look n’ feel and exudes their brand essence. We see so many Instagram accounts that are all over the place and really don’t tell the brand’s story, so this is a breath of fresh candy air.

6_Sugarwish_INSTA.jpg

I would suggest that Sugarwish post more often on Facebook; however, I have found that when they do post, it is relevant and on-point. You can see below that for Valentine’s Day (a holiday they should definitely be capitalizing on) they posted a charming picture of one of their boxes with a message about how they are the ultimate Valentine. 

Sugarwish Facebook Page

At the bottom of their emails, they entice you to follow them on social media with clever copy that fits their brand and actually does make you want to join.

Sugarwish email bottom

For a brand that isn’t well known to the masses yet (every time I send one, the recipient says “What a cute idea!,”) Elysium is very impressed with what we’ve seen from Sugarwish so far. They seem to really know who they are, what their brand stands for, and how to incorporate best practices in ecommerce.

Lastly - maybe most important - If you have two email addresses, there’s no shame in ordering one for yourself. ;) 

The Best (and Worst) Black Friday Emails of 2016

Have you dug out from your holiday emails yet? They’re probably still coming…. And will, all the way up until December 24th! We received so many holiday emails, that we decided to concentrate on one day instead of the entire holiday season to give some feedback on the best and worst this year.

Black Friday used to mean everyone rushed into the physical store for the best items. Now ecommerce has made it so easy to shop those crazy deals from the comfort of your couch. To this point, retailers need to competitively compete with each other on subject line, creative, and discounts.  

We poured through the good, the bad, and the cluttered… here are 3 of the best and 3 of the worst Black Friday emails. Just like previous email reviews, I will grade each email on Subject Line, Relevance, Creative, & Call to Action (CTA). 

Who Made the Nice List? 

1. My Custom Case

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    Subject Line:   A    Our Biggest Sale of the Year – 3 Days Only!    – The subject line is crystal clear. You will not get a better deal than what they’re offering now. It sets a time limit as well. Act within the next three days or you’re out of luck.  Relevance:  A  The email pays off to the subject line that it’s a 40% off sale and the best sale of the holiday season.    Creative:  A  The creative is festive with an animated gif using sparkling holiday creative, but it’s not distracting from its core sales message. The cases rotate through a bunch of different options to show the breadth of their products, and to capture your attention in a super cute way.  Below the main sale creative, they have three modules that direct you to the correct case for the phone or tablet of your choice.    CTA:  A-  There is a 'Shop Now' call-to-action, but it could be a little larger since it’s competing with two different moving creative features in the email.  

Subject Line:  A Our Biggest Sale of the Year – 3 Days Only!  – The subject line is crystal clear. You will not get a better deal than what they’re offering now. It sets a time limit as well. Act within the next three days or you’re out of luck.

Relevance: A The email pays off to the subject line that it’s a 40% off sale and the best sale of the holiday season.  

Creative: A The creative is festive with an animated gif using sparkling holiday creative, but it’s not distracting from its core sales message. The cases rotate through a bunch of different options to show the breadth of their products, and to capture your attention in a super cute way.

Below the main sale creative, they have three modules that direct you to the correct case for the phone or tablet of your choice.  

CTA: A- There is a 'Shop Now' call-to-action, but it could be a little larger since it’s competing with two different moving creative features in the email.  

2. Bobbi Brown Cosmetics 

Subject Line:  B    Shop Great Gifts + Pick a Holiday Beauty Set with $50 Order    The subject line is relevant to the creative of the email, but it’s a tad long. They could have gone with Pick a Holiday Beauty Set with $50 Order and conveyed the message just fine. Yes, there are great gifts to shop, but that’s implied with a Black Friday email.    Relevance: A The email starts with showcasing the two gifts that you could choose from if you spend $50. It’s a nice way to entice buyers to purchase. After all, who doesn’t want a free gift?!      Creative: A The creative is on-brand, shows some holiday spirit, and does a fantastic job of showcasing the products. Both the free gift sets as well as the gorgeous gifts below those are styled and crisp to noticeably show the beauty of the packaging and products.  If for some reason, none of the items in the body of the email tickle your fancy, Bobbi Brown does a good job of using their recovery module to keep you engaged. There are four boxes that you can click on for different reasons: Free Shipping and Offers, Talk to An Artist, Free Returns on Foundations, and Automatic Replenishments.    CTA: A  Under each item, they have a clear Call-to-Action. Either ‘Pick Now’ for the free gift sets or ‘Shop Now’ for the gorgeous gifts. 

Subject Line:  B Shop Great Gifts + Pick a Holiday Beauty Set with $50 Order

 The subject line is relevant to the creative of the email, but it’s a tad long. They could have gone with Pick a Holiday Beauty Set with $50 Order and conveyed the message just fine. Yes, there are great gifts to shop, but that’s implied with a Black Friday email.  

Relevance: A The email starts with showcasing the two gifts that you could choose from if you spend $50. It’s a nice way to entice buyers to purchase. After all, who doesn’t want a free gift?!    

Creative: A The creative is on-brand, shows some holiday spirit, and does a fantastic job of showcasing the products. Both the free gift sets as well as the gorgeous gifts below those are styled and crisp to noticeably show the beauty of the packaging and products.

If for some reason, none of the items in the body of the email tickle your fancy, Bobbi Brown does a good job of using their recovery module to keep you engaged. There are four boxes that you can click on for different reasons: Free Shipping and Offers, Talk to An Artist, Free Returns on Foundations, and Automatic Replenishments.  

CTA: A  Under each item, they have a clear Call-to-Action. Either ‘Pick Now’ for the free gift sets or ‘Shop Now’ for the gorgeous gifts. 

3. Old Navy 

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    Subject Line:   B+  you get a deal & you get a deal – For the most part consumers know that a Black Friday email will have a deal in it, but the question is, what kind of deal? Since Old Navy was planning 50% off on almost everything, they should shout that from the rooftops. To be fair, they send A LOT of email, so they may not have for this one because they were changing up their tactics and trying another way to get you to open your email.  Relevance:  A  Old Navy does an amazing job of letting you know that they know you, your purchase habits, and your preferences. At the top of the email, they use my name and even tell me how many reward dollars I have. This makes the consumer feel understood and who doesn’t like when his or her name is used?  Creative:  A  The creative pays off on the subject line because they show how you can get a gift for anyone on your list. It’s very apparent that this is the last day of the deal and that the deal is 50% off most things.  They include the nav bar at the top of the email and the product categories below the bottom of the email, so if you are looking for something specific, you can land on the products you want and start shopping right away.    CTA:  C –  When you click on any of the creative, it drives to the Old Navy site, however Old Navy is missing out on the opportunity to explicitly tell consumers to ‘Shop Now.” Don’t go curl your hair, don’t put the baby down for a nap, shop now is the next step in this process, darn it!  

Subject Line:  B+ you get a deal & you get a deal – For the most part consumers know that a Black Friday email will have a deal in it, but the question is, what kind of deal? Since Old Navy was planning 50% off on almost everything, they should shout that from the rooftops. To be fair, they send A LOT of email, so they may not have for this one because they were changing up their tactics and trying another way to get you to open your email.

Relevance: A Old Navy does an amazing job of letting you know that they know you, your purchase habits, and your preferences. At the top of the email, they use my name and even tell me how many reward dollars I have. This makes the consumer feel understood and who doesn’t like when his or her name is used?

Creative: A The creative pays off on the subject line because they show how you can get a gift for anyone on your list. It’s very apparent that this is the last day of the deal and that the deal is 50% off most things.

They include the nav bar at the top of the email and the product categories below the bottom of the email, so if you are looking for something specific, you can land on the products you want and start shopping right away.  

CTA: C – When you click on any of the creative, it drives to the Old Navy site, however Old Navy is missing out on the opportunity to explicitly tell consumers to ‘Shop Now.” Don’t go curl your hair, don’t put the baby down for a nap, shop now is the next step in this process, darn it!  

Who made the Naughty List? 

1. MAC Cosmetics

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    Subject Line:   C+     M∙A∙C Black Plum Friday – Join in on Black Friday Fun with a New Deep Purple Vamplify. Plus Free Shipping and Samples       Holy Longness!!! I stopped reading at Friday. No need to re-iterate it’s a Black Friday email. And a subject line should never have a 'plus' in there. Trying to do way too much!    Relevance:  C  So points for clearly stating it’s a Black Friday email in the subject line and body copy, but I’m sorry what are we talking about? Is this a holiday email? What product are we pushing here?    Creative:  D  As mentioned above, it’s not very clear what we are doing here. Black Friday is a day with 23972392 emails. You want to tell your customers what deal they are getting, how they can get it, and what products you are talking about. The creative isn’t festive, doesn’t show product, and doesn’t include an offer.  Oh and nice computer font that is an entire block of copy. Most consumers don’t want to spend time figuring out what we’re talking about. And the font choice is so random.  Thanks but no thanks, MAC.  CTA:  A  Probably the only thing that’s clear in this email is its CTA. Kudos for making it prominent and clear. 

Subject Line:  C+  M∙A∙C Black Plum Friday – Join in on Black Friday Fun with a New Deep Purple Vamplify. Plus Free Shipping and Samples Holy Longness!!! I stopped reading at Friday. No need to re-iterate it’s a Black Friday email. And a subject line should never have a 'plus' in there. Trying to do way too much!  

Relevance: C So points for clearly stating it’s a Black Friday email in the subject line and body copy, but I’m sorry what are we talking about? Is this a holiday email? What product are we pushing here?  

Creative: D As mentioned above, it’s not very clear what we are doing here. Black Friday is a day with 23972392 emails. You want to tell your customers what deal they are getting, how they can get it, and what products you are talking about. The creative isn’t festive, doesn’t show product, and doesn’t include an offer.

Oh and nice computer font that is an entire block of copy. Most consumers don’t want to spend time figuring out what we’re talking about. And the font choice is so random.  Thanks but no thanks, MAC.

CTA: A Probably the only thing that’s clear in this email is its CTA. Kudos for making it prominent and clear. 

2. Oriental Trading

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    Subject Line:   B     Black Friday Deals End Tonight + Get Free Shipping on ANY Order & $10 off        This subject line isn’t the worst, but it’s best to not include two ideas in the same subject line. One would suffice.    Relevance:  B-  Unsure why Black Friday is the second module and not the first, but they do discuss the deal and include holidayish imagery. I’ve seen worse.    Creative:  C-  I’m DIZZY! Not sure what to look at and it’s making my head hurt. The branding is all over the place. Sometimes black and white, sometimes holiday, random price call outs over certain products. Plus they are using a recover module to talk about their blog and gift cards, but instead of it recovering the consumer, it’s just adding even more conflicting messaging to the email. What’s the opposite of clean branding….it’s a dirty, dirty email.     CTA:  B  Modules 1, 2, & 4 use ‘Shop Now,’ while the individual product offerings just have the name with an arrow. People are smart enough to know they can click the arrow. The question is, will they wade through all the clutter to actually click on what they want?   

Subject Line:  B Black Friday Deals End Tonight + Get Free Shipping on ANY Order & $10 off

 This subject line isn’t the worst, but it’s best to not include two ideas in the same subject line. One would suffice.  

Relevance: B- Unsure why Black Friday is the second module and not the first, but they do discuss the deal and include holidayish imagery. I’ve seen worse.  

Creative: C- I’m DIZZY! Not sure what to look at and it’s making my head hurt. The branding is all over the place. Sometimes black and white, sometimes holiday, random price call outs over certain products. Plus they are using a recover module to talk about their blog and gift cards, but instead of it recovering the consumer, it’s just adding even more conflicting messaging to the email. What’s the opposite of clean branding….it’s a dirty, dirty email.   

CTA: B Modules 1, 2, & 4 use ‘Shop Now,’ while the individual product offerings just have the name with an arrow. People are smart enough to know they can click the arrow. The question is, will they wade through all the clutter to actually click on what they want?   

3. Marc Jacobs

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    Subject Line:   A -    Email Exclusive – The Black Friday Sale    – Clear, Concise, Good.    Relevance:  B  They get the award for didn’t try hard enough. It’s fine, but it could be more holiday-y, a better deal, just so much more could have been done.     Creative:  C  See above. You have gorgeous clothes and accessories…FLAUNT THEM!  Make an animated gif like you care about your email list and want to wow them. It’s just.so.boring.  CTA:  A-  Yep it’s there. Points for that. Now excuse me while I nod off… 

Subject Line:  A - Email Exclusive – The Black Friday Sale  – Clear, Concise, Good.  

Relevance: B They get the award for didn’t try hard enough. It’s fine, but it could be more holiday-y, a better deal, just so much more could have been done.   

Creative: C See above. You have gorgeous clothes and accessories…FLAUNT THEM!  Make an animated gif like you care about your email list and want to wow them. It’s just.so.boring.

CTA: A- Yep it’s there. Points for that. Now excuse me while I nod off… 

Overall, there were a lot of great emails. So many cute animated gifs and so many great deals! Consumer expectations are that big brands will continue to 'wow', so we’ll see if they get the message by our Spring Email Review! 

The Best & Worst Ecommerce Emails of the 2015 Holiday Season

Holy Barrage of emails! Between Thanksgiving, Black Friday, Cyber Monday, and Giving Tuesday, retailers are hell bent on making sure you see their promotions, sales, and holiday gimmicks.

I love receiving retail email around the holidays, but that’s probably because I’m an email marketer, and I look at the emails for so much more than just the deals they’re pushing that day. If I wasn’t, I’m pretty sure I would have felt totally overwhelmed and quite annoyed at the sheer volume of emails that came through my inboxes day and night for 5 days straight.

After much review, here are the 3 best and 3 worst holiday emails I've received. Just like my Spring email review, I will grade each email on Subject Line, Relevance, Creative, & Call-to-Action (CTA). 

*editor's note: The emails were delivered as one consistent email. They're chopped up for ease of use on this blog. 

Who Made The Nice List? 

 

1. Marc Jacobs

Marc Jacobs Holiday Ecommerce Email

Subject Line:  B+  You’re Welcome – It’s a little unclear what you’re going to find in this email, but it’s intriguing enough that you want to check. And then it pays off when you see they are saying you’re welcome for the 40% they’re offering

Relevance: A The email clearly states it’s a holiday sale, so there’s no confusion there. Gifts are listed first underneath the creative because most people will be searching for gifts this time of year.

Creative: A- The creative is simple and classic. It exudes festive holiday time without hitting you over the head with it. They include the website nav bar below the creative, so if you know exactly which department you want to shop in (Gifts Women, Men, etc) you can go there directly.

They include all of their social media properties without cramming them down your throat because they know that if you’re receiving their emails, you are more likely to engage with them on their social platforms as well.

CTA: A Because the email is designed so cleanly, it’s very easy to understand the action Marc wants you to take, shop the sale. It’s simple, but it works. 

 

2. Bloomingdale's 

Bloomingdale's Ecommerce Holiday Email

Subject Line:  A-  Expect the Unexpected! – This subject line is a nice play on words, and it peaks your curiosity to see what unexpected items they’re referring to.

Relevance: B  The email explains that you can find unexpected gifts at Bloomingdales. They reference these gifts and utilize their brand colors, but they don’t incorporate anything holiday-ish to signal that’s what the email is about.  Plus it’s not that unexpected that Bloomingdales sells diamond bracelets, but that’s beside the point.    

Creative: A-  The creative is on brand and uses stunning product photography to showcase the items they want you to purchase. They use an “S” curve with the picture on one side, copy on the other, and then the reverse below that since that’s how the human eye reads email. This will ensure readers will take in each item they see.

They talk about 14 unexpected gifts because people love lists, and when you know how many items are being presented, you are more likely to scroll down to see each item.   

Another good strategy they use is to clearly state at the top of the email that Shipping and Returns are Free. It’s a reassurance for customers that they have nothing to worry about and can shop happily.

CTA: C+  Although they have a good “Shop Unexpected & Unforgettable Gifts”  below the 14th gift, (not pictured here) they should have a CTA above the fold, and also for each item in the list in case people don’t scroll all the way to the bottom. 

 

3. Free People

Free People Ecommerce Holiday Email

Subject Line:  A  A Special Thank You <3 – Thanksgiving is a perfect time to say thank you, and thanking your customers is a smart thing to do. It pays off in the email when they explain (as only their brand could) that they are thanking you for “a year of inspiration, for moments of magic + days spent dreaming, for the freedom to shine…”

Relevance: A  The email clearly states a Happy Thanksgiving message and then continues with their special sales offering for the holidays.

Creative: A  The creative uses an animated gif to change the background of the message from a forest to a field. Both are completely on brand, very bohemian and free. They use their words to mention the holidays, so they don’t need to overdue it with tons of holiday-y icons crapping it up. They incorporate their social media icons at the bottom of the email to ensure engagement from their customers.

CTA: C  Find out when you’re store opens is not the best CTA. It may be important and can be included below, but they should include a strong CTA near the top of the email that says Shop now, Start Your Shopping, or something of that nature that brings people to their site ready to shop away. 

 

Who's on the Naughty List? 

 

1. Macy's 

Macy's Ecommerce Holiday Email

Subject Line:  A- Happy Thanksgiving! Shop Black Friday online now!  – This is a very straightforward subject line, but that’s actually a good thing. They are nicely sending good holiday wishes and telling you the sale is ready for you. It’s a little long, so maybe “Shop Black Friday now!” would have sufficed.

Relevance: B+ They are talking the holiday talk with the Thanksgiving Day Parade and their weekend sales.

Creative: C- There’s way too much going on and too many conflicting messages. If they wanted shopping to be the focus, the parade should have been in the recovery module, and not the first thing people see. Plus the subject line pays off with shopping, not the parade.  The web buster sections are odd because the top one doesn’t have any imagery, which is so important, but the bottom section has images but without categories to know what you’re looking at. They could have done a much better job combining the section. So “Women” could be a header with the diamond earrings or boots showing and “Home” could have been another header with the vacuum cleaner.

CTA: B They did a good job of including a CTA in each product box, but they don’t have a strong CTA above the fold. 

 

 

2. Joy Stride Rite

Subject Line: C  UGGS 20% OFF BLACK FRIDAY SALE LIMITED QUANTITIES  – Plain and simple, this subject line is too long.  “20% off Uggs- Limited Quantities” would have been better. Plus they don’t need to make the whole things capitalized because it looks like they are screaming at me. No one wants to be screamed at.

Relevance: C  Other than using the word Black Friday, there is no connection to the holidays or anything remotely festive.

Creative: D  This does not look like a professional email. They get the message across that Uggs are on sale, but their product imagery is not upscale and it doesn’t do a good job of showcasing the products in the best light possible. The second part of the email doesn’t even feel like it goes with the top part. Plus they have no links to a landing page or website. SIGH. 

CTA: F  Non existent. They are assuming that I’m going to see this deal and go running for the store. Bad assumption. I want to be able to take action on this awesome sale right away from the comfort of my own couch in my Snuggie with a Clearasil mask on my face.  

3. James Perse

James Perse Ecommerce Holiday Email

Subject Line:  B- The Online Holiday Sale Has Arrived! Up to 70% Off and Free Shipping  – Hate to be repetitive, but this is too long and trying to do too much. Free Shipping is table stakes now, so that can be removed. Good signal that it’s going to be about holiday though.

Relevance: B They use holiday sale wording in the email multiple times so the creative plays off the subject line. 

Creative: C Huh? It’s nice and simple, but how does that black and white picture of the ocean have anything to do with the holidays?   Sometimes its good to go against the grain, but when I received this email, it felt forced like that’s exactly what they were doing. No product imagery, and no holiday imagery… they can do better and they could definitely be more creative.

CTA: C- You can click on the holy water (hehe) image to be taken to their site, but they need a CTA button that says Shop Now or Buy Now or something, especially since the image is so simple, it would really stand out and encourage the customer to take the next step. 

 

Overall, each of the emails above had their strengths and their weaknesses. The goal for each company was essentially the same: cut through the holiday clutter and get their messages heard. Since the holidays aren’t over yet, the not-so-great emails can easily course correct by:

  •  Using a subject line that grabs attention in the email AND relates to the holiday sale/promo they’re pushing. Trying to include something witty in that messaging always helps too!
  •  Ensuring their creative is on brand, but also incorporates some of the holiday spirit we’re all experiencing right now. Using high end imagery that puts their product in the best light
  •  Using a clear call-to-action to make sure the reader knows what the next step is they're supposed to take 

Email Marketing: A Spring Holiday Retail Review

Let’s take a quick peek at how some email marketers in the retail sector are hoping to capitalize on the arrival of Spring and the approaching holiday weekend. Each email will be scored with an A-F grading system in 4 areas: Subject Line, Relevance, Creative, and Call-to-Action. 

 

1. Better Home & Gardens - 

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      o &nbsp;&nbsp;     Subject Line  –  B   Big News! You’ve Been Selected  is an ok subject line because it makes it seem like I’m special, and I get a special deal. What would have been even better is if they had used my name or told me more about the deal they are offering.    o &nbsp;&nbsp;     Relevance  –  A  It’s an exclusive Spring offer. The creative is Spring-y and sets the right mood after the Winter we just had on the East Coast.    o &nbsp;&nbsp;     Creative  – &nbsp; A  The Spring theme follow through and minimal copy works well. It shows the product and the offer clearly.    o &nbsp;&nbsp;     CTA  – &nbsp; A  It’s pretty apparent they want you to shop now with the large clear SHOP Now buttons above and below the fold.&nbsp; The green circle specifies “Limited Time Offer,” so you know you have to hurry because the offer may not be around when you get around to it!&nbsp;

o   Subject LineB Big News! You’ve Been Selected is an ok subject line because it makes it seem like I’m special, and I get a special deal. What would have been even better is if they had used my name or told me more about the deal they are offering.

o   RelevanceA It’s an exclusive Spring offer. The creative is Spring-y and sets the right mood after the Winter we just had on the East Coast.

o   Creative –  A The Spring theme follow through and minimal copy works well. It shows the product and the offer clearly.

o   CTA –  A It’s pretty apparent they want you to shop now with the large clear SHOP Now buttons above and below the fold.  The green circle specifies “Limited Time Offer,” so you know you have to hurry because the offer may not be around when you get around to it! 

 

2. Cole Haan Outlet - 

o &nbsp;&nbsp;&nbsp;  Subject Line &nbsp;–&nbsp; A &nbsp; Celebrate Spring with Savings: Enjoy 50% Off &nbsp;is a great subject line because it’s crystal clear. They are acknowledging Spring and telling you what the offer inside is going to be.  o &nbsp;&nbsp;&nbsp;  Relevance &nbsp;–&nbsp; A &nbsp;Once again a reference to Spring, so it works and the email pays off what the subject line lead in with.  o &nbsp;&nbsp;&nbsp;  Creative &nbsp;–&nbsp; C &nbsp;The offer is clear and the email is clean, but the picture could be a little more exciting and Spring-y. You can’t really tell what season they are promoting from the background picture.  o &nbsp;&nbsp;&nbsp;  CTA&nbsp; –&nbsp; F &nbsp;The CTA is non-existent. Not a good thing. There should be a clear SHOP NOW or SAVE NOW button. You can click through to their site by clicking on the email, but Cole Haan should lead the consumer to his or her next move. A strong, clear CTA increases the likelihood recipients will take the desired action.

o   Subject Line – A Celebrate Spring with Savings: Enjoy 50% Off is a great subject line because it’s crystal clear. They are acknowledging Spring and telling you what the offer inside is going to be.

o   Relevance – A Once again a reference to Spring, so it works and the email pays off what the subject line lead in with.

o   Creative – C The offer is clear and the email is clean, but the picture could be a little more exciting and Spring-y. You can’t really tell what season they are promoting from the background picture.

o   CTA – F The CTA is non-existent. Not a good thing. There should be a clear SHOP NOW or SAVE NOW button. You can click through to their site by clicking on the email, but Cole Haan should lead the consumer to his or her next move. A strong, clear CTA increases the likelihood recipients will take the desired action.

 


3. Pottery Barn Kids - 

o &nbsp;&nbsp;&nbsp;   Subject Line &nbsp;–&nbsp; A- &nbsp; Hello Spring! BIG savings are going on NOW! &nbsp;is a good subject line it’s timely and relevant and lets you know there’s a deal inside.  o &nbsp;&nbsp;&nbsp;  Relevance &nbsp;–&nbsp; A &nbsp;This email does a fantastic job of incorporating relevant messaging throughout. The copy at the top is geo-targeted to the Pottery Barn that’s closest to my house. It’s letting me know about events in my area, so I know this email was created for me. The creative is based around the upcoming holiday weekend, and the sale is called a Spring sale.  o &nbsp;&nbsp;&nbsp;  Creative &nbsp;–&nbsp; A &nbsp;The creative clearly shows what the offer is, and even incorporates the upcoming holiday into the Nav bar at the top. It shows a cute bunny which is on brand and related to the holiday, plus it has fun with the copy using “Hop to it”  o &nbsp;&nbsp;&nbsp;  CTA&nbsp; –&nbsp; B &nbsp;There are three CTAs depending on what action you want to take. It’s pretty clear which CTA takes you where, but it might have been better to get the recipient to the site and let them navigate from there.&nbsp;

o   Subject Line – A- Hello Spring! BIG savings are going on NOW! is a good subject line it’s timely and relevant and lets you know there’s a deal inside.

o   Relevance – A This email does a fantastic job of incorporating relevant messaging throughout. The copy at the top is geo-targeted to the Pottery Barn that’s closest to my house. It’s letting me know about events in my area, so I know this email was created for me. The creative is based around the upcoming holiday weekend, and the sale is called a Spring sale.

o   Creative – A The creative clearly shows what the offer is, and even incorporates the upcoming holiday into the Nav bar at the top. It shows a cute bunny which is on brand and related to the holiday, plus it has fun with the copy using “Hop to it”

o   CTA – B There are three CTAs depending on what action you want to take. It’s pretty clear which CTA takes you where, but it might have been better to get the recipient to the site and let them navigate from there. 

 

4. 1-800-Flowers.com- 

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      o &nbsp;&nbsp;     Subject Line  –  A-   Easter Friends &amp; Family Sale: 20% Off Sitewide  is a good subject line because it’s a sale that has a clear end date, which gives a sense of urgency. It also introduces you to their deal. You can use the code on other purchases, so using Spring may have been a better option than Easter.    o &nbsp;&nbsp;     Relevance  –  A  Once again a reference to the upcoming holiday weekend    o &nbsp;&nbsp;     Creative  –  A  The discount is very clear and reiterated from the subject line, but even better they are using a promo code to track which recipients are using their offers. This will allow them to follow recipients through their CRM to understand customer buying habits and figure out how to get them to purchase repeatedly. They are also reminding people about their loyalty program by mentioning the points program at the top of the email.    o &nbsp;&nbsp;     CTA  –  A-  The CTA is above the fold and very clear what to do next. The color could have been a little brighter and more festive like the rest of the email.

o   Subject LineA- Easter Friends & Family Sale: 20% Off Sitewide is a good subject line because it’s a sale that has a clear end date, which gives a sense of urgency. It also introduces you to their deal. You can use the code on other purchases, so using Spring may have been a better option than Easter.

o   RelevanceA Once again a reference to the upcoming holiday weekend

o   CreativeA The discount is very clear and reiterated from the subject line, but even better they are using a promo code to track which recipients are using their offers. This will allow them to follow recipients through their CRM to understand customer buying habits and figure out how to get them to purchase repeatedly. They are also reminding people about their loyalty program by mentioning the points program at the top of the email.

o   CTA A- The CTA is above the fold and very clear what to do next. The color could have been a little brighter and more festive like the rest of the email.

Overall each brand did a good job of capitalizing on the upcoming holiday weekend. Moving forward, it would behoove these companies to remember to use a relevant subject line, pay it off in the creative (the simple, imagery-driven, minimal text creative) and use a strong Call-to-Action to drive the clients to take desired actions.