Email Thursday – How Leading Etailers Put the "E" in Email



Today, I will cover the topic, “How leading etailers put the ‘E’ back in Email”. Today’s presentation will cover three ways to revitalize your email campaigns with examples from leading etailers.

So you’ve been sending out emails for a while, and you seem to hit a wall. The Open Rate is constant, and the revenue generation is flatlining. How do you infuse a newfound sense of life back into your program?

Today, we will explore three “E’s” that help etailers perpetuate a sustainable email program.

Let’s take a look at three email examples to get some inspiration.

Your emails should be explicit – with clear offers and calls to action that are easy to understand.

This is an email from Old Navy. I was especially impressed with how much information was placed in a small piece of digital real estate.

In this email, there are a couple of primary elements:

  1. A salutation (with a reminder of why I am receiving this email)
  2. A discount offer that clearly stands out from the rest of the text
  3. The details of the primary $10 discount
  4. A secondary offer of free shipping over $50

Old Navy did a great job in outlining the typical shopper’s thought process and in 8 lines of text, the email addressed almost every conceivable question that a reader may have regarding the discount offer.

Keep in mind, simplicity is often a virtue. Old Navy could have easily crammed in a dozen photos of shirts, jeans, and socks into the email… And it would have looked like a jumbled mess! This clean presentation is very apt for this particular situation.

Now, my second “E” is somewhat subjective. When I talk about “engaging,” I am referring to the visual aesthetic, layout, and copy that you use to converse with your readers.

I selected an email from Boston-based clothier Johnny Cupcakes as an example of an engaging email.

In this case, the email has a nice balance between text and image. It’s an effective 1-2 punch. The photos lead the email recipient to read the copy and learn more about the product.

There are two key elements to note here:

  1. The email design, although simple, is highly reflective of the etailer’s branding.
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  3. he email features two prominent photos, with models who are within the etailer’s target demographics

In the email marketing world, it doesn’t hurt to be exclusive once in a while.

This is an invitation to a friends and family event at the Gap Granted, I am sure that everybody on their email list received this invite. But the wording in the invitation lends an air of exclusivity. According to the copy on the email, this offer is only extended to friends and family.

Granted, I don’t know anybody who works at the Gap. But that thought was superseded by the idea that the Gap considered me in their inner circle of customers, and that I was privy to a special offer that wasn’t extended to everybody on the street.