E-commerce Link: Give It Some Juice

Philosophy’s emails are not cluttered. They include a snippet or introductory line in the pre-header of the email to support the subject line. In this example, the snippet is “philosophy friend, shop our shower gel collection and get one free when you buy two; plus, our mother’s day shop is on sale!” That’s a lot of information, but the offers are clearly stated.  

B-to-B marketer Action Bags capitalized on Mother’s Day with its subject line and offered readers valuable content in the form of a six-week plan available as a downloadable PDF. 

King Arthur Flour keeps email subscribers engaged with its e-newsletter by offering relevant baking content, such as recipes for sourdough bread and Caribbean rum cake.

5 ways to grab attention with response-boosting emails

It’s a challenge to make emails stand out in an increasingly crowded inbox. How do you separate your company from the crowd? Here are five tactics to improve your odds of success:

Create a Unique Design Template
Marketers must stand out from the clutter. If you think about all the emails you receive, there’s not a lot of differentiation. But there are ways to set yourself apart from the fold.

Let’s take a look at beauty product marketer philosophy. The company uses a general design that includes muted colors, allowing the product or product category featured to stand out. Philosophy’s design is crisp, neat and clear, making the email stand out in the inbox and setting the company apart from other marketers.

Philosophy also takes time to “design” subject lines that make its emails stand out. Every subject line is in lower case, which is a big differentiator and draws attention to Philosophy’s messages in the inbox. In this case, the subject line is an intriguing “one for me, two for you.”

Create a Personality
Outdoor outfitter Moosejaw wins the prize for establishing a strong personality. Its email copy is often quirky, but fun to read and very engaging. It makes me want to open and read every email that comes in from the company.

The personality starts with email signup on the Moosejaw site. After providing my email address, I was brought to a confirmation page with the headline: “We’re so glad you want to hear from us. This is the best day ever.” It went on to provide a 10 percent off promo code, as well as more tongue-in-cheek information including: “Our mean lawyer is making us add this info. Please don’t blame us, blame him. This offer is only good for in-stock, regularly priced items and excludes Canada Goose, GoPro, The North Face and Patagonia items.”

Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.
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