Telling a customer that a product is “new” may get their attention, but there’s an extra step that can work even better, as demonstrated in the subject line of en email from The North Face.
Mailer Name: The North Face
Date Emailed: February 28, 2016
Even with winter on the downslope, the activewear company wanted to promote apparel made with its new fleece. It could have chosen to announce that its material was “improved” and hoped that there was enough of a hook to get customers to click the email open and find out more.
Instead, the subject line read: “Our warm FuseForm™ fleece is more breathable than ever”. With a purely expressed benefit like that, who can resist?
Once opened, most of the top of the email is dominated by an image of world champion skier Angel Collinson, wearing a hoodie made of the new fleece. The tagline below repeats the benefit from before and layers on a few more. Again, these are benefits, how this fabric makes the wearer feel or perform better.
If that’s all a customer needs, they can begin shopping by clicking either of the buttons below, or on a clothing item in the row beneath that.
But there are always skeptics. And fabric and design geeks. And people with some spare time. So clicking on the graphic or the "explore FuseForm" link leads to a landing page with video on the innovative fleece, and of course, links to the lineup of hoodies and jackets.
With jam-packed inboxes and social media competing for the consumer’s attention, put an easily-understood benefit in the subject line, and use the body of the email to explain and show more.