REI’s Email Announces Its New Off-Price Brand
Everyone loves bargain shopping, but sometimes, as this email argues, a major re-think grabs the customer’s attention.
Mailer Name: REI
Date Emailed: August 9, 2016
Outlets are a fixture of American retailing. Among other benefits, they offer people a chance to experience the brands they love but sometimes at a significant difference in pricing. For years, REI, the outdoor specialty retailer and consumer co-op ,had its own off-price division.
But that changed with this email’s subject line: “Introducing REI Garage.” The pre-text explains a bit more to customers: “Outlet is Out – REI Garage is Open.” When opened, the top of the HTML already shows the new brand logo. Below the navigation menu, the headline uses big type to promote: “A NEW WAY TO FIND A GREAT DEAL.” The only item picture is also large, a Marmot jacket.
A call-to-action button allows the customer to start shopping right away. Next, however, swiping down a bit reveals an incentive offer overlaid on the jacket. A customer can “explore the new site” and get a 20% discount on a single item.
Some shoppers may not be yet convinced to check out the new outlet site. So a set of blocks use simple pictographs and copy to explain how it can help them “find a great deal.” For example, two bumping fists illustrate how “Our co-op buyers team up with top brands.” “No outdated leftovers. No junk. No BS” says another, highlighting how the co-op curates certain brand names and styles.
In a crowded marketplace, you should explain how your product or service is different to customers who often shop based on price.