This December campaign leveraged several tactics that I recommend when working to diversify the messaging stream. In doing so, Stitch Fix positions themselves as an ally to the subscriber as well as an authority on fashion.
First, they use the subject line to encourage engagement by specifically noting how many holiday looks they are featuring. By assuring subscribers that the content is concise and digestible, they are more likely to drive impulse opens.
Next, they provide well merchandised creative that keeps things light by using plenty of white space. This can help slow down the skim speed and allows subscribers to browse at a more casual pace. They focus on the products and how to wear them, rather than pushing the sale. They bookend the “3 Festive Looks” section with calls to action to schedule a shipment, helping to drive clicks without applying pressure.
Finally, they use the footer space to promote gifting options and a seasonal giveaway to help incentivize purchasing.
Putting the Pressure On … Turning Subscribers Off
During the end of year revenue push, marketers are under a lot of pressure to deliver ROI. If you take a peek at your personal email account in December, it’s readily apparent that the pressure is manifested in the inbox. Email after email takes on an intense tone and the use of exclamation points and all caps hits an all-time high.
The holidays can be stressful, both for marketers and consumers. The last thing subscribers want is for a brand to guilt them into creating a perfect holiday or rushing into a purchase. This can put them off of that particular campaign and can even impact their perception of the brand.
Rather than adding to the stress and noise in the inbox, consider a strategy that positions the brand as an ally. Highlight ease, simplicity and convenience to help take the pressure down a notch and reduce subscriber hesitation. The following examples offer a friendly reprieve from the holiday blitz.
As a Senior Email Strategist with Return Path, Casey specializes in driving increased engagement and boosting deliverability. Casey has a healthy fixation with helping marketers realize the potential of their email programs by addressing human needs, building better relationships, and ultimately driving improved results for the business. Her nine years of experience and obsession with evolving the email space helped land her a spot on ExpertSender’s list of “25 Email Geeks to Help You Get Your Geek On.”