Creative Cage Match: ModCloth vs. Zenni Optical
There’s a reason that pro-wrestling is so popular — and it’s not just the juicy drama and bespangled costumes. People love a good fight, and have for millennia, dating back to the gladiators of Rome and beyond.
So, once a month I’m going to select two marketers and toss them into a Creative Cage Match. I’ll be looking at everything ranging from email to direct mail, website to mobile site. It’ll be a mix of objective and subjective, and each time a marketer will walk out of the ring triumphantly.
Let's talk fashion and shopping, shall we?
Oh no, I don't mean brick-and-mortar shopping. As if! I mean online ... because when you're busy, who has time to go to from store to store when you can do it all from the comfort of your laptop and your favorite yoga pants?
In this corner we have ModCloth, an e-tailer that launched its site in 2002 and is headquartered in San Francisco. ModCloth specializes in vintage-inspired and indie clothing, shoes, accessories, and housewares, and was founded by high school sweethearts Susan Gregg Koger and Eric Koger in a college dorm room. I have some clothing from ModCloth, as well as a light-up ceramic squirrel. You know, the essentials.
Across the ring we have Zenni Optical, an online retailer for prescription glasses and sunglasses, which was founded in 2003 (originally as 19dollareyeglasses.com). Known around the Web as a great resource for purchasing stylish, inexpensive — but good quality — eyewear, Zenni packs a punch with prescription eyeglasses starting at $6.95 plus shipping. I've been a customer since at least 2008, and currently own two pairs of Zenni glasses and one pair of sunglasses. Why shouldn't my myopic astigmatism look good?
Email vs. Email: The Long Scroll
Today I'm going to look at emails that put the scroll bar to use (excuse the little gaps, I had to stitch these together!) ... and first up is Zenni Optical!
The subject line for this email is "Presenting the Zenni 10," which had me curious. Once you open the email, you can scroll through Zenni's top 10 picks (five for the ladies, five for the gents), each of them being instantly shoppable with a "Shop Now" call-to-action button.
I like that, even though I'm scrolling a bit, its not a taxing email to get through, and if I'm interested in checking out a particular pair of glasses, I just need to click a button! Simple, highly visual ... you can't really go wrong here.
Now lets shift from eye glasses to summer apparel.
The subject line is straightforward, "Summer essentials in the spotlight," and each portion of the email is clickable. Click on the t-shirt, you go to the graphic tee section; click on paint-spattered shoes, you go to the shoe section, fall in love with a pair of sea foam green wedge sandals, then find out they don't come in your size. Sigh.
Below the summer essentials, ModCloth reminds subscribers of the Memorial Day sale, with yet again, another fantastically playful image of lawn flamingos.
So is there a long-scroll winner? It's hard to say, because I think both Zenni Optical and ModCloth do a nice job of keeping the scrolling moving, but ModCloth piques my interest a bit more. For Zenni, I know that if I click on a particular pair of glasses, I'm going to go to that product page ... but for ModCloth, I'm going to go to a section page, full of sale items to explore.
And on hazy, humid summer days like this, I feel like exploring. ModCloth wins this Cage Match, by a nose.
Want to suggest some potential Creative Cage Match marketers, or do you just like snooping in my inbox? Either way, comment below, or email me directly at firstname.lastname@example.org!