Humor — the Essential Element of Moosejaw’s Email
Think about all of the email you receive advertising a sale. It seems like it's always the same thing: a jarring subject line, some tantalizing preheader text, lots of big type, either a single image or many images in the body ... but not a trace of humor. An exception is Moosejaw Mountaineering, a Michigan-based retailer of outdoor clothing and gear. Humor is a major part of this company's branding and sales strategy across all channels, including email.
Here's a good, recent example. On Sunday, Aug. 24, the company emailed a promotion for its "Periodic Sale" on Fall items. The subject line is all by-the-book: "20% off Stuff for Fall: Jackets, Clothing, Sneaks and more."
When opened on any platform, though, the HTML is dominated by a block with a single graphic mimicking the periodic table of elements. In this case, the elements are individual Moosejaw product lines. A brief, italicized note at the bottom helpfully (sort of) explains: "My Mean Boss said we'd only have a sale like this periodically. I wasn't sure what that meant, so this is what you get."
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.