I’ve always had a hard time finding dress shirts that I really like to wear. Maybe it’s the cut, or the fabric, or the colors and patterns, or some combination of all of these, that takes me so long to get right. So I was intrigued when I saw a magazine ad for shirts made by Ledbury, a six-year-old startup based in Richmond, Va. It’s a carefully crafted lifestyle brand, like London meets the Continent meets the South. I signed up for the company’s email program, and every few days a new message arrives, usually promoting sales, seasonal wear or even some content in the form of a newsletter.
Now, a lot of companies sell shirts, but Ledbury's focus on fit is its unique selling proposition. For customers, it reduces the risks of buying online, while enhancing Ledbury’s brand. Please see the slideshow below for a quick look at how Ledbury stands out, beginning with its email.
Paul Bobnak is the research/content director for Direct Marketing IQ. He's also the archivist at Who's Mailing What!, which houses the most complete, searchable and fully online library of direct mail and email in the world. Paul can be reached at email@example.com.