Planning Your Email Campaign

Abercrombie is leveraging video within their email marketing messages. There most recent communication was different than the standard sales and marketing mesasges they typically send out.

Subject line for this message was: Have What It Takes To Be The Next A&F Model?

Body of Message:



Overall, I like the idea of the email communication. One because its different than their other messages, two because they are trying something new and three because they are asking their audience to interact. However they failed to follow through. The video never gave me a call to action. It was back to their standard marketing tactics, using good looking men and women to represent their brand. I was then redirected to a page on their website with a half naked man. Based on my preferences and previous emails I received from them, they know I'm a female so why wouldn't they direct me to the woman's fashion area of the site? Better yet, why didn't they redirect me to a landing page with the call to action from the video in regards to details on becoming the next A&F model? Lastly, why can't I watch the video again? I went back to my email to click through again to see if I had missed something but when I try to click through again I am just taken back to the half naked man.

Like I said, I like that A&F is trying something new, however planning an email marketing campaign is one of the most important parts prior to execution. The planning needs to be thought through before implementing to tee up a successful campaign.