CB2 Gets It
CB2, the little sister of Crate and Barrel, does a fantastic job with their email marketing campaign. I actually think, this lower priced sibling’s messages look cleaner and are more visually engaging than the messages I receive from Crate and Barrel.
The CB2 messages have a tongue and cheek feel about them. From the subject line (Today’s message: “dishing out summer” and the image has several plates on a diving board. Very cute and very clean. The image feels like summer.
This is a classic example of Subject Line directly relating to the message copy. “priced in the shallow end .95 – 14.95” Although I wouldn’t have a diving board in the shallow end.
CB2 is ahead of the curve with a Mobile program, noted at the bottom of their message. I haven’t signed up for that yet, but with the possibility of winning that incredibly adorable chair for doing so, I just might.
The tongue and cheek feel continues on to the request to subscribe: “Did someone forward you this message? Skip the grapevine. Opt in to receive CB2 email. Click here and hear it first.“ The difference between Crate and Barrel and CB2 is that Crate and Barrel messages contain a Forward to Friend option, while the CB2 messages do not. I find it curious that CB2 asks people who received the message from a forward to opt-in, but doesn’t give subscribers a way to forward the message on without using their mail client. Maybe it’s an oversight…
The footer also contains a request to whitelist, an unsubscribe link, a link to the privacy policy and the physical address.
If this message had that missing Forward –to-a-Friend Functionality it might quite possibly be the perfect email marketing message. Other retailers could learn a lot from CB2.
Posted by MindComet on May. 21, 2007
Comments
If only all email short forms were this good looking. People would make a whole lot more money if they knew how to make campaigns properly.<BR><BR>Great blog btw, I will definitely be watching it.
Posted by Dahlia on 05/29/2007 12:04 PM
I liked their email so much that I actually bought something through it for my mother for Christmas. The simplistic style always catches my eye. Anthropologie has interesting emails in the same way.
Posted by Keith Miller on 05/23/2007 03:31 PM