Banana Republic Unveils Interesting Enticement Call To Action
The email below from Banana Republic landed in inboxes a couple days ago and has made the rounds as a point of discussion on numerous email marketing blogs…. I can’t help but put my two cents in.
It’s a very clever (almost too clever) method of compelling users to click through via the arrow on the right side of the email’s design. Once the user clicks, the landing page displays all seven wardrobes for the ‘Chino-Week’ promotion. But was the arrow too subtle for the average BR customer to notice and click?
From what Dylan at theemailwars uncovered was that it was a gender-specific email to boot.
What do you think? Was this call to action and email in general effective or not?
Posted by Bryan Quilty on Feb. 18, 2010
Comments
Anna,
Thats interesting that it was the first thing you noticed, and that you noticed it as a CTA and not a break in the design. The half-man definitely is a dead-give away on second glance.
Thanks for commenting.
Posted by Bryan Quilty on 02/24/2010 03:39 PM
I agree with you both. The design almost compels me to click on the arrow so as to complete the picture. Crafty layout that brethes life into many tired call to actions. Now where can I get that leather jacket on sale. LOL
Posted by Jeff Hopeck on 02/24/2010 11:02 PM
I agree with you both a compelling call to action. It seems almost intuitive to click the red arrow so as to slide the picture over and make it complete. Definitely causes the OCD in me fits looking at an incomplete picture.
Posted by Jeff Hopeck on 02/24/2010 11:09 PM
Yes, the 1/2 man works a treat for the visual scanners.
But I also liked their headline, “seven days a week.“
A part of me was looking for the missing slots right away… almost subconsciously.
Very effective CTA email.
Posted by Mark McClure on 03/03/2010 08:48 AM
I’m not of the gender this email was aimed at, but the arrow was actually one of the very first things I noticed. The email looks exactly like a website with a JavaScript function to slide to the right, and without re-thinking that it WAS an email, I figured it would do just that.
Plus, the ‘half-man’ next to the arrow should suggest to someone that may have missed the arrow on first glance that there is more to the right. I think it’s a no-brainer.
Posted by Anna on 02/19/2010 10:10 AM