Must Subscribe: Crate & Barrel
This email knows who it’s talking to.
I visited a Crate & Barrel over the weekend and purchased a cocktail shaker for a friend for Christmas. Three days later, this wonderfully designed email dropped into my inbox, beckoning me to buy more. And what an email it is!
I’m not yet sure what it is about the email—whether it’s the cool blue color or the block formation of their products displayed—but I must have stared at it for a good three minutes (which is near-record time for me). It also may have something to do with the fact that this does NOT scream CHRISTMAS!!! at me, unlike the majority of the email landing in my inbox these days. I’m becoming numb to it all at this point.
This is undoubtedly a holiday-related email, but it has a sense of solidarity to it. It’s unique. It’s not leaning on any predictable holiday colors or icons like snow or trees. If anything, it’s more suitable for a New Years campaign than Christmas.
If you haven’t signed up to receive Crate & Barrel or CB2 emails, do yourself a favor and do so here and here, respectively. Their emails are always solid and classy and always offering good deals. And lets face it, they blow IKEA out of the water.
Posted by Bryan Quilty on Dec. 16, 2009
I wholeheartedly agree Bryan! It is intelligent email marketing at it’s finest. It follows the order of a proven formula of 1) clear message, 2) strong/desireable support imagery, 3) value/incentive, 4) convert. The touch I really like is when they specifically target personas ex: “The Entertainer, The Wine Lover, The Host”. I’m biased though too, because I’m a frequent customer. The database is filtered based on what C&B knows you like, reminds you why you like it, how much it is or any related specials associated with the products, doesn’t annoy you with cliche’ themes, and delivers a quality brand experience. Note, that they do no bombard you with additional distractions or irrelevant messaging.
If more brands took the time to practice clean, clear, precise targeted messaging, I have no doubt they would greatly increase conversions short term and brand loyalty long term. The key is less content, but more relevant to the consumer’s interest.
Posted by David Martin on 01/04/2010 03:53 PM