Two Celebrations In One
Skechers sent out an email over the weekend with two calls to action - dads and grads. I’ve seen emails in the past where the brand tries to squeeze multiple calls to action in the email and it becomes irrelevant and over saturated with information. Skechers email was clean, to the point and nicely done. Here’s why the two in one email worked.
• The call to action was clear in regards to who the email was intended for and it helped that it rhymed “Dads and Grads” making it easy to remember
• Skechers advertised their product in a fun way by categorizing types of dads and grads with different types of shoes such as pairing the ‘hard working dad’ with hiking boots and durable shoes
• Although the top half of the email was focused on dads and therefore mens shoes only, Skechers was able to incorporate female shoes once they got to the grad section hitting both primary target audiences
• Skechers was also able to provide a variety of different shoes depending on the lifestyle therefore being able to show the reader a wide selection of their products
Although the email was well executed the one thing I thought was missing was a promotion or incentive to buy. Such as buy a pair for your grad, get 1/2 off on dad. In today’s troubled economy, consumers are looking for deals. According to Media Post’s Center for Media Research 40% of consumers use coupons more now than a year ago so give them something that entices them to buy two pairs of shoes outside of free standard shipping.
Posted by MindComet on May. 26, 2009