MindComet

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.

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Posted by MindComet on Aug. 21, 2008

Should Abercrombie’s Click Through Be Highly Credited?

I used to subscribe to Abercrombie emails through my old email address (which I still can’t seem to part ways with even though I rarely check it…why is that?) and had forgotten about them for some time so I just resigned up to see what they are up to these days.  Seems like pretty much the same thing.  Pretty decent subject lines however today’s had a period at the end of it, not sure when we started to use periods in our subject lines but none the less the point of today’s post is that Im questioning whether they are putting a high level of credit towards their click through.  They send you an email with one image, typically a hot male or female body with the call to action to click through.  If you are interested in their clothes, well of course you’re going to click through or otherwise you wouldn’t know what was new.  Are they counting these click throughs as successful even though there’s really no other option than to click through?  Typically when I receive other retail emails, the call to action is usually some sort of discount or sale where Im more compelled to click through because I want to see what kind of deal I can get.  To just browse at new clothes, not sure that does it for me, but then again, maybe Im not their target audience.  What do you think, good or bad strategy in getting consumers to click through?

Just in case you were interested in todays hot bod .

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Posted by MindComet on Apr. 03, 2008