Fabric is one of the last great superclubs in London – putting on weekly events, selling music through their own label and providing a great series of cds and podcasts. Their weekly email newsletter is an oasis of best practice and intelligent marketing, in a desert of blast lists and cut and paste flyers.
The three column layout is interesting, and is something that works increasingly effectively as emails get wider (this weighs in at just under 800px wide). There’s a lot of social activity, allowing recipients to share individual events using Twitter or Facebook, as well as connect with Fabric’s presence on various networks. There’s good information hierarchy, as upcoming events get priority over ones further away. One of the drawbacks of a column based layout can be seen where one column is much longer than another, resulting in a few areas of dead space within the email – a tighter control of copy limits could limit this.
The immediacy and relative low cost of email marketing is well suited to this kind of industry, especially as the target market is very switched on to email. Here Fabric have set a high standard for event/night club email marketing – it’d be great if some of their competitors rose to the challenge..