For some time now Google have been doing their best to shake up the email experience. They’ve introduced tabs, schema, priority inbox, promotions view and most recently Inbox to name but a few features. In fact over the last couple of years it feels like Google have been doing more than anyone else to progress email.
This email has just taken email creativity to a new level, so much so that members of the team and email community are still in a state of ‘Why didn’t I think of that?’.
The concept is based on the idea that their customers are most likely sitting at their desk but can’t browse the site as their boss may be watching them. They are offered the option of viewing a spreadsheet or ‘I don’t do spreadsheets’ which goes to the homepage.
Take a look at the campaign from Bonobos which landed in our inbox yesterday.
This week we investigated how 50 of the best online boutique retailers make the most of their online newsletter sign-up. We’re interested to see how the smaller boutique fashion brands generate organic leads online. Over 96% had a newsletter sign-up, around half of which had the sign-up box prominent on the home page with either a pop-up or the sign-up box above the fold.
Every now and again email campaigns may get deployed to the wrong segment, with a spelling mistake or the odd price error – but not all ‘mistakes’ are as genuine as they might plead…
The fact that emails with ‘oops’ or ‘sorry’ in the subject line generally have increased open rates (ours increased by 10% when we faked a test subject line), it makes sense that marketers would try their luck by invoking curiosity in subscribers. So how do you go about telling a real ‘oops’ from a complete load of poop?