Earlier today on Twitter, Chad White over at Retail Email Blog posted this great campaign that breaks the rules, but in doing so stands out from the crowd. The Brooks Brothers email features a huge stack of polo shirts, in every colour under the sun. Much like the water slide email we saw a few years ago, it’s very long and against the usual ‘best practice’, but in breaking the rules it communicates the breadth of the product range.
It also shows why we need to change our approach to “the fold” – instead of filling the top area with product details and buttons, there’s something that engages the user and entices them to scroll down, eventually finding the call to action buttons at the bottom.
We’ve featured Made.com‘s product mailings before, but more recently they’ve also started to send an occasional behind the scenes email. Part of their proposition is that you can order an item of furniture from a limited production run, and therefore the customers are perhaps more interested in this than they would be for more high-street brands. Nevertheless, it’s a quirky way for a retail company to lead with a message that isn’t a direct product sell.
UK food delivery service Ocado lead this product email with a strong, easy to understand offer. There’s also some individual product offers, but they’re lower down and less prominent – leaving the hero module to do all the talking. And how tasty does that fruit look?
Whilst there’s a lot of image text here, this Crate & Barrel mail is bright and has a clear content hierarchy. There’s also a nice animated gif, which cycles through different product shots in the hero area. The ‘view with images’ link is a nice touch for users with images disabled.