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.
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.
Amazon UK are taking an interesting approach introducing a Black Friday campaign to the UK market this year – Traditionally the UK has never really had such an event, perhaps an equivalent is the January sales. It’ll be interesting to see how successful it is for them, and if indeed the concept of ‘Black Friday’ is successful as a sales driver with the British public.
Trade tool and hardware supplier Screwfix have a cheeky offer in their latest email – I’m not sure if this is intentional or not, but it’d definitely boost open rates!
Elsewhere there’s lots of good stuff going on – they’ve got an effective email pre-header, a well formed navigation and buttons that drive to their social media activity.
Update – it was intentional, good work guys!