Email Revamp
Inbox Overload
Like many consumers around the world, I myself have been bombarded with hundreds of notifications in the primary, promotions, and social inboxes of my email. Over the years I have made the habit to clear out my emails each day and over time I started to realize how certain emails from companies perform much better at getting my attention (and holding it) than others. It is important as a company to stand out among all the noise that customers face when they open their email inboxes through a great choice of subject lines and most importantly, an email worth looking at and engaging with. With these details in mind, this is what led to my curiosity in revamping the email of an eyewear company.
Are emails still useful?
Since the 1970s, the use and effectiveness of email has evolved significantly. For many companies, this has been a channel used to keep in touch with customers for various purposes. Some of those purposes include sale announcements, product drops, newsletters/blogs, and so much more. Another benefit of email is the ability to connect with customers outside of social media platforms, in-store interactions, and websites. Far too often have companies experienced the outage/closure of these channels which is why email is a great resource that every company should utilize to some extent as another resource for connecting with customers.
My Email Experience
The same eyewear company discussed in my A/B Testing (SMS/MMS focused) section also seems to have trouble in the email department as well. Since signing up to receive their emails, I cannot recall a time that I have come across an email that caught my attention and made me want to visit their website and shop. Recognizing this, I wanted to give their email approach a bit of a makeover while also keeping some of the elements they currently have. View my process below!
Pre-Revamp
Before getting started, I wanted to collect a set of emails that I found to have some of the qualities that I think the eyewear company could implement into their email strategy. These elements include a fusion of compelling visuals, call-to-actions, and copy. No matter the industry, topic, or niche a well designed email can create a world of a difference in addition to having the right email strategy. Take a look at some of the emails that caught my eye below!
Lush Cosmetics, Neiman Marcus, Gap, and Old Navy
Restoration Hardware, Farfetch, SKIMS, Juvia's Place, Jenni Kayne, and MARKET
Fleet Feet, QUAY, Lululemon, Florasis, and Brother Vellies
Each of the email layouts mentioned are very different but each does a great job of making me as a customer want to click and see more. Some common elements I noticed is that they all have a great use of white space, copy/font, imagery, CTA buttons, social media links, and most importantly each of them were a true reflection of the feel of the brand. Below you will be able to view 5 emails I have received from the eyewear company and my comments on what I believe can be improved for post-revamp!
Before transitioning into the Post-Revamp section, I would like to acknowledge that I had more good things to say about the eyewear company's email approach in comparison to bad things. In light of there being a lot of good, there is still room for improvement and this can help their emails go from good to great. The elements I enjoy the most about their emails is their "bestie" conversational approach and their way of creating a story within the mentioning of products. With these elements mentioned in combination with my revamp, I believe magic can be created!
Post-Revamp
The process of adding some life to the emails was very enjoyable. My goal was to take note of the words originally used and place them in ways that entices the customer to engage with the email. That engagement would cause them to scroll to see more with the help of visible CTA buttons, colorful imagery, and a consistent theme related to the original message created.
Things to consider + Key Take Aways
Email Marketing Platforms
There are so many options to choose from when deciding which EMP (or ESP if you refer to it as an Email Service Provider) you should use. You should take time to consider your goals, budget, and the capabilities of the platform. Some popular platforms are Constant Contact, Hubspot, and Salesforce. Be sure to do your research to find the best fit for your company!
Build Your Email List
Email marketing plays a critical role in customer acquisition and retention. Don't neglect opportunities to gather emails from those that are willing to provide it to you. Also be sure that what you are sending to inboxes is something of value to customers.
Don't Be Spammy
As stated before, customers are bombarded with hundreds of emails everyday. Steer away from sending purposeless emails as it can lead to your messages ending up in the trash before even having the chance to be opened.
Subject Lines Matter
In my personal experience, emails that make use of emojis, capital letters, and a thought provoking question/phrase always get me to open their email first before I open other emails in my inbox. Stand out in the midst of all the noise.
Make Use of Carousel
If you sell products, I highly recommend making use of the carousel option for emails. When customers are on their mobile email apps (cell phone + tablets) the email shows a preview of products mentioned before they open the email. This can definitely help with standing out from the crowd of emails as well!
Consider Your Audience and Your Offering
When considering the design of your email you want to really be sure that the emails are a reflection of your company. If you are more of a minimalistic company, a minimalist approach may make more sense. For those that are a bit more fun/louder, a brighter approach may be efficient. Don't be afraid to test and see what speaks more (or less) to your customers. What worked during pandemic may not be the best approach to have in current day.
