In Part 1, we summarized some key points from a recent Campaign Monitor blog: Where to position key messages in your email marketing campaigns to get them noticed and remembered. We applied this guidance to evaluate a handful of emails from mainstream marketers and then rewrote their subject lines and preheaders. This resulted in more concise messages that put the important stuff right where their readers would get it.
Here, in Part 2, we’ll take a look at the blog’s guidance on the email body, and use it to evaluate another handful of emails from top marketers. Let’s see how they make good (or not-so-good) use of this prime messaging “real estate.”
Blogger Aaron Beashel’s take on how to rock the email body is basic: “Put simply, you want to be positioning your key messages at the very top of your email campaign. Not only does this help get your messages noticed and remembered, but if your email is of considerable length it is likely the top of the email will be the only part that appears above the fold in the reader’s email client.”
Seems easy enough, but there are many emails that don’t follow this rule. This can cause a disconnect because what your audience expects to see isn’t there, or it’s different than their understanding based on your subject line. This immediate reaction is an enemy of credibility, because if readers are confused or annoyed, they’re going to delete your email and move on. Or worse, they may unsubscribe from your emails altogether. Give ’em what you said they were getting, at the top of the email, and you’ll keep your good name among the other marketers in their inbox.
Note that the screen shots below were taken above the fold to demonstrate how small the space is to make your mark.
1. Cartwheel by Target
Subject line: Redeem these new offers today!
Preheader: It’s like having your own custom sale.
Review: This is about as straightforward as it gets. Yes, this retailer could have used this opportunity to muddy the waters with other promotions or paid advertising. Instead, they just slapped the offers right there, in a format that’s clean and shoppable since everything is live for the clicking (or tapping). This email is a hardworking helper because it’s putting new deals right into consumers’ hands. And for readers familiar with Cartwheel, it’s a nice feature to have the newly offered promotions delivered right to your doorstep like this. Bravo!
2. Piperlime
Subject line: 4 fall trends you need to know right now
Preheader: As always, we have free shipping and free returns.
Review: Does. Not. Compute. I thought I’d be enjoying a “quick get” of the top 4 trends that I need to purchase, like, immediately. Instead, this looks like a featured designer’s take on “the new Piperlime,” whatever that is. I have to click again to see the content. Then, below that, there’s four handbag trends. Wait. Handbags? I thought this was apparel. Why didn’t they tell me it was handbags? Is that the “4 fall trends you need to know right now” or do I need to click on the part about the featured designer and she’ll tell me what four trends I need, like, yesterday? Oops. I’m bored. A little annoyed. A touch hungry. Aaaaaand *delete.*
P.S. We still love-love-love you Piperlime.
3. Carter’s
Subject line: Just extended! Exclusive Coupon!
Preheader: Get more save more now thru Monday!
Review: This is what I like to see. First, you offered me a coupon. Next, you give me a coupon. Finally, I shop with it. The end. It’s gratifying to find a nicely designed coupon front and center. This is how it should work. Your consumers opt in because they think they’ll be getting something of value from your business. You make sure they get the deals they want and need to continue the happy consumerism that is so precious to you. In all of our analysis, experimentation and creative problem-solving to figure out what email formats and designs are most effective, sometimes the simple path is the very best, i.e. “Here’s a coupon. Please use it.”
4. Gap
Subject line: THIS one’s a keeper.
Preheader: Plus, save at 3 great brands now. Online only.
Review: Ok, soooo, what’s “a keeper?” The email? The subject line seems disjointed from the above-the-fold content, which if it’s the key message, would be better framed by a subject line like “Banana Republic + Gap + Old Navy = Deals” or “Deals on our family of brands.” Turns out the “keeper” is a dress. But you have to scroll down to get the “get,” and once you get there, it’s still not a particularly cohesive, clear or compelling story. Not great.
5. Sole Society
Subject line: 40% off Bracelets, Earrings and Rings
Preheader: Ensure that you receive future messages by adding e.solesociety.com to your address book.
Review: I like this because it’s so simple and so much fun. Sole Society knows this is a nice big discount, so they’re going to let it sing from the mountaintops. Despite lackluster use of preheader space, I know exactly what this offer is right when it hits my inbox. My only edit would be to use the campaign name as the preheader, “the pretty little luxuries event.” Such a cutely named sale deserves a bit more of the spotlight.
When placing content in your email communications, one key rule will serve you well: put your key messages first and foremost. Regardless of the format, from the subject line to the email body, prioritize the most important thing you want your audience to know, and put it first (with your next most important message last as Serial Position Effect would suggest) and you’re already way ahead of many of your competitors.
Contact Filament today for emails that use Serial Position Effect to tickle consumer brains. You know, in a good way.
