11/30/2022 0 Comments Retailer mailings![]() I also like the fact that it highlights online perks like samples and the Jo Malone signature box – these are small but lovely features that are ideal for highlighting in a welcome email. With the prompt to ‘discover more’ as well as the promise of a welcome gift, it is sure to drive customers on-site. This welcome message is designed to make each consumer feel special, using the ‘world of Jo Malone’ premise to promote a sense of email exclusivity. Similarly, while the design is subtle, I can’t help thinking that it could do with a few eye-catching photos, though that might detract from the CTA. #Retailer mailings code#It’s still good – there’s a free delivery code included and prominent call-to-action to start shopping – however it lacks any real personalisation. Oasisĭespite the Oasis website offering a whole host of enjoyable features, its welcome email doesn’t quite reflect this. It’s interesting to note the very different designs chosen by Farfetch and West Elm. Lastly, I feel like the email could have done with an image or some sort of editorial content at the very least. For example, the brand could have also said ‘check out our offers’ rather than ‘you’ll now receive offers’ – a subtle change in tone but one that could make a big difference. I had high hopes for Farfetch’s welcome email, however it’s pretty lacklustre in both design and content.Ĭhoosing a ‘thank you’ message over a ‘welcome’ could mean users are less likely to browse there and then. ![]() It could be argued that West Elm tries to pack too much in, but welcome emails achieve high open rates so it’s worth testing which elements people are most receptive to. This, alongside a personal tone and promotion of its social media and London store, means it’s covering multiple bases in a single email. Not only does it showcase its various category ranges, but it also gives customers a special 10% discount just for signing up – a nice way to offer instant value and encourage a conversion. The welcome email from furniture retailer, West Elm, is strong on many fronts. That being said, it nicely highlights its USP – emphasising its delivery and return options and showcasing where customers can find the brand on social. However, it lets itself down a little by failing to offer any personal messaging or strong calls-to-action. Warehouse is another fashion retailer that opts for impactful imagery. Not only does this present an opportunity for Topshop to capture data, but it also gives an incentive for customers to click through to the site itself and (hopefully) have a bit of a browse. While there doesn’t seem to be anything personal about the email at first, there is a prompt for customers to enter in their birthday. ![]() Topshopįirst up, Topshop, which goes for an image-heavy hello. Here are 10 examples, with insight on what they’re doing right (or wrong). While I wrote a similar article last year, this time I will focus purely on the email content and incorporate non-fashion brands, too. ![]() With this in mind, I decided to take a look at how a few top retailers are faring on this front. ![]() Similarly, just 26% use customer names in a first email, while 11% personalise their interactions further. Despite this, however, only 51% of the UK’s top ecommerce brands are reportedly sending dedicated welcome emails. ![]()
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