Sunday, September 5, 2010

Email newsletter sign-ups: How fashion brands welcome new customers

By signing up, consumers are actively showing gratitude for a brand name, in addition to an interest to hear more in future.

As a result - and as our Email Marketing Census highlights - nearly three-quarters of business now rate e-mail marketing as delivering an exceptional ROI.

Are merchants actually utilizing emails to exceptional impact?

From data record to stating hey there, here s a take a look at the email sign-up process provided by a variety of online merchants.

Let s start with the very best of the lot.


Long sign-up kinds can be off-putting, specifically when it extends to birthday or category choices.

In spite of Gap s longer-than-average kind, signing up turns out to be worth the effort.

With an outstanding 20% discount for brand-new customers, Gap provides among the most charitable welcomes around.

By not giving away the offer before the client register, yet making it the surprise focal point of the e-mail, it shows how a brand name can record customer commitment from the outset.

Actively promoting the 20% discount rate may enhance sign ups, however it might likewise simply draw in one-time bargain hunters.


Unlike Gap, ASOS simply can’t resist promoting its reward of a 15% discount.

An in advance technique that fits a similarly in-your-face brand name, ASOS is all about cool design and clever copywriting.

With lively language like No likey no issue the emails speak to a clear market.

Despite this potentially polarizing intonation, anyone accepting receive a fash-tastic newsletter undoubtedly knows exactly what they’re registering for.


Calling anything a club makes it appear far more exclusive than it in fact is.

By playing up to this angle as well as including an added incentive of a 250 reward, Joy s e-mail register is among the most appealing examples.

So is its welcome e-mail.

Showcasing 4 reasons to love belonging to the Joy club (using a rather expensive flashing design), the e-mail combines pleasing graphics with concise, easy-to-read copy.

A happy experience all round.


The welcome e-mail is not always about providing money off.

With two-fifths of companies now indicating that material personalization is part of their e-mail method, a more custom experience is showing to be simply as efficient.

With a slick magazine-style format, Reiss s welcome e-mail is tailored around reasons to love the brand.

From wishlists to personal shopping, it s everything about assisting the customer find exactly what it is they want.

The beautiful woman helps too, obviously.


A seller that’s better understood for homeware rather than fashion Anthropologie is rather cheeky when it concerns getting new customer sign-ups in the bag.

A tiny call-to-action at the bottom of the screen results in this attracting pop-up.

After you have actually entered your address, a welcome email will arrive in your inbox, total with a subject line guaranteeing the start of something lovely.

Sounds wonderful so far. But here’s where it gets a little odd.

In spite of the fact that you’ve currently distributed your email, it again triggers you to sign up now in order to delight in totally free shipment and returns.

Wait exactly what? I believed I currently did?

Oh, but I didn’t provide you ALL my information. I see exactly what you did there.

Well played.


When you’re utilized to receiving bright, image-heavy brand name e-mails, receiving a text-only welcome feels a little unusual.

Like, are we in 2005 or something?

A fairly kooky brand, Monki plays it similarly cool when it concerns emails subscribers.

With a basic black and while register kind, and a likewise boring welcome email, the brand name has plainly chosen a minimalistic design.

Either way, I guess it’s tough to say with 10% off.

River Island

Unlike Monki, River Island has a high street existence that’s difficult to disregard. Much like its site, it has plenty of the upper class wearing beautifully bright and catwalk-inspired clothes.

Its emails on the other hand are a little baffled.

With a text-only hello there and simply a vague promise of special promotions and early previews - the initial 'welcome' e-mail seems oddly at probabilities with a brand name that has an otherwise vibrant existence on social media.

As it turns out, this is just the sign-up verification.

However it's still a little hard to obtain excited about the genuine one when it arrives days later.


Typically a reliable shopping experience, you'd expect more from Zara.

Yet, not just is this email another boring example of a text-only design template, however it likewise sends out a link needing confirmation of the membership in advance.

Not that there’s anything majorly incorrect with brands taking this step but considering the extra effort needed, the uncreative welcome hardly seems a fair benefit.

In conclusion:

From this little option, we can obviously see how some brands are cannot use welcome e-mails.

Monki and Zara show just how uninspiring an inadequately created email can be.

On the other hand, the similarity Joy and ASOS reveal that it’s not rocket science either.

Eventually, brands have to understand that getting someone to register is not the end of the story. It’s only simply the start.

A constant tone of voice, slick design, and curate material are all ways of keeping the client interested long term.

That and a little money off never harms.

Tuesday, August 31, 2010

Friday, August 20, 2010

Tuesday, August 10, 2010

Saturday, July 31, 2010