Lands’ End, 6/9 — Free Shipping + 20-50% off summer! Swim, shorts, polos and more
I really liked this checklist approach to listing departments. It feels less like it’s pressing for a sale. However, I was quickly disappointed when I tried to clickthrough to see their selection of water shoes. Instead of being taking to a landing page for water shoes, I was taken to a landing page that said my discount had been activated (nice to have that reassurance) and then dumped onto a landing page that included a mix of everything summer. When I click on a product category name or a product image in an email, I expect to be taken to that category or product. In this case, Lands’ End left it up to subscribers to scroll through it all to find what they wanted. Instead of making your subscribers work to find what they want from your email, do the work of creating intuitive links from your emails to landing pages that serve up the right information.
L.L. Bean, 6/9 — Save up to 50% at Our Largest Sale of the Season
With this email, L.L. Bean has added SWYN functionality. However, they just drop the Facebook and Twitter icons in without any explanation. The icons should really be prefaced with “Share:” at a minimum, and preferably something like “Share this email:”, “Share this email via:”, or “Share this email with your friends on:”.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Newegg, 6/9 — Dads & Grads Specials: $49.99 160GB ATA-6 Laptop HDD, $149.99 TomTom 4.3" GPS...
NFLshop, 6/9 — NFL Father's Day Shopping Guide + Guaranteed Delivery
Diamond.com, 6/9 — Father's Day Sale - Save Up to 71% Plus Free Shipping
RedEnvelope, 6/9 — Unique Gift Ideas for Dad and 25% Off
MLB, 6/9 — Save up to 20% and shop for Father's Day
Hallmark, 6/9 — Top E-Cards Picks: All-New Fun for Father's Day.
Dick’s Sporting Goods, 6/9 — Save 15% In Our Father's Day Collection!
TigerDirect, 6/9 — 100 Deals Under $100: LCDs, PCs, Cameras, GPS & More Great Gifts for Dad
Kmart, 6/9 — Up to 40% off Menswear and More Gifts for Dad on Sale
Harry & David, 6/9 — FREE Standard Delivery on sweet, FRESH gifts for Father's Day
Avon, 6/9 — Tighten, Smooth & Lift - In All the Right Places + FREE SHIPPING
Wal-Mart, 6/9 — What's New in Entertainment: Free Jonas Brothers Download
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6 comments:
I also liked the checklist Lands' End has been using on their emails. I wish they had used “real handwriting” on the checklist though. They went through the trouble of making the paper realistic, why not the finishing touch?
How much additional work do you think it would take for Lands' End to make the “discount activation” landing page match the theme of whatever email takes you to that page? I am tired of seeing that big blue box.
Good points, Scott. I was actually thinking that instead of a page dedicated solely to confirming the discount, wouldn't it be nice if that was a dynamic banner that appeared at the top of the landing page below the navigation? That would eliminate a click while still providing the reassurance of the discount confirmation.
I agree the nav on the side should have been just that navigation. It would be easy to have it go to the category and based on a query string param have a dynamic drop confirming discount come from the top and then disapeer.
Funny you mention this- Crate and Barrel did the same thing, advertised clearance pricing on select items but when you clicked on the "selected items" link they were nowhere to be found and I didn't really want to look for them all that hard. It was the first time one of their emails prompted a click-though for me.
I unsubscribed.
Natalie
PS- I'm going to tweet this and reference your page (with a DIRECT link to it)...I really like it. Thanks!
I completely agree with this statement - AND I have a question. I work for a direct sales company and each of our sales people have their own website managed by our company. A customer must go through the front page of the sale person's website in order for the sales person to automatically receive credit. We do send mass e-mails on behalf of our sales force and link to their home pages, but we encounter a similar problem to Lands' End. How would you suggest handling such a problem? Much thanks!
Tara,
As an alternative to linking to all the sales people's site, consider noting each subscriber's preferred sales person and just line to them. This would be similar to retailers who automatically include a link to each subscriber's preferred/nearest store.
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