Today, we’re looking at an introduction email from the folks over at Smartwool. For anyone not familiar with the brand, they make one of the most comfortable, longest lasting socks I’ve ever worn. High quality socks with a price point that reflects the quality.
With that said, let’s take a look at how Smartwool introduces themselves via email:
Subject Line and Visible Text
Smartwool introduces themselves with a simple Subject Line that reads “Welcome to Smartwool!”. It is short, to the point, and pretty much what one would expect from an intro email. The Visible Text then states “Thank you for signing up for our emails. Enjoy free shipping on orders $75 or more. Always free returns.”. The visible text provides additional context to the subject line and immediately reinforces the company’s primary D2C offer (free shipping @ $75 and free returns).
Overall, this works well. My only complaint is that it doesn’t really show any personality at all. Given the fact that the company makes high end, outdoor performance socks, I would have liked to see an introduction that mirrored the personality they show in the body and on their site.
Email Body Content
The body of this email is very solid. The copy is a bit dry, but the images the company uses are extremely powerful. The imagery selection immediately shows the customer what types of products they can expect to find (socks for outdoor adventurers) and does so in a very compelling way. I was surprised that they didn’t include an image of skiing or snowboarding however, as that is the sport that the company is really known for (my first pair of Smartwool socks were snowboarding socks I bought 10+ years ago that I still own today).
Best of all with this intro email is the fact that the company doesn’t try and pack too much into a single email. They give you enough to get a basic idea about the company and future offers, but they leave plenty of meat on the bone for customers to discover through future emails and via browsing on their site.