When it comes to email, arguably the biggest challenge a marketer faces is simply coming up with things to talk about. Content is an insatiable monster, so finding creative ways to feed the beast in order to keep useful and interesting emails flowing is an absolute imperative. With that in mind, let’s look at one way that the folks over at Smartwool deal with this issue – The Monthly Drop:
One of the best ways to keep your list engaged (and to keep your emails fresh) is to have a consistent rollout of new products. This is not something every company can (or should) do, but in the case of Smartwool, it is very doable, as they have the designers and the tools on hand to constantly come up with new socks.
Subject Line and Visible Text
When it comes to doing a regular feature, you need to create a subject line that quickly informs your regular audience that you’re sending them the latest in the series. In the case of this email, Smartwool handles this smartly with a subject line that states: “Gobble up this Monthly Drop while you can”. They play on the Thanksgiving timing and theme of the item, they clearly state that they’re sending out the “Monthly Drop” email, and they create a sense of urgency with the subject line. The visible text is problematic, as they allowed the name of the header image to show up in the text, but they absolutely nailed the subject line.
Email Body Copy
The body copy and imagery for this email are excellent. Smartwool has provided two very clear and clean images to show you exactly what the pair of socks looks like while including the “Monthly Drop” stylized text to emphasize the nature of the product and the email offer.
In terms of the body copy, while it might be a little too heavy on the Thanksgiving puns, it works within the Smartwool brand. In addition, they close with the line “Get yours while supplies last”, once again reinforcing the urgency and limited nature of the offer.
Lastly, I wanted to touch on the length of the email, which is pretty much perfect. The main image displays clearly without requiring a scroll when looking at it on desktop, tablet, or mobile. This is not a product that needs a ton of copy, as the images really sell the item, so they limit the copy to under 50 words and let the visuals sell.