I do love me a good pair of socks. Today’s email comes from the folks over at Stance, and man do they make some solid socks. Let’s take a look and see how Stance sets themselves apart from the rest of the sock brands.
Subject Line and Visible Text
I do like the subject line that Stance has decided to use. When you say “Welcome to the Unexpected” as your subject line, it makes a statement, especially when it comes to talking about a staple product like socks.
The company decided to forego the visible text here, which, in my opinion, is a mistake. Because they skipped it, the visible text gets auto-pulled from the email menu, which never looks great. Not using the visible text is almost always a bit of a missed opportunity.
Email Body Content
I really do love what Stance has done with the body content. The focus is all about brand identity here. They don’t feature any socks, as anyone receiving this email already knows they make socks. Instead, they focus on telling the reader more about who they are as a company.
The body features an overview of everything you need to know about the brand in 15 seconds (about the time to scan and scroll through the email). The partially obscured screenshot of James Harden is extremely effective, as a) I didn’t know he repped the brand, and b) it is a perfect way to tease a click to the video. The fact that they refer to their reps as “punks and poets” works perfectly with the brand here as well.
The only thing I would have liked to see would be some sort of offer, but I do get why they don’t include one. The email is all about pulling you in to the brand rather than selling. Like the brand itself, it is a bold move that makes quite a bit of sense (even though the D2C marketer in me really wants some sort of first purchase offer included).
Solid work from a company that clearly understands their brand identity.