Ah, the storewide sale. As I have mentioned in previous posts, the storewide sale can be a significant challenge from an email production standpoint, as the temptation is always to jam as much best selling, on sale stuff into your email in order to entice curious customers.
Let’s take a look and see how the folks over at Untuckit run a storewide sale promotion:
Subject Line and Visible Text
For this email, the subject line is clear and to the point, stating “TODAY ONLY: 25% OFF EVERYTHING”. The subject line works simply because it is to the point. Unlike other brands, Untuckit is fairly button down, which has always surprised be given the casual nature of their products. They don’t really joke around with their brand and I have yet to see them use a pun or any play on words in any ad from the brand. The only thing I didn’t care for was the ALL CAPS. I have always felt that this particular strategy comes off as a bit desperate for attention. Given the fact that they also state that the sale is “today only”, the all caps seems unnecessary.
The visible text is extremely short and to the point, stating simply “Sitewide & Storewide”. While the company did leave some meat on the bone in terms of available characters, this strategy can work extremely well from a visual perspective.
Take a look at this snapshot of my Promotions Inbox this morning:
Despite the fact that Untuckit used only a fraction of their available characters, their email clearly stands out. A big reason for this is that they are the only ones in my Inbox that didn’t use every last character. The whitespace draws my eye to the email because it looks substantially different than the rest of the listed unopened emails. Now, you have to be a bit lucky to get placement like this, but when you consider the fact that the vast majority of promotional emails do not use this tactic (just looking at my inbox from the past several days, only 23% of emails I received did not use up all their characters), chances are pretty good that this will work more often than not.
Email Body Content
In terms of the body content, Untuckit gets is pretty much 100% right. Above the fold you get a very large “25% Off” image. As you scroll, Untuckit continues to keep it clean and clear. Instead of selecting individual products to feature, they just offer simple links to their main categories.
Sometimes when we create simple emails, our brains try to tell us that we’re not putting enough work into it and that we should add more content. Untuckit shows us exactly why restraint works.