Today’s email comes from the folks over at Williams Sonoma. They’re launching a big cookware sale, so let’s take a look and see how they’re promoting it through email:
Subject Line and Visible Text
Let me start by saying I liked the content of the subject line that Williams Sonoma used for this email. What I didn’t like is the length. It reads “The Biggest Cookware Sale – Up to 50% Off + Your Code for 25% Off Inside!”. The offer is extremely compelling, but it subject line is not mobile friendly at all. Looking at it on mobile, it reads “The Biggest Cookware Sale – Up to 5…”. As a result, you miss two of the big subject line hooks when seeing it on mobile.
This is a huge problem that often gets overlooked. For mobile, your subject line is typically going to get truncated around 40 characters, so if the majority of your audience is opening via mobile (which is the case for most consumer based email marketing), you want to make sure you use those characters wisely. Here’s exactly how it looks on mobile (iPhone 10XR):
If you just drop the “The” at the start, you end up getting two of the three big points in the subject line for mobile (cookware sale and 50% off). Then, you might consider dropping the “25% Off Code” copy to the visible text instead of pimping brands there.
There’s really no perfect solution. You just have to test and know your audience to see what works best.
Email Body Copy
From a purely visual perspective, the body looks great. The images are very clean and are staged in a way that is in line with the storefront as well as being aspirational (something that is key for a store like Williams Sonoma).
That being said, the body is too long. The company spent way too much time promoting Staub, to the point that all the other offers and brands get lost. If the company is picking up marketing development funds from Staub (which is very possible), it would make sense to push the brand so hard, but if not, they’re doing a disservice to the email by putting so much emphasis on one brand over the other offers.
Ultimately, with both the subject line and the email body, this is an example of the downside of overstuffing.