In a previous post, I showed an ugly view of an email from Victoria’s Secret. In short, the high priced models and pretty imagery are never seen with subscribers (or email clients) that have images blocked by default. Some email marketers do a nice job dealing with blocked images, as we have pointed out with Williams-Sonoma. Others however completely drop the ball.
Victoria’s Secret unfortunately falls into this category, and this recent email I received is no exception. But I will pause on being redundant with those blunders and would like to point out a few elements that are going well for Victoria’s Secret.
Nice Elements from the Email Screen Grab Below
1. Overall Design: I like it. It’s clean, light, fairly minimalist without sacrificing anything with their brand image.
2. Navigation: Major points here. In a previous post I briefly discussed the benefits of having navigation in your emails. Better usability, more click throughs, and the ability to segment based on engagement are three key points.
3. Design Positioning: Notice that the main promo copy is oriented to the left. This is important for subscribers that are reading their emails in preview windows, where a lot is cut off on the right side. You want to make sure you get the key information to them while they quickly scanning. Hopefully you get an open or quick click, and not a quick-delete. Many make the mistake of putting the flashy imagery on the left where the message isn’t visible. [Note: of course put an email testing plan in place so you can see what works better for you. There may be some cases where the comments above don't perform as well. But more often than not...]
- Forest Bronzan
