Many email marketers miss the mark with design and go overboard with elements and promotional call-outs. With an abundance of companies fighting for subscriber inbox attention, It becomes increasingly important to get to the point and to have clean architecture.
On Fan 5th I received an email from the jewelry store; Blue Nile. The subject line read: It’s not too late for a Valentine’s Day Engagement. While this post isn’t concentrating on the subject line, I’ll note that I like this. It’s specific & timely.
I felt the architecture of the email though was top notch. Below are a few comments:
1. They have a simple and clean header navigation. The logo is displayed for recognition, the phone number is available, and 5 simple navigation choices. One thing I might change here is to put the phone number on the right side and have the nav start flush left. In some of my own tests, I’ve seen higher conversion (completed phone call) with the number right justified.
2. The main text header and copy is simple and specific. They are not trying to introduce multiple elements, and are staying consistent with the initial subject of this email. Plus they offer a discount which was expected (based on the subject line) — making it a bit ‘sweeter’ for the subscriber. Under promise and over deliver. If I were running this campaign, I likely would do an A/B test where one version was this email, and the other switched the main text with the large ring/ribbon image so the text is left justified. With many subscribers using the preview window in programs like MS Outlook, we usually want to get copy to the left so we make sure they read it.
3. Below the main copy and image, we have 3 funnels that pretty much repeat the navigation, but provide a clean way to narrow down my interests. We see ‘Build Your Own Ring (TM)’, ‘Diamonds’, and ‘Engagement Rings’. Clean, to the point, and a simple way to help get me where I want to go.
4. Finally, I like the footer line that reads: Free Fedex Shipping and 30-Day Returns. Yet another reason to go with this vendor for a big purchase. I may even want to incorporate this into the main email copy.
Very well executed.
