As a resident email nerd here at SendGrid, I spend plenty of time sifting through (maybe even enjoying) our inbox. Unfortunately, not everyone shares my enthusiasm, and most recipients only spend a few seconds on each email… Seconds!
When you’re given just a few seconds of time, it needs to really pack a punch! That’s exactly what Of a Kind did with today’s Email Inspiration. Of a Kind is a website that focuses on featuring new fashion designers that inspire the creators Claire Mazur and Erica Cerulo. I’ll take you through their email from the top to the bottom starting with the highlights:
- Exciting Subject Line: If you’re not excited about what you’re offering, why would your recipient be? Plus the cliffhanger: “You’re Going to Want to Check This Out…” makes me (and hopefully other recipients) curious about what’s inside. Hello open rate!
- From Address: Who sent the email? The company did. It’s right there in the From field. I’m not confused or skeptical of who they are and it’s not a “no-reply.”
- Branding: Once I’ve opened the email, the look and feel matches the look and feel from Of a Kind’s website. There’s consistent branding with their logo in the top left and the verbiage/personality. They’ve created a great, consistent user experience!
- Image: A vibrant, eye-catching image that accompanies the message appeals to visual recipients.
- Message: Clearly communicates they have new inventory from a designer, and the text below the image states a clear use-case. Every lady has had that moment when they realize that wedding they RSVP’d to six months ago is quickly approaching and wonders “what am I going to wear?”
- CAN-SPAM Compliant: The CAN-SPAM legislation requires that senders include a clear unsubscribe link and physical address in their email, both of which are present in this example.
- Length: The more clear and concise you can be, the better. Try out the strategy of giving your recipients one clear CTA instead of confusing them with too many options!
As far as places for improvement my suggestion would be to add a bit more personalization. For example, including the recipient’s first name grabs their attention and personalizes the message. Also, though images can be a true asset in keeping recipients engaged in your content, you need to consider the text to image ratio. Too many images without enough supporting text can send a red flag to the ISPs (Internet Service Providers) that you may be spam.
Aside from those few minor things, hats off to Of a Kind. For more email inspiration check out our previous posts.