email marketing

Shop Wright Promo Email | Brand Experience Project

by Jamie Sanford on March 19, 2021

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I am definitely a bit of a Frank Lloyd Wright-ophile. I have visited a few of his most famous buildings, most recently having made the journey to Spring Green, Wisconsin, to see Taliesin, his personal home for many years. (Unrelated to this specific post—Frank had a bit of a scandalous existence, but also went through some unimaginable horrors. I really enjoyed the Ken Burns documentary about him, which clocks in at around two and a half hours.)

My interest in Frank Lloyd Wright has led to me being signed up for many different relevant mailing lists. One of them is the Frank Lloyd Wright e-commerce destination ShopWright.org.

I received an email from them recently and opened it to see what items were featured. Let’s get into it.

I have issues with a few things here.

  • I don’t like the names of the plates here. I would like to see the size name at the front, and then an actual measurement so that I can get a better idea of scale here in the email.
    • Small Ginkgo Leaves Plate, 4.25″
    • Large Ginkgo Leaves Plates, 8.75″
  • There is a lack of grammatical consistency, particularly with punctuation marks. There are variable amounts of spacing around dashes and an oddly-placed period after “origami chair.” Here’s how I would re-write these:
    • Barista 12-Hour Tree of Life Travel Mug
    • Limited-Edition Taliesin West Origami Chair
    • Ginkgo Leaves Napkin Rings, Set of 4

Right off the bat here, you can see a promo for “all face masks are 12.99” with a floating image of a mask, but it is behind the image of the mailbox? It’s possible that this is just an error with this email in Gmail, but something there is awry. Clicking the image of the mailbox takes you to the face mask page. Something isn’t right.

The mailbox is very lovely but I would prefer to see the “back in stock” messaging on the image instead of in the text. Additionally, the text is a different font and size than the other product names, and the mailbox listing doesn’t have a “buy now” button, which is inconsistent.

I also have similar issues with the product naming here. Here are my suggestions for these:

  • Beachy House Locking Steel Mailbox
  • Deluxe Patinated Copper and White Birdhouse
  • Floral Bird Feeder in Slate Blue
    • Although I struggle with the inclusion of the color here since a click through lets you see that this bird feeder is only available in that one color. (UPDATE: shopping later on this site led me to discover other color options, but they aren’t grouped onto one product page! That is something to be fixed as well.)

Finally, I discovered another issue here that bothered me – the images for these items don’t link to the item! I clicked the bird feeder and got this:

I am kind of obsessed with this feeder, but if I click the image, I want to go to the page where I can buy the item.

Let’s continue.

I have similar issues here with the product naming, so let’s get those fixes out of the way.

  • Pagoda Lantern Sandstone Outdoor Sculpture
  • Healing Gong Wind Chime
  • Midway Gardens Sandstone Sprite with Scepter, 64″
    • This last one is a bit long but since the Midway Gardens was such an important project for FLW, it seems appropriate to mention it in the name. Another version may also want to include the word “reproduction” in the product name in this email, but I’m leaving it out for the time being since it is clearly indicated on the product page this information links to.

The link to shop all outdoor accessories is a smart choice, given that the subject line of this email refers to spring and it is prime time to buy outdoor decor.

I make it down to the footer message about what my purchases support, and I see it as a missed opportunity for links. I see below that I can link directly to flwright.org, but a direct link to the “education and preservation programs” that I would be supporting might really engage me to want to justify buying more things.

All in all, this email did do the basic job of showing me some things that I might want to purchase to get my home into the spring spirit. The issues I ran across are easily fixable.

This post is about the email, so I won’t go further than that for now, but I also definitely noticed some issues within the actual shopwright.org e-commerce shop as well, but that is for another day.

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Click here for all posts in the Brand Experience Project.

It’s a weird time to be trying to sell things like food. However, I appreciate this content from the Wendy’s team, for a day in April where you could get a free 4-piece chicken nuggets in the drive through.

“Group nug” is a winner and more importantly, mid-late April was a time where I’m sure that fast food retailers were all doing their best to improve sales at drive-through windows while also making customers feel safe and comfortable.

Also, the humor of “doing your own hairstyling and your own teaching and your own literally everything else” is relatable and also covers almost every possible version of the lockdown experience.

They should give 100 nuggets to anyone having to be their kids’ teacher though. đŸ™‚

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Click here for all posts in the Brand Experience Project.

Sometimes, I see things that I would like to blog about, and then I take a screenshot and forget about it.

I recently found a bunch of those things, and so if I post those, I’m going to label them as throwbacks and go with it.

I have actually nothing to complain about with this one, it was just an example of email content that I really enjoyed! (This was long before the internet canceled Too Faced.)

Back in 2018, Too Faced collaborated with YouTube queen Kandee Johnson on a makeup collection that was available exclusively at Ulta.

This email came to me from Ulta, and I was blown away by how good this content is! The team at Too Faced (and perhaps also Ulta, as the exclusive partner) really put a lot of thought and effort into this. One of my biggest issues with almost any makeup product that is released onto the market in our current times is that the brands don’t provide enough of their own content on how to use that product. If you are introducing an eyeshadow palette with 20 shades in it, I want access to at least 4 tutorials on how to create different looks with those 20 colors.

I digress. This email has it all – product images, beauty shots of Kandee, color swatches, tips from Kandee about the products, and links to video content as well! I wish I remembered more about how this collection performed, because I hope that this level of support for a product launch was rewarded with success in sales.

I’m inserting a lot of this email down below so that I can share it in all of its glory.

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Tory Burch New Year Email | Brand Experience Project

by Jamie Sanford on January 16, 2019

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In follow-up to my previous post about the Year in Review email from Lyft, I’m back now with a Tory Burch email to wish me a happy new year. Unlike the Lyft email, this is not personalized to me, but still feels like a personal note from the founder and namesake, Tory Burch.

The only issue I take with this messaging is that it is extremely top-line and vague. I would almost prefer more information in this email with some links to more information about their philanthropic projects, as I’m sure they’ve created content around those efforts. I do really like the message of “here’s to a year of travel, color, and giving back,” as it feels extremely on-brand for Tory Burch, in aesthetic and company reputation.

I’m including the whole email below, but everything under the happy new year message is fairly standard e-commerce email content. I do feel that it takes away from the overall message of the email to include such basic content after such a specific message at the top. Ultimately, I would have preferred that this email be paired with more content about the Tory Burch Foundation, and for them to have left the shopping links for next time.

Take a look at this Tory Burch email below.

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Lyft Year in Review Email | Brand Experience Project

by Jamie Sanford on January 10, 2019

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It may be too late to say “happy new year,” but it is not too late to talk about new year content.

Today I wanted to share the email I received from Lyft, with a recap of my use of their service in 2018. I’ve seen these from a number of brands, but the content of this one really struck the perfect balance of personalized information about my own use of this service and company information. Included here is information on how to better use Lyft, what Lyft is up to in terms of their philanthropic efforts, where Lyft service is available, interspersed with specific information about my stats for 2018.

I don’t get a lot of emails from Lyft that aren’t related to specific usage of their service, but I opened this one as it totally played into me wanting to know more about me. The personalization of this email was super effective at pulling me in, and in the meantime, taught me a bit more about Lyft as a company.

What I do notice and appreciate is that nothing here is about money spent on this service. Why bring you down with a reminder of how much money you spent? December is generally a spendy month for many people, so a reminder about having spent $X over the course of the year on rides isn’t going to help anyone. Good move on Lyft’s part.

I would like to see other companies create this kind of recap of my own activity with their service or store. I am slightly concerned that for some customers, it would backfire into letting them know that they might be shopping a bit too much, or taking Lyfts a bit too much, but the avoidance of including dollar amounts is a key point.

Scroll down to take a look.



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