Give Me Choices
While Becker Surf does a great job changing up email creative, this new look really helps me since they do not target by gender or by past shopping behaviors. (at least that I am aware of). But this clean new look focuses on their main call to action or promotion, but then below lets me select by gender what I want to drill into.
My lesson in the wars on email today is: If you cannot have a preference center with your database or email marketing platform (hey try eROI -shameless plug) then present choices. At least you don’t run the route that so many other consumer clothing vendors do of not showing me content that is relevant. Be relevant to everyone if you have to use the shotgun approach to email marketing.
Thanks to The Email Wars for this great article.