As today is a holiday in USA, I thought featuring a Fourth of July email would be nice. The next email marketing design comes from Ralph Lauren, wishing its subscribers a happy Fourth of July:
The email is not offering any Ralph Lauren fashion, but instead promotes two books: The Star-Spangled Banner and The Hamptons by Ricky Lauren.
Also, the introductory photograph is a nice touch on the American holiday: it could be much worse with screaming offers and ads. Also note that the subject line was ‘Happy Fourth Of July From Ralph Lauren’, which returns in the pre-header top left of the email. Below the ‘Join our e-mail list’ (nice touch for when this email is forwarded to you!) was a lot more legal text, irrelevant to show in this example.
Compared to some other Fourth of July ‘standard’ deals, this is a subtle spin-off on the theme which is pretty cool.
I like Ralph Lauren’s emailings: one of my recent Emailzoo posts featured an example of their campaign. They are image heavy, but then again they have a product to sell: looks are important in this case. This makes it vulnerable too: what if the images don’t work? All you end up with is this:
Next you ask: why not click the online version? That’s a safe haven, isn’t it? Well no, the online version showed the exact same thing without images. They do have alt tags filled in so that helps a bit, but still all the magic is gone. Since this arrived only 4 days ago I don’t believe the images would have already been deleted. The search box top right did work though, so that’s a plus – even though the email client used here is GMail, so I’m not sure this would work everywhere. The bottom half contains the regular text concerning delivery/shipping info, your privacy and company info, so at least it’s not an all image disaster like the latest Atlantic Records mailing.
In the end this goes to show that everything and anything can and will break (hi Murphy), but it hurts hardest when your email designs are image heavy: a more balanced email with background color and font effects would have been less impacted than this one.
Ralph Lauren has very nicely designed emails, but they use the (pre) header text very well too. This time something very simple yet quite important has changed: their from address. In the screenshot below you can see how they put it in the top of the email loud and clear:
If they hadn’t done this, quite some people would start receiving mail from Ralph Lauren with images turned off, depending on the email client they use: this would heavily impact the screen result as the emails are images heavy. With this heads up Ralph Lauren takes care that people change / save the address, so everything will keep running smoothly. Making sure that every change in your email marketing is (preferably upfront) communicated well will definitely take out most of the preventable drops in your email campaign results.