Email marketers have been known to pull a trick or two. Misleading subject lines, unreliable list purchases, and hidden unsubscribe buttons are a few of their most common ploys. However, email marketing can have a much sweeter side. Clever puns, valuable content, and effective uses of data can make email a delectable form of communication that subscribers actually enjoy consuming.
In honor of Halloween, I decided to highlight the tricks (weaknesses) and the treats (strengths) featured in the following four brand emails. So happy early Halloween—from my inbox to yours.
Williams-Sonoma
Subject line: The Best for Halloween Baking + Save Up to $130 on KitchenAid Stand Mixers—In Stores & Online
Treat: The content in this Williams-Sonoma Halloween email is absolutely delectable. When subscribers click on “Our Favorite Halloween Recipes,” they’re taken to a menu page on the gourmet cookware provider’s site. The best part? The retailer offers step-by-step instructions for how to make pumpkin pastries without plugging its own products. But if a customer is in need of some cookware, Williams-Sonoma has got it covered. The retailer listed images and prices for every tool that customers could need to whip up some festive fall flavors, such as mixers, cookie cutters, and decorating kits. Offering products that align with every baking step? That’s a recipe for success. And if customers want to go buy these products in-store, they can simply look at their local store details provided in the upper-right corner. Subscribers can even review upcoming store events to turn a shopping spree into a true culinary experience.
Trick: There’s no sugar-coating it. I think the subject line is a too long. And although Alex Lustberg, CMO of digital marketing solutions provider Lyris, previously told Direct Marketing News that shorter subject lines don’t always deliver better results, I believe that the retailer should have stopped after “The Best for Halloween Baking.” This shorter subject line accurately summarizes the contents of this email. Plus, the “Save Up to $130 on KitchenAid Stand Mixers—In Stores & Online” seems more like an afterthought. However, the retailer may have tested the subject lines and determined that the longer one performed better.
Also, I don’t think that Williams-Sonoma should have included the “20% Off Select Glassware and Bar Tools” bit in the email. Martini glasses and cocktails don’t fit with the overall baking theme. If the retailer wanted to include these glasses, perhaps it could have filled one of the cups with milk to give a nod to the classic milk and cookies pairing.
When creating emails, it’s important for marketers to be editors and know what to cut.
GroopDealz
Subject line: No Tricks Just Treats!
Treat: The subject line was my favorite part of this email. I also liked how the daily boutique deals provider carried the trick-or-treat theme into its messaging with the “Treat yourself to spooky Halloween deals” copy. Plus, the Pinterest-like grid made it easy to view the company’s selection right in the email and click through to the site.
Trick: There’s no denying that babies in Halloween costumes are adorable. But as a young twenty-something with no kids of her own, these little bundles of joy just don’t resonate with me. I’m much more interested in the home décor and clothing items that the company offers. So, I think a preference center would do wonders for this company. Asking subscribers for information like their interests and whether they have children could help GroopDealz segment its emails to make them more relevant. Sending separate emails for the brand’s fashion, home décor, jewelry, and kids clothing categories could also help cut back on the number of products featured in the email and, as a result, eliminate its current feeling of a never-ending scroll.
The Wisconsin Cheeseman
Subject line: You Won’t Carve These Pumpkins…You’ll Crave Them.
Treat: As my Twitter bio shows, I love cheese—in the form of both food and puns. So, when I saw an email that combined both worlds—and originated from my home state—I knew that it would have to make the list. I appreciate the simple word play that The Wisconsin Cheeseman created by switching the “a” and the “r” around in the subject line. I also like how the email provides deadlines that let me know when I need to order these mouthwatering morsels to receive them by Halloween.
Trick: A little more information would have made this email that much sweeter. For instance, including the price of the Spiced Pumpkins would have been helpful. I also find the “subscribe now” button at the bottom of the email to be unnecessary. Sure, this email could have been forwarded to me by a friend. However, if I received the email, there’s a good chance that it’s because I’m already a subscriber.
PetSmart
Subject line: Ahhh! It’s your last chance for great Halloween savings
Treat: Dogs in Halloween costumes—need I say more? Not only are the images of these four-legged fashionistas too cute for words, but they’re also dynamic (which my image unfortunately doesn’t show). I found myself waiting for the pictures to change so that I could see more precious pups. I even scrolled all the way to the bottom of the email to ensure that I saw every single festive Fido. The pet supplies retailer also made sure to feature a range of animals—including dogs, cats, and guinea pigs—to appease owners of creatures big and small.
But the images aren’t the only things that make this email so scrumptious. The “Last Chance” message at the top of the email generates a sense of urgency, and the offers throughout the email reinforce the brand’s message that there are multiple ways to save. I also appreciate that the company provides ways for me to save via my preferred channels. For instance, I can save an extra 15% by shopping online, or I can print out PetSmart’s local ads before heading over to my closest retail location, which I can find via the email’s “find a nearby salon” button.
Finally, the retailer has made its call-to-action clear with the orange and black “shop now” button in the center of the email—seriously, you cannot miss that thing.
Trick: However, this email contains a few pet peeves. For starters, I was disappointed to learn that I wasn’t whisked away to the exact costume that I clicked on in the email. Imagine how frustrated a cat owner would feel if she clicked on a picture of a cat wearing a princess hat and then discovered that she had to click all the way to the third page to find the one and only (not to mention entirely different) cat costume: a pair of wings.
Also, I found the subject line to be a bit much. Plus, it wasn’t true. I received two more emails after this one featuring the same creative—one even featured the exact same subject line. If you’re creating a sense of urgency, make sure that it’s genuine and save the tricks for Halloween.
