Championship-Winning Email Creative

Last week, in my best attempt to be timely and sporty, we saw the Email Creative Final Four play out in a blaze of March Madness-like glory. Herb Brooks united his squad against the heavily favored Soviet team, and as the U.S. squad tried to overcome insurmountable odds and win ... oh wait. That's the plot to the 2004 hockey drama, "Miracle," starring Kurt Russell. Ahem. Sports. So, with last week delivering Birchbox and Lindy Bop into the final arena for the championship match, let's review our bracket: In the Final Four, both Birchbox and Lindy Box cleaned house against their opponents, earning 11 and 9 points respectively. And as a quick reminder, there are five areas to score points, and scores are as follows: 0 points: Dude you missed! 2 points: Nice shot! 3 points: You're totally going pro! Championship Game: Personal Beauty Products vs. Retro Apparel Birchbox is a strong player in the inbox, sending messages that range from subscriber news — box customizations, box shipments, product review reminders — to promotional emails. I personally receive emails almost every other day, if not daily. This email was sent March 28 with the subject line, "Shop Your Samples, Get Perks," which is simple but effective, especially in the eyes of a Birchbox subscriber. The preheader echos the subject line, reading, "Stock up on your favorite samples today." Okay, maybe this could have been a little more creative, but at least the preheader is in use. As usual with most Birchbox communications, the design and copy are bold and to the point. "Tried it and loved it?" the email asks. Well now subscribers can get free shipping on any full-size product they've previously sampled. And to make things relevant (and personalized), the email shows me six of my most recent samples, as well as the call-to-action button "Shop Your Samples." Could Birchbox have made it any easier? Doubtful. Birchbox's Points Subject line: 2 Preheader text: 2 Copy: 2 Call to action: 2 Overall design: 3 Total: 11 points Lindy Bop, who I have professed great adoration for their dresses, may not be in my inbox as often as Birchbox, but their subject lines and sales always get my attention. This email was sent on March 24, and is a little different than the usual Lindy Bop email. The subject line is "Great news for US customers," and if you don't think that's intriguing, then what is? (Quick note: Lindy Bop is based in the UK). The message lets the subscriber know that as of mid-March, US Customs increased the duty threshold on all exports into the US from $200 to $800. This means Lindy Bop customers can shop til they drop more than usual and avoid paying the extra import tax. The email offers a totally shoppable example, which is also smart business. It's saddening to see, however, that the e-tailer skipped a well-written preheader, and instead serves up the same old "Can't see this email?" Sigh. But back onto a positive note, I love the main image used, as well as the notification at the end about the #SpringintoLB Instagram competition. Lindy Bop's Points Subject line: 3 Preheader text: 0 Copy: 2 Call to action: 2 Overall design: 3 Total: 10 points Oh wow! Birchbox wins, squeaking past with one extra point, 11-10 vs. Lindy Bop. Both competitors clearly bring their email creative A-game, but in the end, Lindy Bop's amateur-at-best preheader cost it the championship. Something we can all learn from. Check back in mid-late April as I go back to my regularly scheduled monthly Creative Cage Matches. Until then!

Creative Advertising

Championship-Winning Email Creative

Melissa Ward

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Melissa Ward