What Great E-Mails Do So Well …

This month, I thought I’d share some of my favorite e-mails and explain why they’re tops in my book. As you read them, think about how you might incorporate these tactics in your own e-mail programs.

Orvis and Customer Reviews
Many catalogers include customer product reviews on their sites. It’s a great way to take advantage of Web 2.0 by integrating customer content online. Plus, shoppers place great value on reviews in the shopping process — this user-generated content should increase sales.

If you have customer reviews on your site, make sure the members of your e-mail list are aware of this feature. Orvis called attention to its reviews in a recent e-mail with the subject line, “Rave reviews! See our latest 5-star customer favorites.”

Another thing I liked about this e-mail is it uses a variation of top 10 lists. Shoppers love to know the most popular items on a site. The copy under the main headline calls attention to the latest top eight most popular items.

Sephora and the Subtle Sell
As a consumer, I enjoy the variety of e-mails I receive from cosmetics company Sephora. The twice-weekly mailings employ a mix of hard-hitting product promotion and value-added content.

The subject line for one recent e-mail was, “Makeup artist must-haves. Their #1 faves!” That’s a strong subject line — everyone wants to know what the experts use. And it used a number in the subject line. Numbers fascinate readers and capture attention. Plus, they’re likely to increase open rates.

The main offer position features six tricks followed by a secondary panel with three additional tricks. Products are nicely displayed, and the minimal copy works well.

The bottom of the e-mail also ties the marketing message together: A special event at a Sephora store near me is featured. The copy included: “Score a beautiful new look from one of The Sephora Pro Beauty Team’s most talented and knowledgeable makeup artists. Sign up for a complimentary color consultation, get your beauty questions answered and experience beauty one-on-one.”