June 9, 2009 2 Comments
As part of most email or newsletter programs, there is a confirmation or activation email that is sent after you subscribe online. The next email you receive after that is the first newsletter from the company.
I subscribed to the J.Crew newsletter in mid-April and was shocked to see a Welcome email from them in my inbox the following day (see screens below).
Even though there is not much in this email, I like that it welcomes me to The Club. It’s a positive experience.
The other positive thing about J.Crew is that they don’t spam like other retailers. Since signing up to the program in mid-April, I have only received 16 emails – which is about one every few days (see emails received below). With Bluefly, I receive at least one a day pushing me to buy something.
There are a few common themes with the email details sent by J.Crew:
- Time: all emails are sent in the morning (or in the afternoon US time), usually between 3.30am – 7.00am. There was only one sent later, but majority are within that timeframe.
- Subject lines: there is no consistency in the treatment of subject lines – some are in CAPS, others are normal text, some promote sales, others promote products. The common element is that majority are reasonably short and aren’t consistent.
- Frequency: the first and last 10 days of the month are the most active. Within this period, there is an email sent every other day.
Stay tuned for some more J.Crew email learnings.
- How to encourage sales by email? Bluefly
- What else could Apple be doing in their emails?
- Overview of Apple’s email marketing
- What are the commen elements in Apple’s emails?
- Why does everyone love Apple’s emails?
- How many emails is too many? Qantas Frequent Flyer, Air NZ and Apple
- What questions to ask consumers to tailor email communications?
- What are email best practices?
- How to ensure subscribers see HTML emails?
- What & when retailers send emails? Tesco, Coles & ALDI
- Coles Supermarket – great email communications & templates