Email Design
Here are some examples of newsletters I’ve created featuring newest launches – This is just a single example of what product emails can look like! Whenever possible my preference was to show the product on our models and eventually started developing a style breaking down the features and specs of each watch. I found that this could be useful information and call-out for both new and experienced watch collector’s.
Design can be very important to an email.
A heavily designed email can rely more on the visual than the copy/writing to convey a message. Although these types of email styles are “shoppable” they are very eye-catching and can have a higher CTR with minimal content. “Want to find out more click here!”
However, with that said there are less click opportunities in this email than there would be in an email that shows an entire collection. Multiple sections and categories of what the company is offering. Each template was styled with a banner and pre-footer navigation to help resolve this issue which included mens and women’s collections, store locator, and warranty information. Which only 50% of those links were actual direct attribution to the emails success.
My personal preferred style that I gravitate to the most are informational emails. These I would use most commonly in automated flows (abandonments, post-purchases, non-purchased). I find this the best when a business has a lot to say, or want to convey and educate their customer. Watches can be pretty accessories that you only look down at for the time, or for a newbie or experienced collector they can both appreciate thorough information being handed to them on a potentially larger purchase. With informational based emails here you’re playing the long game. You’re building a trusting relationship with your customer who might be a less impulsive buyer, you’re providing them information at a steady pace allowing them to “think” things over.
Variety is important
I see too often small businesses getting too comfortable with their routine. The same template, the same design, the same information. This is a guaranteed way to unengage your customer; who once had enough interest in you to subscribe. Both of these styles of email co-existed however sent to many different customer based on demographic (gender and location), behavior, and shopping behavior. This helped break up the mundane and feel like you’re getting a variety of content from a brand you already trust or are interested in.