While the majority of my day is spent thinking about B2B, I am a consumer too. In addition to making purchases online from emails (doing my bit to support email!), I also make sure to sign up to every single newsletter and flyer that I come across in my online travels. I also always say yes during the purchase process if given an option to receive ongoing email communications. If you do email marketing, I think doing this can help you craft better designs, campaigns, subject lines and, in the end, results.

I’ve made purchases over the years from Firebox.com – I LOVE their service AND their newsletters. The company pitches them at just the right level; it feels like they know I’m not a techie geek girl, but that I do enjoy purchasing electronic gadgets.

What they do right

I receive the newsletter every month – and I have to say that I always open it, even if I’m not in a position to buy something (translation – broke). It keeps me up to date on the latest gadgetry, plus the descriptions are cheery and non-techie.

They give timely reassurances – In this current issue they make a point to tell the reader that the Royal Mail Strike will not affect orders. Plus, I like the 'reminder' at the top that Christmas is just eight weeks away. Yikes I better start thinking of gifts for OTHERS!

Have easy calls to action – this is SO important with retail. The lovely green button (and it’s a clear in plain text too) says 'Buy' and includes an icon of a shopping cart next to it. Couldn’t be simpler.

Designed using clear, sharp images that download quickly - Images are so important with these types of emails. Of course, the text makes sense without them (and that’s what you aim for), but I know the pictures will complete the shopping experience for me – so I set images always-on for this newsletter.

Interactive things – They run competitions, surveys and general non-purchase fun. This doesn’t compel me to make a purchase, however it makes me feel good about Firebox, because it doesn’t feel like it’s 'Hello, are you ready to buy?'.

Plus: Interesting – and fun – subject lines

As a marketer and keen observer of email arriving in my inbox, I like to keep all my emails. I went back and pulled a group of Firebox newsletters I’ve received. It’s clear they work hard at the subject lines. This is so essential – Firebox strive to be fun , silly and compelling you to have a peek inside! I like that.

Win-back campaigns with special offer incentives

I’ve written a detailed blog post about this one – it’s an excellent segmentation example. Based on this correctly targeted email to me, Firebox obviously did a campaign in which they segmented out those who have not made a purchase in a while. And then proceeded to give them an incentive to make a purchase.This is so smart!

I hope that you too are signing up to newsletters and flyers from a range of products and services so that you too can assess what you find works well (and doesn’t work) – and get some great ideas for your own campaigns.

denise cox
Newsletter Specialist
Newsweaver