What’s in my Inbox?- Everlane Email Review

On average I wake up to about 15 unread emails each day that consist of beauty tips, new product info, promotional sales, work emails, and of course spam. Competition is high within my inbox, with only a few emails that I actually wanted to open. Today I opened an email from a from a company, EVERLANE, that I’ve been following for quite some time, and have grown to really admire their brand and products. I receive emails from them about 3-4 times a week and usually open each one. You can say I am a dedicated customer to Everlane and will open their emails regardless of what is inside.

Their emails usually revolve around  new product information. Below is a recent email I received from them regarding a color way they dubbed “SAND”. I thought this was a clever way to promote their products, even though there was not a particularly new product they were promoting. Instead they developed a theme around a group of products and showcased them in a creative way. Although I appreciate their creativity and minimalist design, their emails could always improve for the better.

My suggestions:

•   I believe they could benefit by including a bit more written information in their emails, especially for customers that love to read into details
• Including a navigation bar at the top of the email would be very useful, especially being an e-commerce where they have many different products
• The “Shop Now” links both direct to the Sand collection, but what if I want quickly access a particular product in a different color? It would be beneficial to include information that these products also come in other colors.
• A short description of their SAND theme would add to increasing their brand image as to why they chose to put these items together and would help customers understand their reasoning and would fit perfectly to their “radically transparent” mission of the company

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Someday I would love to work for this company because their branding, values, products and marketing is very unique. They put alot of effort into building customer relationships and remaining consistent throughout their entire brand.

-The Marketing Mixologist

How a Single Email Could Lead to a Sale

We attend conventions on a monthly basis, and meet a lot of people who visit our booth. Therefore we decided to build our email list by simply putting out a sign up sheet at the front of our table during these events! The photo above depicts the email I sent out to new subscribers who signed up at Wonder Con this past March. We got a total of 68 new subscribers, and it was very important for us to send out an email as soon as possible in order to stay fresh in our customers heads. If you wait too long to send a simple Welcome or follow up email, they’ll completely forget about your brand and may unsubscribe. You want to catch them while they still have a good memory of visiting your booth and signing up.

The event took place Friday-Sunday, and I sent out an email the following Tuesday at around 10am. As I learned in my MKTG 455 class Tuesdays and Wednesdays are generally the top days to send emails, because it’s in the middle of the week and everyone is a productive mood. Also its a good idea to send an email towards the morning to noon. This is when most people check their emails.

Below you can see that we had a pretty good open and click rate, and the email even converted one subscriber to visit out website and make a sale! If we hadn’t reminded them of our products, they may not have made that purchase.

It takes alot of time inputing the emails of each signup but its worth it to send out an email as soon as possible!

– The Marketing Mixologist