Pushing the Envelope
I really like black and white photography. So, it should come as no surprise that I like the look of the black and white Abercrombie and Fitch email marketing messages.
The images are clean and generally promote one product. Yesterday’s message came with the subject line “It’s All About the Jeans.“ However, based on the creative, it’s about a little more than the jeans.
Pushing the envelope is nothing new for Abercrombie’s overall marketing strategy and they have had dipped their toes in the pool of edgy messaging. On April 12th, the following creative was sent with the subject line “Sexy Shorts at Abercrombie and Fitch.“
These messages are bold, and eye-catching. And while I don’t have a problem with the design, I’m not sure how I would feel about these messages landing in the inbox of my digitally connected niece, who will be 15 in two months. She is a big fan of Abercrombie and Fitch. Does she receive these messages?
Pushing the envelope with your email creative is a great way to generate buzz and awareness, but you want to be careful not to alienate your subscribers, customers and the parents of your younger subscribers, who have might have a say in purchasing decisions.
Posted by MindComet on Jul. 06, 2007
Comments
DJ,<BR><BR>Indeed these messages are “postcard” style - one image. <BR><BR>Abercrombie is also missing a request to whitelist (Add sending address to the address book to aid in deliverability). <BR><BR>If images are blocked, you see nothing but the message footer.
Posted by MindComet on 07/06/2007 05:04 PM
Maddy - <BR><BR>Do you think they: <BR><BR>A. Have confidence that customers will enable images due to solid brand name.<BR>B. Not know any better.<BR><BR>No alt text or text version either, right?<BR><BR>dj at bronto
Posted by DJ Waldow on 07/07/2007 07:48 AM
There is no alt text in the “All About the Jeans” message. <BR><BR>The message is also missing a link to view it in a browser window. <BR><BR>I’m not sure of the reasoning behind these missing best practices. <BR><BR>It could be a combination of relying on their solid brand name and not knowing any better.
Posted by MindComet on 07/09/2007 04:40 PM
Maddy - <BR><BR>Curious if these “pushing the envelope emails are sent as ONE BIG IMAGE….<BR><BR>Thanks.<BR><BR>DJ at Bronto <BR>(Email Marketers’ Club)
Posted by DJ Waldow on 07/06/2007 04:52 PM