In the past, I’ve talked about spamtastic attempts at launching new brands. Lately there has been a spate of new brand launches in my inbox, so it seemed only natural that I write a follow up with some helpful advice for anyone out there who is on the verge of doing the same. Let’s look at one example and see what they did right, and what they could have improved:
JCrew.com’s New crewcuts Children’s Clothing Line
From: crewcuts (jcrew@e.jcrew.com)
Subject: introducing our first ever crewcuts catalog + free shipping
What doesn’t work about this:
- The From Name – “crewcuts.” I didn’t recognize it and nearly marked as spam.
- Typical of J.Crew emails, they used one large image that is completely lost without images enabled. The only visible text is the preheader, links to online and mobile versions, a useless alt tag of “JCrew.com” and the offer’s fine print.
- I always like to see a preheader, however, it is just a repeat of the subject line, so it doesn’t provide any added value to the unfamiliar reader.
- The unsubscribe page takes you to a page where if you continue, you will be opted out of ALL J.Crew messages. I don’t have kids, but I still want regular J. Crew emails, so am I going to be forced to receive every crewcuts promo in the future? (Answer: so far, yes, I’ve gotten one every week since this launch.)
What does work:
- The subject line. I didn’t know what crewcuts was, but I was intrigued enough to open. A new product line and free shipping is a good way to grab attention.
- The link to mobile version is a nice touch.
- The design itself once images are enabled is clean, appealing and the kid is cute, I have to give them that. Lisa at Smith-Harmon agrees (Be sure to check out the comments too for some great banter).
So, what have we learned?
Lesson 1
First and foremost, respect your subscribers. You worked hard to build up your lists, why risk eroding those lists for the sake of trying to drum up sales for a new venture? Ask them to sign up for your new brand’s offers and give them an easy way to opt-out if they are not interested, without removing themselves from your original brand’s list.
Lesson 2
In conjunction with this, use your own From Name and make your messaging clear (in the subject and in the body) that this is your company’s new site, and you are inviting customers to check it out. Once launched, your new brand’s promotions should start coming from a new address and From Name, and going only to the people who have opted in for them.
Lesson 3
While it’s tempting to take advantage of your main brand’s list, don’t abuse it. Promoting the other site from time to time within Brand A’s messaging is fine (as a sidebar, not the entire focus of the message), but don’t go overboard with the Brand B shoutouts.
Lesson 4
To help build up your new lists, use other channels like PPC, direct mail, in-store promotions, order fulfillment stuffers, etc. to drive opt-ins on your new brand’s signup page.
Lesson 5
A clean and attractive design is awesome, but it’s wasted if you don’t design well for images off. Alt tags and good old text can be an email marketer’s best friends.
P.S. Shoes.com still hasn’t learned their lesson. While ShoeSteal.com has gone silent, they recently launched FergieShoes.com and spammed me yet again (see the message here). Though this time they were nice enough to ask me to join “Fergie’s All-Access Email Club” (all-access to WHAT, exactly?), I’m still getting their messages after not opting in. Not cool.
Julie Waite
Email Marketing Strategist at Bronto
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I too received this email about crewcuts over the weekend and was confused as to what it was. I dont really understand the whole crewcuts name, but I did open it. Good post.