Ecommerce Email Call-to-Action – “By Size” Navigation
Aug 18 2008
Threadless is a hip t-shirt company that allows users to upload designs and create t-shirts for sale through their site. After receiving emails from them for a while now, I noticed a feature of their email design that I am clicking on more and more: “Browse everything that’s in stock in your size:”.
I have never been a huge fan of website navigation “above the fold” in email marketing designs, as I feel it will receive clicks from users that aren’t reading offers/content in the email.
But this type of navigation is effective for me because it puts me directly into a shopping situation. Now, If my size has already been selected, I am only a click or 2 away from purchase. A very targeted situation.
If your ecommerce system allows you to create this view and provides a URL for it, give it a try. You may see some addtional conversions.
- Posted by Alex Williams
- @alexcwilliams
- at 12:28 PM
Published in Ecommerce, Email Design, Tip Jar
Tags: Ecommerce, Email Design, navigation, tips
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August 18th, 2008 at 12:55 pm
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August 18th, 2008 at 2:49 pm
Alex:
Do you think that they might take this information and using it for targeting later on down the road when they are trying to clear out certain SKUs for sales? If they were smart they would use that PLUS the gender info they are getting and start dynamically segmenting their lists based on behavior.
September 8th, 2008 at 8:51 pm
[...] example, eROI describe how one t-shirt retailer’s email presented a series of gender/size combinations as [...]
February 25th, 2010 at 4:43 am
i like this idea, I could see using a similar concept in my own e-mails.
I've been using a call to action in my e-mail signature. Even with less formal correspondence I have the opportunity of reaching people. When placed in the e-mail signature discretely it isn't an overt ad. I've been using WiseStamp for this and it has worked well.