Knowing your location helps savvy retailers tailor communications by focusing on, say, what’s available in your nearest locations. When you sign up for an email list, nearly every brand asks for the same data, like ZIP code. Instead of going the generic route, recommending everything including the kitchen sink, which is 30% off, Tory Burch curated this email with recommendations based on what’s new and trending. But since I’m on Tory Burch’s email list more for research than anything else, I don’t have a purchase history to guide the brand’s recommendations in the right direction. According to the National Retail Federation, more than half of 2017’s holiday shoppers bought an item recommended by a retailer.

Product recommendations are one way to cut through the clutter. The problem is, those can be overwhelming and difficult to absorb, especially when cross-referenced with several other identical emails. When your entire inventory is on sale, it’s tempting to cram as many products as possible into an email, like a digital version of a supermarket circular. Tory Burch: Product recommendations without purchase history The brand lets me know exactly how much I can save on various bundles of products, a mix of those I’ve purchased before and those I haven’t, and further simplifies the potential transaction by deep linking right to the shopping cart. Many retailers are so focused on using email to drive site traffic that their messages simply amount to, “Click here for 25% off.” Instead, Dollar Shave Club shows the deals right in the email. What really makes this Black Friday email stand out is how seamless it is. A finger wearing a sweatband and google eyes. An eye-catching graphic enhanced by rich media. Dollar Shave Club: Simplifying the transactionĭollar Shave Club’s Black Friday email hit a lot of email marketing best practices: a short, snappy subject line supplemented with an emoji. The volume of holiday email marketing makes it even harder to stand out, but these six brands managed to do so. Looking at all my emails at once, it’s mostly a sea of numbers: 25% off this, $30 back on that.

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