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Email Teardown
Memorial Day 2017
According to a 2011 Experian study,
transactions rates for Memorial Day campaigns
are 35.5% higher than Black Friday email...
Memorial Day has become a huge shopping holiday.
It seemed like a great opportunity to round up our favorite Memorial
Day ...
Email #1: Michaels
Michaels is the mecca for DIY materials. They have everything from
arts, crafts, framing, floral, wall ...
Diving in: Michaels
Very clear CTA right at the top of
the email. If you’ve been waiting for
a Michael’s discount, then yo...
Diving in: Michaels
The deals are really eye
catching.
DEALS DEALS DEALS!!!
Segmenting based on
past purchases will help
t...
Diving in: Michaels MORE DEALS!!!!
Loving the free
gift! I feel like it’s
a reward for
getting this far
into the email
The...
Diving in: Michaels
LIL JON!! Random but
awesome
Might want to turn this
into it’s own email.
Doesn’t have much to do
with...
Email #2: Birchbox
● Founded in 2010 by two Harvard MBA grads
● VC backed. To date have raised $71.9m
Birchbox is an onlin...
Birchbox Love that emoji!
Overall very clean looking email!
Spelling mistake in the subject line...
“Get 30% off brand new...
● Company funds peteducation.com
● Founded in 1983, online in 1998
Email #3: Drs. Foster and Smith
Drs. Foster and Smith i...
Drs. Foster and Smith
Great use of humor!
Cute! Photos are nice links to categories.
Subject line is confusing...
The emai...
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Memorial Day 2017 email teardown

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In this email teardown, we look at the Memorial Day emails from brands Michael's, Birchbox and Drs. Foster and Smith.

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Memorial Day 2017 email teardown

  1. 1. Email Teardown Memorial Day 2017
  2. 2. According to a 2011 Experian study, transactions rates for Memorial Day campaigns are 35.5% higher than Black Friday emails and 16.1% higher than Cyber Monday emails.
  3. 3. Memorial Day has become a huge shopping holiday. It seemed like a great opportunity to round up our favorite Memorial Day emails and tear em’ down!
  4. 4. Email #1: Michaels Michaels is the mecca for DIY materials. They have everything from arts, crafts, framing, floral, wall decor, and more. You name it and they probably have it. ● Founded in 1973 ● 1000+ stores nationwide ● Has some kickass emails
  5. 5. Diving in: Michaels Very clear CTA right at the top of the email. If you’ve been waiting for a Michael’s discount, then you know you’ve opened the right email Theme is on point. Make it red, white, & blue with Michaels. I like it. Subject line: Memorial Day Doorbusters Continue! Nice subject line. I definitely want to know what the doorbusters are. Try A/B testing using either the 20% discount or free gift.
  6. 6. Diving in: Michaels The deals are really eye catching. DEALS DEALS DEALS!!! Segmenting based on past purchases will help tone back on the amount of deals
  7. 7. Diving in: Michaels MORE DEALS!!!! Loving the free gift! I feel like it’s a reward for getting this far into the email There are way too many deals here. I feel overwhelmed which might make me just close the email
  8. 8. Diving in: Michaels LIL JON!! Random but awesome Might want to turn this into it’s own email. Doesn’t have much to do with Memorial Day Great catatorgizion. Gives them an opportunity to segment based on what people are clicking on Overall, I think the email offered a lot. It started off strong with a great CTA and ended with a Lil Jon video. I would recommend cutting the email in half and only include the big deals. The email felt like a lot and I doubt anyone makes it to the bottom.
  9. 9. Email #2: Birchbox ● Founded in 2010 by two Harvard MBA grads ● VC backed. To date have raised $71.9m Birchbox is an online monthly box subscription services that offers curated beauty products for men and women.
  10. 10. Birchbox Love that emoji! Overall very clean looking email! Spelling mistake in the subject line... “Get 30% off brand new items in our Sale Category?" This is complicated CTA! Birchbox could provide some examples of products included in the sale!
  11. 11. ● Company funds peteducation.com ● Founded in 1983, online in 1998 Email #3: Drs. Foster and Smith Drs. Foster and Smith is an online business that sells pet supplies. The company was started by three veterinarians.
  12. 12. Drs. Foster and Smith Great use of humor! Cute! Photos are nice links to categories. Subject line is confusing... The email looks like it has a lot of buttons but none are really buttons. The blue on blue for the main CTA could be improved with a different color. So many fonts and colors being used. It feels pretty cluttered. They could segment by type of pet you have or what you have purchased before. Dynamic product recommendations would be good for pet supplies!

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