There’s a reason that pro-wrestling is so popular — and it’s not just the juicy drama and bespangled costumes. People love a good fight, and have for millennia, dating back to the gladiators of Rome and beyond.
So, once a month I’m going to select two marketers and toss them into a Creative Cage Match. I’ll be looking at everything ranging from email to direct mail, website to mobile site. It’ll be a mix of objective and subjective, and each time a marketer will walk out of the ring triumphantly.
The holiday season is upon us, whether you like it or not. Bring on the shopping anxiety, the 24/7 holiday music, the office parties, the family functions, the gift wrapping, and did I mention shopping anxiety?
Let’s see how a UK-based, vintage-inspired clothing e-tailer stacks up against the the world’s largest furniture retailer when it comes to holiday-inspired email messaging.
In this corner we have Lindy Bop, a relatively young — at four years — e-tailer based in the UK specializing in retro women’s fashion. This player makes its mark in the vintage/pin-up/rockabilly world by offering affordable prices and high quality goods (I should know, I own five fantastic Lindy Bop dresses).
Across the ring, we have Sweden-based IKEA, with more than 370 stores in 47 counties as of August 2015. While the company does have an online component, most consumers know IKEA for its massive yellow and blue stores, full of everything you could possibly need for your home (including Swedish meatballs … I should know, I have a bag of them in my freezer right now).
Email vs. Email
In late November, the following email from Lindy Bop hit my inbox with the subject line: “Find Your Perfect Party Dress At Lindy Bop.”
All right, pretty tame in the way of subject lines, but the e-tailer comes back strong with this preheader: “Glam & gorgeous party dresses from just $45.99.”
I like party dresses, I like getting glammed up during the holidays, and I especially like the $45.99 price point.
The overall look and feel of the email is clean. I’m not overwhelmed; instead there is a linear progression through the message as you scroll. First, the holiday dresses; next, a sale of 30 percent off select items; then, some suggestions for items to complete your look, ranging from petticoats to gloves; and finally, a banner with all of Lindy Bop’s social sites. Clean and to the point, while also offering a handful of product images to catch my eye.