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.
According to Radicati Group’s “Email Statistics Report, 2015-2019” (opens as a PDF), the consumer inbox got hit with approximately 93 emails a day in 2015. That’s a lot of email, which means marketers have to nail the subject line in order to win the open, then deliver on the open.
On this side of the ring, we have Greetabl, launched in 2013 as a creative attempt to bridge the “Gifting Gap.” Consumers are able to select from curated small gift options, choose and customize packaging, all with a few clicks. Why send a $60 bouquet of wilted roses when you can earn mega brownie points for something outside of the norm (while also keeping your wallet from crying)?
Across the ring is the retail powerhouse Old Navy — from the same family that gives us The Gap and Banana Republic — known for its clothing and accessories. Founded in 1994, Old Navy has brick and mortar stores, as well as an e-commerce site, and is known for quirky commercials featuring celebrities such as Amy Poehler and Amy Schumer.
Email vs. Email
With a jam-packed inbox, you have to nail the subject line, then follow through with the content by way of copy and design. So let’s look at two that I received recently:
“You know she needs this” is the subject line from Greetabl. This definitely grabbed my attention, and I’m pleased with what I clicked through to. I enjoyed the preheader — Overworked friends need extra <3 — and while it doesn’t give me a benefit, it made me smile.
The email is about a new Greetabl gift you can send a friend. The image is great, the copy is simple, to the point and in Greetabl’s voice, and at the very bottom I really like the Unsubscribe copy:
If you really, really don’t want to hear from us anymore, you can unsubscribe. We totally won’t take it personal. I mean, it’s just an email, right? It definitely does not mean we’re not still friends. Right?? Are we overthinking this? Love you, mean it.
Two thumbs up Greetabl … which reminds me … I have a bestie’s birthday coming up soon …
Now, on to the behemoth that is Old Navy.