The First 2 Weeks – Arts & Crafts Retail: Part 2 of 2
Posted by Nic Winters on November 19th, 2009
Welcome again to The First 2 Weeks, where we analyze 3 competitors’ email marketing strategies when it is most crucial… the opt-in process, welcome message, and first few campaigns as these marketers attempt to establish relationships with subscribers.
In our last edition we evaluated the opt-in process and welcome messages for 3 competitors in the arts and crafts retail segment: Hobby Lobby, Jo-Ann, and Michael’s. In part 2 we will now investigate campaigns sent beyond the welcome email and preference editing options.
INITIAL CAMPAIGNS
Both Hobby Lobby and Michael’s sent out additional campaigns beyond the welcome email within the first 2 weeks, both sending 2 additional emails. Both competitors were much more aggressive than Jo-Ann, which didn’t send anything beyond the welcome message within the first 2 weeks – missing out on this chance to quickly establish a solid foundation with subscribers.
The emails sent by Hobby Lobby include very heavy image use, however they did a good job of using informative alt tags so that all is not lost with images off. They did a very good job of sticking with a template for their design as well, as additional messages arrive in the inbox with the exact same design setup. Thus, subscribers quickly learn what to expect and where they can find the information they are looking for. However, within this design they have pushed the coupon far too low in the design – as this is an item that should be featured near the top to drive redemptions and maintain high interest in their email offerings. This design framework also always includes a quirky quote at the base of the email – a creative touch that I could see some subscribers seeking out on future emails.
Hobby Lobby incorporated a few other best practice items, however each of them was slightly flawed as they are all hidden too low in their email. They linked to their RSS feed capability, allowed you to forward to a friend and gave the ability to subscribe if you were forwarded an email… but each of these become lost as they are low in the email.
On their first additional message, Michael’s did a great job of using both text and background colors to develop an email design that is images off friendly. However, even though they have incorporated this tactic, they fall behind at the same time since none of their images included alt tags. This is especially evident when you reach the coupon section of the email (like Hobby Lobby… once again too low in the creative) and you have no indication there is a coupon without images enabled. They also successfully incorporated a forward link at the top of their message and remind their subscribers to add them to their address book to ensure delivery.
We have identified some flaws in this first message from Michael’s in addition to some successful best practice items, however in their second message it is hard to find a single item to praise. The email is comprised entirely of images… and not a single one contains an alt tag – leaving you with a completely blank email with images off. This leaves me wondering why they didn’t take the same text and background color approach they used on the first message as the entire right side of this message could have been achieved with text.
EMAIL PREFERENCE OPTIONS
In offering preference options Michael’s falls behind their competitors, as they only provide a simple unsubscribe link on all messages. Both Hobby Lobby and Jo-Ann instead provide robust preference capabilities that may assist in retaining subscribers.
Hobby Lobby features an “Update Your Subscription” link at the top of each message which takes you to an easy form to check off the subscriptions you would like.
Jo-Ann takes a slightly different approach with their link (at the base of emails) leading to a page that allows you to select to receive all emails or fewer… even spelling out the estimated frequency related to these options.
Watch for our next edition in the coming weeks in which we will evaluate the campaigns of 3 new competitors!
