Working in the glamorous world of email marketing, I have pretty high expectations for big-brand campaigns I open. And John Lewis’s email creative rarely disappoints.
Whilst I can’t always buy the products I want from the campaigns, I don’t mind the tease, as the creative is delivered so beautifully.
It sets a great expectation that clicking though and using their site is going to be as easy as navigating their email. And I think that’s a really strong consideration for all marketers today. The noise level online is deafening to put it lightly, so you need to ensure your content consistently delights the right people, if you want to get cut through.
I’d go as far as saying that content that doesn’t live up to expectations is damaging. You’re messing with people’s time. And that discourages them from engaging with you again.
That’s why, even though it’s the end of the month so there’ll be no outdoor pod buying (read on for more), I’ve got deadlines approaching, and quite frankly better things to do – I was delighted to receive the campaign below on the first sunny day of the year.
Hover over the red dots to see what I think they’ve got so right and why. And if you’ve got your own comments please do share them. I always read and respond to them.
They’ve got the subject lines nailed, too. Take a peek….
But then again they don’t always get it quite right…
jus got an email from john lewis “whats hot for october” and in the email there was a picture of a shelf. #hawt
— Batman (@Batman_LDN) October 1, 2012