Forecasting the Weather
To keep messaging relevant, we prepared one-off, weather-related emails that allowed us to implement a more playful tone, while still keeping the promotion as our primary message.
Subject Line: Cold weather keeping you in? Make a book, it's on us.
Preheader Text: Free photo book offer, today only. Stay in and stay warm.
Simple Is Strong
With such engaging imagery, we needed to keep copy as simple as possible. There were a few parts to the promotion, so we kept the headline direct. For the secondary message, we nodded to the idea of using books and albums as Year in Reviews through copy, while the imagery spoke to it in a much more overt way.
Subject Line: Up to 60% off ends tomorrow. Plus, save up to 50% on albums.
Preheader Text: Year in Reviews up to 60% off + free Super Gloss Printing.
No Big Deal
Creatives want to be creative, marketing wants to be promotional. After much back and forth, we came up with a test. Put the promotion front and center with a caption of romantic copy, or try to catch our customers with a pithy headline and have the promotion secondary. Turns out, for the MyPublisher customer, it didn't make a difference.
Greeting with a Bit More Grace
Part of the marketing strategy was to go after a more high-end customer. So, we developed an email welcome series targeting them. For each creative piece, we had to adjust our look and our copy, scaling back the promotion-heavy language in replace of messaging that spoke to MyPublisher's quality, credibility, and who we were as a brand.
Hitting All the Points
We were asked to hit a few key points in this dedicated album email: customization, quality, and specified features. Three messages, in addition to the promotion, can be a lot to convey. But we found a solve where copy and imagery play off each other well.
Subject Line: 20% off your custom designed Premium Album.
Preheader Text: Elevate your work, one detail at a time.
Say It Again
When the deals for books and albums are the same, and the ask is to have the message be the same, but the words used to speak to them can't be, this is what the result is.
Subject Line: Free photo book add-on, with 60% off, this weekend only.
Preheader Text: Save up to 60% on photo books.
Perfectly Opposite
What do Seamless and taxes have in common? Nothing. And the dichotomy between them is exactly what we used to speak to one of the primary benefits of using Seamless, ease of use.
Subject Line: More relaxing, less taxing.
Preheader Text: Seamless makes ordering easy. As for taxes, you're on your own.
Whetting Their Appetite
With such a simple message to convey, we decided it was most effective to keep the creative simple and direct as well. An introduction message and a glimpse of what it looks like were all we needed to entice customers to try it for themselves.
Subject Line: Introducing... Seamless for iPad!
Preheader Text: The iPad app is here.
Superbowl with Seamless
Football and food go hand in hand. So we couldn't pass up the opportunity to push out an email, referencing the Superbowl. It was fun and relevant, and it resonated with our customers.
Subject Line: Huddle up! It's a rivalry of tastes.
Preheader Text: It all comes down to a battle of classic cuisines on Seamless.