As you can imagine, as email marketers, we are subscribed to A LOT of newsletters and promotional emails. Each week an email from GAP is among the barrage to arrive in my inbox. I would say I typically open 1 out of every 4 or 5 emails they send. A few weeks ago I was surprised when I received a D.I.Y (or should I say T.I.Y) tutorial from GAP instead of their typical promotional email. Let me confess: I am a closet crafter and D.I.Yer and was intrigued by their concept and the craft project. More than that, as an email marketer, I was impressed at the move GAP made to step outside of their normal email boundaries and try something new. The result: I have opened more GAP emails since the T.I.Y. email arrived and I would guess other recipients have too.
So how can you step beyond your norm and surprise your email audience with the unexpected? If you try it, let us know! We’d love to hear about your results.
Here’s the email from GAP:
Turn Your Favorite T into a Fresh Beach Tote! It’s T.I.Y. Time!
P.S. If you have time to try GAP’s tutorial, send us a pic.