A Recipe for Email Marketing: Cup of Simplicity, Dash of Targeted Messaging, and a Teaspoon of Goodwill

My personal inbox has left me feeling uninspired recently. Thankfully Lindsey Weinig, Director of Marketing, was able to share some inspiration from her inbox with me. The email below from J.Crew does a lot of things well. Let’s see how their recipe mixed together to produce an excellent example of email marketing:

Cup of Simplicity

As you scan J.Crew’s email you notice they left room for white space. They also chose a very simple color palette by keeping the background white and the text black. The simplicity of the design makes room for their message and image to really stand out. We’ve all heard the phrase, “Less is more.” In the case of J.Crew’s email, the phrase has never been more true.

Add it to your mix:

  • Simplify your color palette by selecting one or two main colors.
  • Cut your messaging down to the ‘main thing.’ Link to relevant landing pages instead of putting all of the messaging in the email.
  • Find creative ways to leave white space in your email.  White space is pleasing to the eye and allows our brains to focus on the message more easily.

Dash of Targeted Messaging

J.Crew’s main message mentions brides, groomsmen, and guests. It’s a nice way to make every attendee at a wedding feel included. With that, J.Crew knows (don’t we all) who really makes the decisions for weddings. The Bride. The option to Forward to a Bride-to-Be is really pretty genius and singles out their main target.

Add it to your mix:

  • Make sure your messaging incorporates language inclusive of all your recipients.
  • Include a special Call to Action highlighting the type recipient you want to target the most with your email.

Teaspoon of Goodwill

Making recipients feel a personal or real connection with your company is essential. J.Crew does this by including a little blurb about where their photo shoot was done. The couple of sentences highlighting Portland, Maine and Morse Restaurant speak loudly to their audience… in a sense they say, “We are real people and we care about the little guys too.”

Add it to your mix:

  • Find ways to personalize your emails by including pictures or notes that make your company feel more human.
  • Highlight an organization or charity your company sponsors.
  • Share a story from a customer that highlights your company’s values.

J.Crew’s email gives us a great recipe to add to our email marketing mix. We’d love to hear how you use the ingredients or other ingredients you add to your marketing efforts! If you need more inspiration, check out all of our posts on excellent email marketing.

P.S. If you have never been to Maine, you really should go. The lobster is great and the scenery is breathtaking.

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.

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