The Evolution of Macy’s email.
I have been tracking Macy’s email for over a month and have noticed a consistent pattern in their creative. Since January 2nd, they have used their branded red in all of their emails until something refreshing that came into my inbox the other day. You will notice the evolution of their email in that the first 4 emails this month contain pretty much the same look in their creative with basic savings callouts and links to their categories in their email.
Then January 28th came around and low and behold, kaaabam…they hit me up with a really neat bedroom lifestyle shot which caught my attention. They definitely have a slick and simple theme with the use of their imagery and its a nice refreshing look. I dug their creative earlier this month, but the party/results might have been waining since it pretty much looked the same week to week.
Anyway, I really like the updated look and it appears as if their email creative is a mirror image of their homepage.
Way to go Macys….you caught my eye and win the Scrappy Email of the week for a refreshing change. Have a beer on me this weekend.
I welcome your thoughts and until next time.
Technorati Tags:
macys.com, macys, macys email, email marketing, email, great email, email content, email creative, email call to action, content change, retail email.etailer, email management
That is a nice change!
A lot of those earlier emails w/the red and black (especially the 3rd & 4th ones) look just like the inserts Macy’s has put into newspapers for years.
I’m sure at the time those red/black emails were hailed as a good way to be consistent in their branding, but they definitely scream “boring” – and their focus on the numbers (30% off, etc.) instead of the products just teaches subscribers to sit back and wait for the biggest discount.
Wonder if this new email means they’re moving toward email more as a relationship marketing tool and not a mass advertising/”electronic direct mail” tool? (Not that I know how they’ve been using it up until now – I don’t track them.)