As seen in an earlier post almost all major British fashion retailers attempt to entice visitors into signing up for an email newsletter.
The reason for this is obvious, as data from our Email Marketing Census 2013 shows that two thirds of companies (66%) rate email marketing as excellent (22%) or good (44%) for return on investment.
Following on from our last post, we’ve turned the focus on US retailers to see if they do things differently.
Words are the most important tool marketers and ad men have. To prove it, I’ll show you a picture.
The chart beneath the Bee Gees shows that 60% of people prefer a ‘print experience’ to something ‘whizzy’, on a tablet app.
Obviously, 'print-like' doesn't just mean words, it also refers to typography and, to some extent, pictures. However, in this post I'll be focusing on copywriting, on an achingly small scale.
I'll be highlighting titbits of copy that are done well, in keeping with a company's brand, and make a web experience enjoyable, as well as some that aren't so good.
In the spirit of new media, I’m calling this ‘micro-copy’. And, to the dismay of the A/B testers, I’ll posit that some of my examples are qualitatively ‘better’ than others.