January 27, 2010, 12:00 AM

In brief, Jockey.com tops e-mail campaigns

E-mail marketing experts pick the apparel retailer’s December 3-Day Holiday Sale campaign as a standout, in part because the campaign was visually simple, featured impactful writing and used effective subject lines.

E-mail marketing services firm StrongMail and e-mail data and analysis firm Email Data Source brought together a team of outside e-mail experts to scour through hundreds of e-mail marketing campaigns and select the top, most effective examples in different industries. The winner in retail: Jockey.com.

The e-commerce arm of apparel retailer Jockey International Inc. ran the winning campaign, the 3-Day Holiday Sale, during the three days following Christmas. Each day featured a different offer, with the first day offering the biggest incentive to shop early. The promotion was designed to inspire bargain hunters to invest in “comfortable basics” on their days off.

At 7:30 a.m. on each day of the sale, Jockey.com sent an e-mail to its opt-in list promoting the offer of the day. The offers for the other two days were included, but shaded in grey, so consumers knew what to expect and/or what they had already missed. This enabled consumers to make an informed decision as to which day they could save the most on their order, StrongMail says in its January 2010 E-mail Breakthrough Report.

The e-mail vendor says the campaign is exemplary in part because each offer was featured in a simple visual format, with an impactful headline, easy-to-read coupon code, offer expiration date/time and clear call-to-action links. Another reason the campaign stands out, StrongMail says, is because the promotion leverages the immediacy of e-mail to promote a relevant offer in a timely fashion.

In addition, Jockey.com did not miss an opportunity to promote its presence in other channels: The e-mails contained clear, visual links to request a catalog, become a Jockey fan on Facebook, follow the brand on Twitter and watch videos on its YouTube channel, StrongMail says.

And finally, the StrongMail report notes that Jockey.com made effective use of subject lines: All three subject lines contained a compelling reason to open the e-mail, such as “shop early, save more” and “Get FREE shipping.” Jockey played with a mix of upper and lower case letters in its subject lines, which, StrongMail adds, can be an effective tactic for standing out in a crowded inbox.

Jockey International is No. 351 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).


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