CB2 Inspires Shoppers with Pops of Pink and Gift Advice

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“25 DAYS OF INSPIRATIONAL EMAILS” — DAY 9: CB2

I’ve long appreciated CB2’s modern and slightly eclectic style. Between their emails and catalogs, I frequently find reason to be inspired by their unique products and creative marketing. This one caught my eye mostly due to the subject line: “get her this.” Contrary to the dozens of messages hawking sales, discounts and shipping offers, the relative simplicity of the subject line made this email stand out. Funny how just three words (all of them lowercase) can make a big impact!

CB2’s subject line stands out against the more splashy ones in my inbox

PREHEADER AIMS TO DELIVER

After opening the email, I noticed a few things right away in the header of their email. First, their preheader text is the same as the subject line—”get her this.” Since this copy will appear as snippet text next to the subject line in clients like Gmail and iPhone (see my Gmail inbox screenshot above), this space might be better used to reinforce the subject line or tease the content inside. It seems like a bit of a missed opportunity to say the same thing twice!

Another thing I noticed was the message under this preheader text: “Never miss an email from CB2. Click the priority icon  in your Gmail inbox.” Priority Inbox was introduced by Google back in 2010, and I’ve seen this preheader messaging used on and off since then. A strategy that’s usually employed when a sender is experiencing trouble getting to the inbox in Gmail, it aims to encourage users to mark these messages as important to improve delivery rates. I do wonder if CB2 is segmenting their Gmail users out from the rest to add this special message, and if it’s helped delivery rates or improved performance.

BRIGHT COLORS ESCHEW TYPICAL HOLIDAY PALETTES

Moving past the header, the bright pink circles and large text (again, all lowercase) provide a nice contrast from the snowflakes and red-green-white themes we’re seeing so often recently. This pop of color, along with a quirky headline (“on a scale of 1 to 10, do you like her more than 5?”) build on the intrique set up in the subject line, acting as parts of a story.

A playful flowchart builds on the story concept, asking you a series of yes/no questions to help you identify the perfect gift for the “her” in your life. I really like this approach; rather than assuming that all their subscribers have a mom, wife, sister (or other specific female) to be shopping for, CB2 appeals to a broad range of gift-givers. The suggestions also cover a wide range of prices: $3 for some bright blue dinnerware (for your “BFF”) to well over $600 (in case your intended recipient happens to have given birth to you).

PLENTY OF ALT TEXT GETS THE MESSAGE ACROSS

CB2 sliced their images strategically to allow for plenty of descriptive ALT text, carrying questions like “is she trendy?” through to the images off version. Smart slicing helps convey the message and gives you an idea of the email’s flow, even without images.

I was a little bummed that some of the creativity and fun of this email is lost when images are disabled, though. To really make this email really stand out, CB2 could borrow the pink hue from the header of the email and apply it to some of the table cells in their HTML. This would mimic the pops of color present in the email creative and serve as a backdrop to explore using styled ALT text.

SUBMIT YOUR EMAILS TO BE FEATURED!

Do you have an email that you’d like us to feature in our inspiration series? Send it on over!