J.Crew is a good marketer. Years ago, they mastered the art of the catalog and now it now has a distribution of over 40 million copies annually. Their marketing also includes emails, another targeted way of reaching their customer.
To introduce their new schoolboy blazer, they sent out an email that not only hit the consumer at an emotional level through beautiful imagery and authentic copy which responded to their customer’s needs, but also talked about product details, which is always important, and even more so for an investment piece like a blazer.
Here’s how they made their email not only attractive, but sold the schoolboy:
Consumer insight: the first set of copy reads “sometimes we take a lesson from you. You asked for it, so we gave the schoolboy a new longer length, a ticket pocket and functional buttons at the cuffs, making it way better and the only blazer you’ll ever need.”
Size: In additional to their regular size, they also mentioned that it is available in petite and tall
Details: They specified the features and benefits of the jacket:
- Length: “a slightly longer length elongates everything, so it’s extra flattering”
- Silky stripe lining: “our silky stripe lining is more comfortable and meant to be shown off when you cuff your sleeves”
- Four buttons: “four buttons instead of three add detail and polish”
- Ticket pocket: “a menswear-inspired ticket pocket can hold stuff like lipstick or credit cards-though we prefer keeping it closed”
Colors: Showed a photo of the blazer available in five colors
Strong copy, hero photos styled the J.Crew way followed by a call to action and link to their website and social platforms show the right mix of details that make a good email.
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