Beautiful newsletter from Ann Taylor

I like newsletters. Newsletters are a bit like one-page web sites but with much harder restrictions. They need to look good (despite of extremely limited conditions), they need to convert well in a short time and they have to go through one of the worst barriers in online marketing – the email client. They also need to be well composed and developed to be able to edit the newsletter week after week.

Newsletters are kind of the ultimate challenge – and therefore also one of the more interesting areas to study. Don’t forget that emails has among the highest ROI of all online marketing techniques (note, this only applies to house lists – bought lists have one of the worst ROI’s but I’ll save that for another post). Emails are also very easy to track statistically so if you master the techniques you have a very attractive channel at hand.

I stumbled upon this newsletter from Ann Taylor today, which I find just beautiful. I love how the model is kind of off-guard, the depth in the picture and how the typography plays together with the models clothes. The copywriting works well and the navigation bar on top of the image gives instant access to the online store. ”Fall in love…” is of course a nice metaphor for autumn and love, and is the kind of wordplay I like to see in copy. It shows that the copywriter have paid attention to the content. The colors are rich and beautiful and also gives you a sense of autumn.

Personally I would have wanted the call to action to stand out more – as it is placed now the user has to scroll down below the fold to even see the rebate. The model is a bit blurry as well, a bit more sharpening wouldn’t hurt. It is the model that really makes this newsletter – and how well she does it! The placement, the direction of her eyes, how her arms point to the headline – it all comes together. Her smile feels genuine and the image communicates honesty in a manner that doesn’t come across too often in this type of images.

Well done Ann Taylor!

**Edit**

I’ll give Ann Taylor a big extra bonus. They found this post within a few hours and added me to their Twitter stream. It shows that they are agile and keep track of the mentions of their brand online. Very well done!

Related posts:

1. Keys to a successful web site project
2. Dealing with bad comments
3. The End of (Marketing) History
4. Kvällsposten-salesgirl, part II
5. Copywriters rules!

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