Sender: Banana Republic
Sent on: September 8, 2013
Subject Line: It’s a thrill to be 35!
Why it’s a standout email:
If you’re a retailer, and you want use email marketing to get your customers to connect with your brand, you can’t always be sending them emails about stuff you want them to buy. You also have to send them emails that shed some light on the company behind the products, using content that’s either interesting or entertaining or both. If you don’t, and every email is always the same (maybe not in its design but certainly in it’s “buy this now” sentiment), you risk losing your subscribers’ interest altogether.
This Banana Republic email is a great example of a “time out” email. It’s not about the latest collection or Sale, but about an important and wonderful company milestone. How many brands can say that they’ve been around for 35 years? That’s a big deal and it’s definitely worthy of a celebration. Sending this email also sends the message that the people behind the Banana Republic brand are proud of what the do and what they have achieved, and that in itself is both impressive and endearing to subscribers and fans of the fashion label.