tag:www.econsultancy.com,2008:/topics/copywriting Latest Copywriting content from Econsultancy 2017-04-18T13:00:00+01:00 tag:www.econsultancy.com,2008:BlogPost/68989 2017-04-18T13:00:00+01:00 2017-04-18T13:00:00+01:00 Three ways language can affect conversion rates on travel sites Nikki Gilliland <p>According to Unbounce, however, this can massively impact conversion rates. In a <a href="https://unbounce.com/conversion-rate-optimization/unbounce-conversion-benchmark-report/" target="_blank">recent report</a>, it suggests that if just 1% of a page’s copy subconsciously reminds visitors of feelings of anger or fear, it could lower conversion rates by up to 25%.</p> <p>With this in mind, here are just three ways travel brands can do the reverse, and use language to increase the chances of a booking.</p> <h4>Think positive</h4> <p>Unbounce’s study uses an 'emotion lexicon' to determine whether words associated with certain emotions affect overall conversion rates. </p> <p>It found that words associated with anger and fear tend to have a big impact, with these particular emotions putting off consumers from finalising a booking.</p> <p>So, what kind of words would a travel brand have to use to evoke anger? Surprisingly, it’s not the most obvious, and consumers might not even recognise that their response is negative. Words like ‘limited’ or ‘rail’ are said to subconsciously raise negative emotions in consumers, even when linked to unrelated experiences.</p> <p>The answer is simple - always use language that evokes positivity. It’s trickier than it sounds, of course, with most travel brands falling into the cliché trap.</p> <p>While its service speaks for itself (cue jeers), Southern Railways is a particularly bad example. Of course, it plays more of a functional role in the lives of consumers as opposed to the inspirational, yet its use of language does nothing to instil positivity in users.</p> <p>From ‘accessibility statement’ to ‘compensation’ – not to mention the glaring ‘major disruption’ – its homepage is littered with words that are both negative and corporate-sounding. </p> <p><img src="https://assets.econsultancy.com/images/0008/5404/Southern.jpg" alt="" width="760" height="705"></p> <p>In contrast, regional railway C2C puts a positive spin on local engineering works, using a friendly “we’re open” to reassure travellers.</p> <p><img src="https://assets.econsultancy.com/images/0008/5405/C2C.JPG" alt="" width="760" height="579"></p> <h4>Keep it short</h4> <p>While it’s tempting to wax lyrical about destinations, travel brands tend to do best when landing pages are short and concise. </p> <p>Copy must always serve a purpose, and never be used to fill up space. Again, with travel typically being associated with inspiration and excitement, it’s easy to get caught up in superfluous language.</p> <p><a href="https://econsultancy.com/blog/68505-a-closer-look-at-booking-com-s-customer-focused-strategy/">Booking.com</a> is a great example of copy that is both functional and inspirational. As well as pointing users towards various locations, it still manages to evoke the benefits of travel such as relaxation and beautiful scenery.</p> <p><img src="https://assets.econsultancy.com/images/0008/5424/Booking.jpg" alt="" width="760" height="599"></p> <p>Meanwhile, other brands like <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb</a> use visuals to tell a story, resulting in a minimal design and copy that is succinct and easy to digest.</p> <p><img src="https://assets.econsultancy.com/images/0008/5403/Airbnb.jpg" alt="" width="760" height="722"></p> <h4>Evoke confidence</h4> <p>Lastly, Unbounce highlights how trust-inducing language can be an effective tool for travel brands, mainly stemming from consumer concerns over the legitimacy of low-price offers and deals.</p> <p>It found that dedicating at least 10% of copy to establishing trust could result in conversion rates that are up to 20% better.</p> <p>Words such as ‘share’, ‘friendly’ and ‘recommend’ are particularly good for building confidence, tapping into the notion of travelling as a social experience, and reassuring users that help and advice will be on hand every step of the way.</p> <p><a href="https://econsultancy.com/blog/68201-how-hostelworld-uses-video-to-connect-with-target-audience-of-young-travellers/" target="_blank">HostelWorld</a> is a great example of this, using reassuring language to position itself as the perfect way to have an authentic travel experience. It recognises common consumer concerns, such as the safety of hostels and associated booking costs, and directly addresses them.</p> <p>The word ‘help’ and the phrase ‘helping you’ is consistently used to reassure and instil confidence. </p> <p><img src="https://assets.econsultancy.com/images/0008/5402/HostelWorld.jpg" alt="" width="760" height="626"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/65007-how-the-travel-industry-uses-email-marketing/">How the travel industry uses email marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/65347-10-essential-features-for-mobile-travel-sites/">10 essential features for mobile travel sites</a></em></li> <li><em><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/">10 examples of great travel marketing campaigns</a></em></li> </ul> <p><strong><em>For more on CRO, download the <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/" target="_blank">Conversion Rate Optimization Report</a> here.</em></strong></p> tag:www.econsultancy.com,2008:TrainingDate/3191 2017-03-21T11:55:12+00:00 2017-03-21T11:55:12+00:00 Online Copywriting <p>Boost your online copy’s effectiveness (across all types of device) with our practical and hands-on training course.  </p> <p>Our best-selling ‘online copywriting’ course includes lots of hands-on exercises to help you communicate, persuade and sell more effectively.  We’ll show you copywriting techniques that can boost your web pages’ performance by over 100%.</p> <p style="vertical-align: baseline; background-image: initial; background-attachment: initial; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">No laptop is required.  For convenience, all exercises will be paper-based.</p> tag:www.econsultancy.com,2008:BlogPost/68881 2017-03-13T14:38:17+00:00 2017-03-13T14:38:17+00:00 Dodgy testimonials might get your agency's AdWords account suspended Ben Davis <p>In a sense, this is nothing new - Google has had <a href="https://support.google.com/adwordspolicy/answer/6020955?hl=en-GB">guidelines</a> in place about misrepresentation for some time and AdWords community managers have posted <a href="https://www.en.advertisercommunity.com/t5/Articles/Site-Not-Working-Disapproval-amp-How-to-Fix-It/ba-p/555663">updates about their enforcement</a>.</p> <p>However, the issue was in the spotlight last week, thanks to a tweet from Joel Klettke, who was surprised to see an agency's AdWords account suspended, something he has 'never seen' before.</p> <p>Given that Klettke works as a copywriter on landing pages, amongst other content (including for <a href="http://casestudybuddy.com/">Case Study Buddy</a>), it's perhaps worthy of note that this is his first experience of a Google suspension for misrepresentation. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">An agency's Adwords account got suspended because their landing pages had case studies/testimonials on them. Never seen anything like this. <a href="https://t.co/qF1jyA9dY1">pic.twitter.com/qF1jyA9dY1</a></p> — Joel K (@JoelKlettke) <a href="https://twitter.com/JoelKlettke/status/839617078759849984">March 8, 2017</a> </blockquote> <p>As you can see from the text in Google's response to Klettke, the main points of contention when it comes to misrepresentation are that:</p> <ul> <li>testimonials with claims attached need disclaimers</li> <li>no claims of exact results should be present outside testimonials unless linked to a peer-reviewed journal</li> <li>any claim that is general needs a disclaimer</li> </ul> <p>Furthermore, and fairly obviously, no guarantees or claims of permanent results are permitted.</p> <p>The tweet caused surprise for a few, with @lakey suggesting that enforcement could lead to rather absurd or unnecessary disclaimers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/herrhuld">@herrhuld</a> <a href="https://twitter.com/stephenkeable">@stephenkeable</a> <a href="https://twitter.com/LordManley">@LordManley</a> Are we to expect this kind of thing... <a href="https://t.co/l6mdsUENI0">pic.twitter.com/l6mdsUENI0</a></p> — Chris Lake (@lakey) <a href="https://twitter.com/lakey/status/839785306756952064">March 9, 2017</a> </blockquote> <p>Whilst Google's own examples of where these guidelines apply are consumer-facing, such as for weight loss treatments, anyone with knowledge of the martech industry knows that testimonials and cases studies abound. </p> <p>That means companies need to be careful when making claims about the impact of their services. For case studies claiming an uplift in sales, for example, this means a simple asterisk and some copy indicating results may vary, often found within terms and conditions.</p> <p>However, if a company is making general claims on a landing page, perhaps arising out of specific case studies, a definitive study needs to be referenced. Klettke's experience comes as a welcome reminder to agencies and martech companies to get their landing pages in order.</p> <p>Consumer watchdogs are having to catchup with malpractice such as quiet renewals and surcharges, and last year the UK Government announced its intention to <a href="http://www.telegraph.co.uk/money/consumer-affairs/fake-online-reviews-could-be-made-illegal/">crack down on fake reviews</a>. There's no reason why this burgeoning focus on transparency shouldn't be taken very seriously in martech.</p> tag:www.econsultancy.com,2008:BlogPost/68748 2017-01-30T09:37:36+00:00 2017-01-30T09:37:36+00:00 What makes an effective brand slogan? Nikki Gilliland <p>The change is incredibly subtle, but it got me thinking about what happens when a brand decides to alter such a familiar and intrinsic part of its own identity. </p> <p>Similarly, what makes the most enduring slogans so successful? Let’s start with a few basics.</p> <h3>What is the aim of a slogan?</h3> <p>If a logo is the visual representation of a brand, a slogan or tagline is what truly brings it to life. </p> <p>In short, it is a key phrase or set of words that communicates the essence of a brand, and one that is designed to stick in the minds of consumers.</p> <h3>Key features of a winning slogan</h3> <h4>It is succinct</h4> <p>The most enduring brand slogans are often short, catchy and easy to remember. Much like a song chorus that gets stuck in your head, it needs to have a rhythm or sound that rolls off the tongue and is instantly recognisable. </p> <p>When a slogan is put to music or used as part of a jingle, this is often when it really resonates. "I’d rather have a bowl of Coco Pops," is a fine example.</p> <h4>It provides incentive</h4> <p>Effective slogans also highlight what’s beneficial about a product or service, prompting consumers to buy into the brand. </p> <p>Furthermore, it’s vital that it evokes or instils a positive feeling or incentive. For instance, something like “It’s good to talk” from BT (British Telecom) – while outdated in today’s context – brings to life the simple pleasure and emotional undertones of picking up the telephone to call a loved one.</p> <h4>It differentiates</h4> <p>Lastly, a slogan is often a good opportunity for a brand to tell consumers why it is different or unique. </p> <p>Marks &amp; Spencer’s most famous tagline is from its “Not just any food” campaign, which paid homage to the brand’s reputation for high quality.</p> <p>The fact that people continue to associate the phrase with the brand, even since it has stopped using it, shows how long a well-crafted slogan can endure.</p> <h3>Eight examples of effective slogans</h3> <p>Here are a few of my favourites, along with what I think makes them so effective. </p> <h4>L’Oreal: Because you’re worth it</h4> <p>A slogan that's been in use since the 1970s, L'Oreal celebrates (and justifies) the very concept of buying make-up.</p> <p>While it has been tweaked in recent years along with the brand’s efforts to become more inclusive – changing to ‘we’re worth it’ - it remains one of the most well-known phrases in the beauty industry.</p> <h4>Subway: Eat fresh</h4> <p>It's been suggested that three words is the magic formula for an effective slogan. Think "I'm lovin' it" or "Finger lickin' good". However, Subway manages to convey its core message in just two.</p> <p>Sure, it might sound a bit crass, but its confident and straight-to-the-point message tells consumers all they need to know about its freshly made sandwiches.</p> <p><img src="https://assets.econsultancy.com/images/0008/3422/subway.jpg" alt="" width="650" height="457"></p> <h4>HSBC: The world’s local bank</h4> <p>Proving that brands don't need to follow the rules, this oxymoron from HSBC has one main aim and that is to instil trust.</p> <p>Reassuring customers that, despite being a global corporation, it has the values of a local bank - it's a clever play on words.</p> <h4>Nike: Just do it</h4> <p>Nike’s slogan is built on the notion that anyone can achieve greatness. Regardless of who you are or where you’re from, the simple call to ‘just do it’ is both uplifting and inspiring – two hallmarks of Nike’s wider brand values.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You made Hayward home.<br>You lifted each other up in London.<br>You realized dreams in Rio.<br>You won the world over.<br>Together.<a href="https://twitter.com/hashtag/justdoit?src=hash">#justdoit</a> <a href="https://t.co/HKIRW13QIL">pic.twitter.com/HKIRW13QIL</a></p> — Nike (@Nike) <a href="https://twitter.com/Nike/status/818977771112103936">11 January 2017</a> </blockquote> <h4>Dollar Shave Club: Shave time. Shave Money</h4> <p>Puns are tricky to pull off, especially when they’re silly or childish as opposed to clever. For some reason, however, I think this example works simply because it’s so unapologetic.</p> <p>It fits in well with Dollar Shave Club’s witty and self-deprecating style of advertising, perfectly summing up the brand’s money saving appeal.</p> <p><img src="https://assets.econsultancy.com/images/0008/3423/Dollar_Shave_Club.JPG" alt="" width="650" height="427"></p> <h4>Tesco: Every little helps</h4> <p>Re-affirming its stance on value and customer service, Tesco's slogan is subtle. It's not just about money of course, but everything that Tesco offers (from its insurance to its Metro stores) that helps customers.</p> <p>It's also an incredibly comforting turn of phrase, which reassures consumers that it is a supermarket that cares.</p> <h4>Mr Kipling: Exceedingly good cakes</h4> <p>Encapsulating the character of Mr Kipling, this simple but self-explanatory phrase manages to elevate a simple fairy cake into something extra special. A bit like the aforementioned M&amp;S example, it's quite boastful, but charmingly so.</p> <p>With Mr Kipling reintroducing the slogan in a bit to boost sales, it proves that familiarity and nostalgia can often contribute to why certain slogans work.</p> <p><iframe src="https://www.youtube.com/embed/M2XYJJHdIEo?wmode=transparent" width="640" height="360"></iframe></p> <h4>Ronseal: It does exactly what it says on the tin</h4> <p>Finally, Ronseal is a great example of a slogan that goes beyond a brand to enter into our everyday vernacular.</p> <p>While the no-nonsense statement first aimed to reassure customers that DIY doesn't have to be complicated, it now stands for transparency in all senses, and the reassurance that there is no hidden agenda or underlying meaning. </p> tag:www.econsultancy.com,2008:BlogPost/68697 2017-01-12T14:10:00+00:00 2017-01-12T14:10:00+00:00 Four food brands with delicious copywriting Nikki Gilliland <p>Due to the trend for an <a href="https://econsultancy.com/blog/67874-the-rise-of-the-artisanal-tone-of-voice-among-brand-marketers/" target="_blank">artisanal tone of voice</a>, many brands stray into dangerous territory – using cheeky and cheerful copy that comes off as annoying at best, patronising at worst. </p> <p>However, there are some that manage to steer clear of this, delivering spot-on copy that brings food to life.</p> <p>Here are just a few of my favourite examples.</p> <h3>Lurpak</h3> <p>Lurpak is well-known for its drool-inducing visuals, but it’s also worth a mention for using copy that convinces customers it’s the only butter brand worth buying. </p> <p>In fact, with its slogan of ‘good food deserves Lurpak’ – it aims to persuade you that you’ll be doing yourself a disservice by using any other kind.</p> <p><img src="https://assets.econsultancy.com/images/0008/2986/Lurpak_Story.JPG" alt="" width="700" height="404"></p> <p>Its brand voice is distinctive, using short sentences and an almost boastful tone to sell itself.</p> <p>However, by simultaneously empowering consumers with the idea that anyone can achieve great cooking, it manages to avoid sounding off-putting.</p> <p>I think this style of copy works particularly well on social media, where one-liners (often paired with imagery) are engaging and effective.</p> <p>Examples like “stop scrolling and start kneading” and “good food deserves Lurpak” gets straight to the point, aligning well with the brand’s aim of being the facilitator of a delicious food experience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Filo like making your own pastry? Screens off, ovens on! Just be sure to Choux-se us <a href="https://twitter.com/hashtag/GameOnCooks?src=hash">#GameOnCooks</a> <a href="https://twitter.com/hashtag/GBBO?src=hash">#GBBO</a> <a href="https://t.co/vM47UNOO18">pic.twitter.com/vM47UNOO18</a></p> — Lurpak (@Lurpak) <a href="https://twitter.com/Lurpak/status/778684508132421632">September 21, 2016</a> </blockquote> <h3>Gail's Bakery</h3> <p>It's pretty hard to describe bread, resulting in many brands resorting to the words 'freshly baked' far too often.</p> <p>London-based Gail's Bakery, however, uses contextual-based copy to engage consumers.</p> <p>In its bakeries, instead of using the aforementioned slogan, it describes 'wooden spoons' and 'floury fingers' to highlight the fact that everything is fresh from the oven.</p> <p><img src="https://assets.econsultancy.com/images/0008/2987/Gails.JPG" alt="" width="400" height="497"></p> <p>Meanwhile, it uses unashamedly descriptive copy in menus and throughout its website, designed to conjure up that familiar taste and smell.</p> <p><img src="https://assets.econsultancy.com/images/0008/2985/Gails2.JPG" alt="" width="527" height="549"></p> <h3>Yeo Valley</h3> <p>Most yoghurt brands would have us believe that men are allergic to their products – how else would you explain the female-centric, feminine style of advertising that most use?</p> <p>Yeo Valley, on the other hand, is a breath of fresh air in this department.</p> <p>While it arguably strays into ‘wackaging’ – using quirky and overly-friendly copy - I think it manages to stay on the right side of upbeat and endearing most of the time.</p> <p><img src="https://assets.econsultancy.com/images/0008/2978/Yeo_Valley_copy.JPG" alt="" width="700" height="680"></p> <p>I particularly like how it replaces ‘yo’ with ‘yeo’ wherever possible on its website.</p> <p>It’s a simple (and slightly childish) touch, but it gives the brand consistent personality.</p> <p><img src="https://assets.econsultancy.com/images/0008/2977/Yeo_Valley.JPG" alt="" width="760" height="486"></p> <h3>Ben and Jerry’s</h3> <p>Food can be subjective, which makes taste rather difficult to describe. </p> <p>Over-emphasising flavours and ingredients can also leave consumers feeling overwhelmed, which is why I particularly like Ben &amp; Jerry’s creative approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/2980/Ben___Jerrys_Frozen.JPG" alt="" width="760" height="538"></p> <p>Think about mint choc chip ice cream and how you might describe it for just a moment, and then read the below product description.</p> <blockquote> <p>This cool concoction packs quite the peppermint punch…but what you’ve really gotta watch out for are those gooey, chocolatey, fudgey brownies nestled in the tub.</p> </blockquote> <p>Everyone knows what mint choc chip ice cream tastes like, so by using a personal tone to evoke the experience of actually eating it, Ben &amp; Jerry’s makes its product sound all the more enticing.</p> <p><img src="https://assets.econsultancy.com/images/0008/2979/Ben___Jerrys.JPG" alt="" width="760" height="371"></p> <p><em><strong>To improve your copywriting skills, check out Econsultancy's <a href="https://econsultancy.com/training/courses/online-copywriting/" target="_blank">online copywriting</a> training course.</strong></em></p> <p><em>Related reading:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68177-eight-drool-worthy-restaurant-websites/" target="_blank">Eight drool-worthy restaurant websites</a></em></li> <li><em><a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/" target="_blank">Four delicious examples of food &amp; drink brands on Instagram</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68672 2017-01-05T13:50:27+00:00 2017-01-05T13:50:27+00:00 Four ways to optimise mobile copywriting for a superior UX Nikki Gilliland <p>Copywriting is undoubtedly a big part of the mobile experience - so how can brands get their message across on smaller devices? Here are four tips.</p> <p>And if you want to improve your <a href="https://econsultancy.com/training/courses/online-copywriting">copywriting</a> or <a href="https://econsultancy.com/training/courses/topics/mobile/">mobile</a> knowledge, check out Econsultancy's training courses.</p> <h3>Consider the user context</h3> <p>Effective mobile copy does not just consider the user - i.e. who the person is or what they know about the brand or company – it also considers the context that they are in. This means where they are, what device they are using and even their state of mind.</p> <p>For example, a train booking site like Trainline knows that mobile users are less likely to want to book in advance. If they are using a smartphone, they probably want tickets in real-time. </p> <p>As we can see below, the desktop experience is largely geared around advance savings, whereas the mobile site is stripped back to focus on the current booking.</p> <p><img src="https://assets.econsultancy.com/images/0008/2720/Trainline_desktop.JPG" alt="" width="600" height="405"></p> <p>This is reflected in the copy, with the latter asking direct questions such as “where are you starting?” in place of “enter your origin station”, prompting the user to take direct action while on-the-go.</p> <p><img src="https://assets.econsultancy.com/images/0008/2721/trainline.JPG" alt="" width="350" height="637"></p> <h3>Favour usability over tone</h3> <p>While a <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand" target="_blank">strong tone of voice</a> is effective for engaging users, it’s far more important to consider usability on mobile.</p> <p>Short and compelling copy can help to counteract a limited word count and users with a <a href="http://time.com/3858309/attention-spans-goldfish/" target="_blank">shorter attention span</a>. If copy merely clutters the page instead of aiding the user journey – it should be cut.</p> <p>That being said, the fewer the words, the more impactful they should be. Sites that combine a strong tone with concise calls-to-action tend to be the most effective. </p> <p>Pocket, the online service that allows you to save interesting articles and websites for later, is a great example of how to inject maximum information into the minimum amount of words.</p> <p><img src="https://assets.econsultancy.com/images/0008/2722/Pocket.JPG" alt="" width="350" height="612"></p> <p>Granted, its mobile site isn’t that different to desktop, but its succinct style is clearly designed with smaller devices and screens in mind.</p> <p><img src="https://assets.econsultancy.com/images/0008/2723/Pocket_2.JPG" alt="" width="350" height="626"></p> <h3>Consider the user journey</h3> <p>As well as the physical or emotional context of the user, effective copywriting factors in where the user wants to go in their online journey.</p> <p>This means including relevant links and prompts for navigation. Moreover, it also means ensuring that the copy is consistent throughout, even including things like error messages.</p> <p>Often, this type of copy can be left to designers who will be more inclined to use language or phrases that are unfamiliar or jarring to the general public. This has the potential to disrupt the user journey, and even have a detrimental effect on conversion rates.</p> <p>Including links within error messages is a great way to combat this, just like this simple but effective prompt for username recovery from MailChimp.</p> <p><img src="https://assets.econsultancy.com/images/0008/2724/MailChimp.JPG" alt="" width="350" height="624"></p> <h3>Update the golden triangle</h3> <p>The <a href="https://en.wikipedia.org/wiki/Golden_Triangle_(Internet_Marketing)">'golden triangle'</a> is a rule of thumb referring to the fact that users focus on the top left hand of the screen when reading on desktop. More recently, however, it has been suggested that this does not apply to mobile users.</p> <p>A <a href="https://www.briggsby.com/how-do-users-interact-with-serps-on-mobile-devices/" target="_blank">study by Briggsby</a> shows that instead of attention being solely focused on the upper left, users take more of the screen into consideration, mainly due to the quick and short scrolling action required on smartphones.</p> <p>Research found that 86% of attention is given to the top two-thirds of the screen, while it drops significantly at the bottom.</p> <p><img src="https://assets.econsultancy.com/images/0008/2728/Brigssby.JPG" alt="" width="580" height="414"></p> <p>When it comes to copy, it’s important to take this into consideration. Placing the most important information at the top or centre of the screen helps reduce bounce rate and ensures the user's attention is maintained. </p> <p>Though it isn't a perfect example of mobile design, Curry’s mobile site packs the most important information at the top. </p> <p>Currently, it is displaying its January sales at the top of the page, separating everything into categories in anticipation of the user's needs.</p> <p><img src="https://assets.econsultancy.com/images/0008/2725/Currys.JPG" alt="" width="350" height="629"></p> <p>Unlike a lot of mobile sites, it does not require huge amounts of scrolling either, instead including a comprehensive side menu to guide the user onwards. </p> <p>The pros and cons of the hamburger menu are debated in greater detail <a href="https://econsultancy.com/blog/68673-five-apps-websites-that-ditched-the-hamburger-menu/">in a separate post by Ben Davis</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/2732/Currys_2.JPG" alt="" width="350" height="612"></p> tag:www.econsultancy.com,2008:BlogPost/68658 2017-01-03T14:34:00+00:00 2017-01-03T14:34:00+00:00 Why more brands should write like The Economist Nikki Gilliland <p>Here’s a bit of expansion on what I found interesting and the reasons why brands of all kinds should take heed.</p> <h3>Simplicity doesn't mean ‘dumbing down’</h3> <p>The first topic up for discussion was how businesses and brands can instantly improve their use of language.</p> <p>The general consensus seemed to be that, instead of thinking about the writing itself, the first step is to consider the person reading it.</p> <p>It’s a simple tactic, but certainly one that finance-related brands in particular fail to execute, with many using unnecessary jargon or complicated language to convey the message instead.</p> <p>Of course, there is the argument that the language used is a by-product of a complicated industry (like banking or technology, for example), and that making it any simpler would be a case of dumbing down.</p> <p>But on the contrary, I think it is the smartest approach. Often the most successful companies are the ones that speak in the simplest and least-complex terms. And as well as engaging and attracting consumers in the first place, this can also lead to a superior customer experience.</p> <p>Experian is a great example of a brand that uses clear and concise copy to aid the user journey.</p> <p>It is designed to be as simple as possible, replacing standard words and sentences with conversational phrases to help users understand better. Even its login form is designed with this in mind, giving the user a subtle nudge in case they've forgotten their username.</p> <p><img src="https://assets.econsultancy.com/images/0008/2596/Experian.JPG" alt="" width="650" height="614"></p> <h3>Avoid the ‘curse of knowledge’</h3> <p>The ‘curse of knowledge’ is a term used to describe when an individual unknowingly assumes that the people they are communicating with have a certain level of understanding on a given topic.</p> <p>Often, this is the reason behind unnecessarily complex copy.</p> <p>One thing that The Economist does is make its writing as tight and succinct as possible, often cutting down first drafts to avoid arguably redundant words like ‘top’ and ‘very’. By writing in this way, it ensures that a naïve reader is more likely to understand it, as well as someone with an existing amount of knowledge.</p> <p>Online investment management company, Nutmeg, also uses language to convey a sense of clarity and transparency.</p> <p>Instead of explaining what it can offer the consumer, it steps into their shoes, highlighting the questions they are likely to have and providing answers in a straightforward way.</p> <p>What's more, it does not try to hide potential pitfalls (such as the questions of the user doing it themselves) but deliberately points them out - something that the user will instinctively appreciate.</p> <p><img src="https://assets.econsultancy.com/images/0008/2597/Nutmeg_common_questions.JPG" alt="" width="650" height="309"></p> <p>Below is a great example of how Nutmeg deliberately avoids the ‘curse of knowledge’. Instead of assuming that the reader knows what diversification means, it provides the definition at the beginning of the sentence. </p> <p><img src="https://assets.econsultancy.com/images/0008/2598/Nutmeg.JPG" alt="" width="700" height="278"></p> <h3>Write like you speak</h3> <p>Finally, onto the question of how and why brands often misjudge their <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">tone of voice</a>.</p> <p>Speaking about language bugbears, Robert gave the example of airline companies placing a heavy stress on verbs when communicating with passengers, e.g. “Unfortunately, ladies and gents, we <em>ARE</em> experiencing a delay. This means we <em>WILL</em> be remaining here for the time being.” </p> <p>This type of thing doesn’t just happen when words are spoken out loud. One of my own bugbears is how brands attempt to reach a younger demographic by using certain slang words or phrases they <em>think will </em>resonate.</p> <p>Of course, this can be incredibly effective for brands that are built around a very specific tone of voice (and target a certain age bracket). Fashion brands like Missguided and ASOS, for example, use colloquialisms to reach a millennial audience – and they do it well. </p> <p>However, there are a lot of brands, again often financial, that sound superficial when they alter or change their tone of voice to try and reach a younger audience. It often comes across as cringy rather than cool.</p> <p>Alternatively, the best examples are brands that do not dumb down or try to be edgy, but ones that aim to be direct and relevant.</p> <p>Barclays is a good example, often discussing topics like student finance and graduating without being patronising or pretending to be cool. Its LifeSkills series – designed to help youngsters get the skills they need to succeed after school and university – is particularly good. </p> <p><img src="https://assets.econsultancy.com/images/0008/2599/Barclays.JPG" alt="" width="650" height="350"></p> <p>As well as being customer-centric, asking users exactly who they are and what they want from the service, it is engaging and conversational whilst being informative at the same time.</p> <p><img src="https://assets.econsultancy.com/images/0008/2600/Barclays_2.JPG" alt="" width="700" height="411"></p> <p><em><strong>If you'd like to improve your skills in this area, check out Econsultancy's <a href="https://econsultancy.com/training/courses/online-copywriting/" target="_blank">Online Copywriting</a> training course.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/68618 2016-12-15T14:46:02+00:00 2016-12-15T14:46:02+00:00 10 brands with a brilliant 'About Us' page Nikki Gilliland <p>This shouldn’t be the case. It presents a great opportunity to inject some personality while promoting brand values.</p> <p>So, what does a decent 'About Us' page look like? I’ve had a quick scout about to find the brands doing it well.</p> <p>Here are 10 brilliant examples to inspire you.</p> <h3>Cambridge Satchel Company</h3> <p>Cambridge Satchel Company might sound like the name of a business with real heritage, but having started in 2008 from the kitchen of founder Julie Deane, much of the brand's appeal comes from its humble beginnings.</p> <p>Its 'About Us' page highlights this to great effect.</p> <p><img src="https://assets.econsultancy.com/images/0008/2223/CSC_1.JPG" alt="" width="650" height="767"></p> <p>It uses large photography and short and snappy copy to explain the company's rapid path the success.</p> <p>Despite being in the third-person, the tone is personal, and the references to 'Julie' sound like they are from a friend or loved one rather than a stranger.</p> <p>It's not too in-depth either - users can choose to scan the timeline or click 'Read More' if they want.</p> <p><img src="https://assets.econsultancy.com/images/0008/2224/CSC_2.JPG" alt="" width="650" height="629"></p> <p>It's a great example of storytelling.</p> <p>Instead of explaining the company's values or product, it focuses on its successes, with the aim of inspiring others. Sort of like, 'if Julie can do it, so can you'.</p> <p><img src="https://assets.econsultancy.com/images/0008/2225/CSC_3.JPG" alt="" width="650" height="827"></p> <h3>Pret</h3> <p>Pret proves why even the most well-known brands should have an 'About Us' page.</p> <p>Sure, you can read the menu or read lots of information elsewhere, but this concise and conversational page tells you all you need to know.</p> <p><img src="https://assets.econsultancy.com/images/0008/2230/About_Pret.JPG" alt="" width="760" height="609"></p> <p>The copy is friendly and warm, using 'we' and 'you' to perfectly outline the brand's dedication to fresh food.</p> <p>Likewise, it effectively explains its charitable endeavours without sounding preachy or like it's bigging itself up.</p> <p>It's simple, but like <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy" target="_blank">Pret's wider strategy</a> - it's also very effective.</p> <p><img src="https://assets.econsultancy.com/images/0008/2231/About_Pret_2.JPG" alt="" width="760" height="601"></p> <h3>Pact Coffee</h3> <p>One of the main objectives of an 'About Us' page is to make a brand seem human.</p> <p>Pact Coffee does this by including a video of its founder explaining the company's core values.</p> <p>Not only does this give you insight into the man behind the brand, but the medium itself is quick and very easy to digest.</p> <p><img src="https://assets.econsultancy.com/images/0008/2227/Pact_Coffee.JPG" alt="" width="740" height="544"></p> <p>As well as conveying what the brand stands for, Pact also takes the opportunity to target customers.</p> <p>By using copy like 'we're here to help' - it highights its customer-centric values <em>and</em> prompts people to get in touch.</p> <p><img src="https://assets.econsultancy.com/images/0008/2229/Pact_coffee_3.JPG" alt="" width="750" height="579"></p> <h3>Dropbox</h3> <p>Dropbox explains its product in simple and easy-to-understand language throughout the entirety of its website.</p> <p>In fact, it does this so effectively that it wouldn't matter too much if it didn't have an 'About Us' page.</p> <p>However, it takes the opportunity to reassure users with visual stats.</p> <p><img src="https://assets.econsultancy.com/images/0008/2232/Dropbox.JPG" alt="" width="760" height="850"></p> <p><img src="https://assets.econsultancy.com/images/0008/2233/Dropbox_2.JPG" alt="" width="760" height="416"></p> <p>This helps to build credibility - drawing on <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> to instil trust in consumers.</p> <p>Of course, facts and figures can appear dull or characterless, but by including snapshots of employees and key people in the team, it reassures users that there are in fact humans behind the technology brand.</p> <p><img src="https://assets.econsultancy.com/images/0008/2234/Dropbox_3.JPG" alt="" width="610" height="658"></p> <h3>WeWork</h3> <p>Instead of an 'About Us' page, workspace community WeWork has a dedicated 'Mission' tab on its website.</p> <p>Here it succinctly explains the brand's core motivation.</p> <p><img src="https://assets.econsultancy.com/images/0008/2235/WeWork.JPG" alt="" width="760" height="463"></p> <p>Unlike other examples I've mentioned, it focuses a lot more on the goals it still wants to achieve, rather than celebrating its previous successes.</p> <p><img src="https://assets.econsultancy.com/images/0008/2236/WeWork_2.JPG" alt="" width="760" height="489"></p> <p>Building on the motivational aspect, it also directly lists the brand's values.</p> <p>There is an argument for this being a case of too much 'tell' and not enough 'show', however, it is still an effective way of weaving in information about the company's personal commitments, such as working in a tight-knit team and being grateful for success.</p> <p><img src="https://assets.econsultancy.com/images/0008/2237/WeWork_3.JPG" alt="" width="760" height="520"></p> <h3>Notonthehighstreet.com</h3> <p>Notonthehighstreet is another brand that uses video to illustrate its story, in the form of a two-minute advert specifically created for its 'About' page.</p> <p>Unlike a regular advert, it focuses on how the idea for the brand came about, bringing to life the story of its founders.</p> <p><iframe src="https://www.youtube.com/embed/BQ0c_-tn4c4?wmode=transparent" width="1280" height="720"></iframe></p> <p>It cleverly builds on the brand's reputation for being 'unique', even extending this to how it describes its emails.</p> <p>With the promise that 'our emails aren't like other emails' - it does a great job of selling itself.</p> <h3>Movember</h3> <p>Movember's page is a little childish - it overlays outlandish moustaches onto famous artwork - but it perfectly evokes the spirit and personality of the charity.</p> <p><img src="https://assets.econsultancy.com/images/0008/2249/Movember.JPG" alt="" width="760" height="582"></p> <p>I particularly like the fact that it is functional, too, including a handy menu so you can instantly get to a specific year.</p> <p>Likewise, it also uses lots of links to research and other helpful information - thereby providing greater value for users.</p> <p><img src="https://assets.econsultancy.com/images/0008/2251/Movember_3.JPG" alt="" width="760" height="525"></p> <h3>Airbnb</h3> <p>Airbnb is another brand that uses stats to create a visual representation of its success.</p> <p>For new customers who might feel concerned about staying in or hosting an Airbnb, it's hard to ignore the 2m+ people who already do.</p> <p><img src="https://assets.econsultancy.com/images/0008/2241/AirBnB.JPG" alt="" width="760" height="717"></p> <p>Striking a good balance between statistics and personal elements, it also lists comprehensive detail about the co-founders of the company.</p> <p>The design here is a little lacklustre, but the credentials of the people behind the company are surely impressive.</p> <p><img src="https://assets.econsultancy.com/images/0008/2242/AirBnB_2.JPG" alt="" width="760" height="715"></p> <h3>SourcedBox</h3> <p>SourcedBox is a <a href="https://econsultancy.com/blog/68545-five-ways-subscription-box-services-can-increase-customer-retention" target="_blank">subscription box service</a> that delivers healthy snacks and guilt-free treats.</p> <p>Founded by <a href="https://econsultancy.com/blog/68566-what-are-the-most-effective-channels-for-influencer-marketing" target="_blank">social influencers</a> Marcus Butler and Niomi Smart, it cleverly uses a YouTube video to illustrate the brand's origins.</p> <p><iframe src="https://www.youtube.com/embed/3RhBqNzCMG8?wmode=transparent" width="760" height="452"></iframe></p> <p><img src="https://assets.econsultancy.com/images/0008/2244/SourcedBox.JPG" alt="" width="780" height="431"></p> <p>One thing that stands out is that the 'Our Story' section is not separate or hidden elsewhere on the site.</p> <p>Rather, it is embedded into the main homepage, with a nice section of <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">user-generated content</a> below it to help prompt consumers to sign up.</p> <p><img src="https://assets.econsultancy.com/images/0008/2245/SourcedBox_2.JPG" alt="" width="780" height="346"></p> <h3>Yellow Leaf Hammocks</h3> <p>Lastly, Yellow Leaf Hammocks is one of the most comprehensive 'About Us' pages out there.</p> <p>It's another example of great storytelling, but instead of focusing on the founder or consumer, it hones in on the people who directly benefit from the charity.</p> <p>With integrated video and social media buttons, it is also one of the best in terms of design.</p> <p><img src="https://assets.econsultancy.com/images/0008/2246/Yellow_Leaf.JPG" alt="" width="760" height="636"></p> <p>What's more, it takes the opportunity to prompt readers to take action rather than just passively consume the information.</p> <p>It cleverly recognises that if people are invested enough to read to the bottom of the page, it's highly likely they will be keen to get involved.</p> <p><img src="https://assets.econsultancy.com/images/0008/2248/Yellow_Leaf_3.JPG" alt="" width="760" height="721"></p> tag:www.econsultancy.com,2008:BlogPost/68583 2016-12-07T15:00:00+00:00 2016-12-07T15:00:00+00:00 10 common traits of bad copywriters Ben Davis <h3>1. Too many exclamation marks!</h3> <p style="font-weight: normal;">Donald Trump is the perfect example! The President-elect fills his tweets with exclamations!</p> <p style="font-weight: normal;">F. Scott Fitzgerald likened the use of an exclamation mark to the author laughing at their own joke! Terry Pratchett described the use of multiple exclamation marks as a "sure sign of a diseased mind"!</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/2000/maga.png" alt="trump maga" width="450"></p> <h3>2. Bullet points that don't make sense</h3> <p style="font-weight: normal;">This bugs me every time. Your bullets should follow on from your lead-in sentence, and should not be capitalised.</p> <h4>Correct</h4> <p style="font-weight: normal;">Pearls can be found:</p> <ul> <li>in the sea</li> <li>at a jewellers</li> </ul> <h4>Incorrect</h4> <p>Pearls can be found:</p> <ul> <li>The sea</li> <li>Go to a jewellers</li> </ul> <h3>3. Formal words</h3> <p style="font-weight: normal;">The <a href="https://www.gov.uk/guidance/style-guide">GOV.UK style guide</a> advises the use of ‘buy’ instead of ‘purchase’, ‘help’ instead of ‘assist’, and ‘about’ instead of ‘approximately’.</p> <p style="font-weight: normal;">Plain English is important. Ditch the formal words.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/2017/formal.jpg" alt="formal" width="350"></p> <h3>4. Long sentences</h3> <p>Apparently, long copy outsells short copy, though you'll have to go and find the study yourself.</p> <p>Overly short sentences can indeed be cryptic, but long sentences are even worse (in my opinion).</p> <p>Check long sentences to see if you can split them.</p> <h3>5. The passive voice</h3> <p>'Accenture recently bought the agency Karmarama.' - The active voice.</p> <p>'The agency Karmarama was recently bought by Accenture.' - The passive voice.</p> <p>I'm guilty of using <a href="https://econsultancy.com/blog/65182-passive-vs-active-voice-time-to-end-the-copywriting-madness/">the passive voice</a> too often. You can spot it by its use of the verb <em>be</em> and a past participle. <a href="https://learnenglish.britishcouncil.org/en/english-grammar/verbs/active-and-passive-voice">Learn more from the British Council's summary</a>.</p> <h3>6. Too many adjectives</h3> <p>Here's an excruciating example I have managed to squeeze out of my keyboard:</p> <blockquote> <p>Visit our fantastically relaxing spa for a wonderfully chilled-out break with your favourite girlfriends!</p> </blockquote> <p>Too many adjectives can obscure the message you are trying to get across, making it difficult to take it all in at a glance. Overuse of adjectives is also arguably an attempt at 'telling' rather than 'showing'.</p> <p>You can't convince your customers of just how relaxing the spa is simply by adding superlatives. You need to add context, detail (what are the facilities?) and imagery.</p> <p><img src="https://assets.econsultancy.com/images/0008/2018/spa.jpeg" alt="spa" width="276" height="183"></p> <h3>7. Starting successive sentences or paragraphs with the same word</h3> <p>The word 'the' is seemingly innocuous, but if successive sentences or paragraphs begin with the word 'the', it can grate or seem inelegant (particular within long form copy).</p> <p>The solution is simply a quick proof. The act of running your eye down the left hand side of the page will quickly reveal any successive paragraphs that begin with the same word.</p> <p>The exception that proves the rule is when you're writing a deliberately repetitive piece, such as a list or an illustrative article about bad copywriting.</p> <h3>8. Banal or obscure adjectives</h3> <p>Adjectives are important, of course, but only if you pick a good one.</p> <p>If you ever watch cookery programmes on TV, you'll know chefs are always using banal adjectives - every ingredient is 'lovely' or 'nice'.</p> <p>"I've got some lovely carrots; some nice potatoes.." Needless to say, these chefs don't exactly scream personality.</p> <p>However, there are also people that go too far the other way, using adjectives that aren't commonly understood.</p> <p>When it comes to copywriting - your adjectives can bring life to a campaign, but they need to be just right, neither too banal or too recherché (obscure).</p> <p><em>The Trainline gets it <strong>right</strong> here</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1999/Screen_Shot_2016-12-02_at_08.37.19.png" alt="the trainline" width="615" height="399"></p> <h3>9. Misjudged humour &amp; wit</h3> <p>Pride comes before a fall.</p> <p>Many copywriters are brilliant at raising a wry smile by weaving humour and wit into their work. However, humour is subjective and writing elegant and funny copy is a tall order.</p> <h3>10. Poor formatting</h3> <p>Yes, formatting is the boring but essential thing that can make or break copy, particularly online.</p> <p>Break up your text, use the right font, include imagery, go easy on the bold. If in doubt, make sure to use your preview functionality.</p> <p><em>If you need help with your copywriting, check out <a href="https://econsultancy.com/training/courses/online-copywriting/">our training courses</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/68606 2016-12-06T10:47:00+00:00 2016-12-06T10:47:00+00:00 Six examples of Christmas email marketing from fashion retailers Nikki Gilliland <p>Here are examples from six top retailers, and for more on this topic check out these resources:</p> <ul> <li><a href="https://econsultancy.com/reports/email-census/">Email Marketing Industry Census 2016</a></li> <li><a href="https://econsultancy.com/training/courses/topics/email-ecrm/">Email &amp; eCRM Training Courses</a></li> </ul> <h3>ASOS</h3> <p>Like its <a href="https://econsultancy.com/blog/68573-seven-examples-of-black-friday-email-marketing-from-retailers" target="_blank">Black Friday efforts</a>, ASOS’s Christmas emails are designed to effectively engage its young user base.</p> <p><img src="https://assets.econsultancy.com/images/0008/2101/ASOS_email.JPG" alt="" width="500" height="539"></p> <p>As well as promoting continuing sales, it places a lot of focus on its gift guides, which is always a great incentive to get users clicking during the festive period.</p> <p>I particularly like the fact that it talks about products in relation to different budgets – one of the only emails I’ve seen to take this approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/2102/ASOS_email_2.JPG" alt="" width="500" height="552"></p> <p>Not only does this save shoppers from filtering prices on-site, but it also hints at the variety of products on offer.</p> <h3>H&amp;M</h3> <p>Instead of focusing on gift ideas, H&amp;M pushes the concept of ‘Christmas Jumper Day’ to entice users to shop.</p> <p><img src="https://assets.econsultancy.com/images/0008/2103/H_M.JPG" alt="" width="500" height="801"></p> <p>As well as promoting a core Christmas-related product, this also builds upon festive excitement.</p> <p><img src="https://assets.econsultancy.com/images/0008/2104/H_M_3.JPG" alt="" width="500" height="654"></p> <p>Of course, it might put off potential Scrooges or people that don’t like this sort of attire, however that’s arguably the danger of any Christmas marketing.</p> <p>Another feature to note is the continued trend of extending sales after Black Friday, with a 50% discount on gifts included at the bottom.</p> <p><img src="https://assets.econsultancy.com/images/0008/2105/H_M_2.JPG" alt="" width="500" height="552"></p> <h3>Debenhams</h3> <p>While it is still only early December, Debenhams appears to be stuck in Black Friday mode – choosing to focus on money-off discounts rather than any other kind of Christmas message.</p> <p><img src="https://assets.econsultancy.com/images/0008/2106/Debenhams_email.JPG" alt="" width="475" height="827"></p> <p>Its emails have so far been geared around its ‘Beautiful Gifts Week’ which, while we’re at it, is a rather weak slogan.</p> <p>The offer of 15% off gifts is enticing, however the emails are very one-sided, which could potentially put off customers who are tired of the sales.</p> <p><img src="https://assets.econsultancy.com/images/0008/2107/Debenhams_2.JPG" alt="" width="464" height="777"></p> <p>The gridlock design is also a little garish, with no real indication of the specific gifts customers can expect to find online.</p> <h3>John Lewis</h3> <p>So far, John Lewis’s emails have been the least festive in terms of design.</p> <p>There’s no real Christmas sparkle or pizzazz. Instead, it focuses on the retailers’ reputation for quality as well as its dedication to competitive pricing.</p> <p><img src="https://assets.econsultancy.com/images/0008/2108/John_Lewis.JPG" alt="" width="500" height="607"></p> <p>The lack of festive design isn’t a bad thing - it is quite subtle and still pleasing to the eye.</p> <p>Choosing to use a gift guide theme, the copy evokes different types of personalities and what would make the perfect present for them.</p> <p><img src="https://assets.econsultancy.com/images/0008/2109/John_Lewis_email_4.JPG" alt="" width="500" height="779"></p> <p>I particularly like this, as it makes the email feel more personal than other examples, giving customers something of greater value than the standard ‘for him’ or ‘for her’ guides.</p> <h3>House of Fraser</h3> <p>House of Fraser has quite a heavy-handed email strategy, bombarding users with a multitude of messages. </p> <p>As well as being a bit overkill, I’ve also noticed how some of the emails are a little confusing.</p> <p>Despite the email subject line of ‘Ultimate beauty gifts’, the below email is also geared around ‘luxury’ purchases.</p> <p><img src="https://assets.econsultancy.com/images/0008/2110/HoF_subject.JPG" alt="" width="354" height="76"></p> <p><img src="https://assets.econsultancy.com/images/0008/2111/HoF.JPG" alt="" width="500" height="615"></p> <p>What’s more, the inclusion of a coffee machine in between mostly grooming and beauty related items is a bit odd.</p> <p>House of Fraser clearly wants to promote a variety of products, however its conflicting message feels poorly judged.</p> <p>That being said, there is some nice editorial-inspired content and a hint towards personalisation.</p> <p><img src="https://assets.econsultancy.com/images/0008/2112/HoF_2.JPG" alt="" width="500" height="929"></p> <h3>Reiss</h3> <p>Lastly, I particularly like Reiss's email strategy for its customer-centric feel.</p> <p>Launching a '12 Days of Gifting' campaign - it offers users the chance to win simply by signing up.</p> <p><img src="https://assets.econsultancy.com/images/0008/2115/Reiss_4.JPG" alt="" width="550" height="661"></p> <p>Instead of promoting gifts and sales, it focuses on making the customer feel valued.</p> <p>With prizes including experiences as well as material items, it's also a nice fusion of the offline/online shopping experience - and a reflection of Reiss's multichannel approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/2116/Reiss_3.JPG" alt="" width="500" height="713"></p>