In this month’s case study, we look at the new product announcement email from Allen Edmonds. We break down the email to see which parts work and what doesn’t work for the email.

This email is image heavy, which is a contrast to our last case study of the confirmation email from The Hustle that was content-heavy.

Product announcement email: What was good about the email?

top product announcement email

Product announcement email – top half

1. Big images

The first thing that we notice about the email are the large product images. Since the point of the email is to introduce customers to the new line of shoes, the large images make the shoes the focus of the email. The images are not standard product images with a white background, but showcase two different colors with an appropriate background. This creates more interest in the images and grabs the reader’s attention.

2. Clear call to action

The “Shop New Styles” call to action is featured prominently on the images. This keeps the experience very simple as customers know exactly what to click and where to go next.

The call to action button visually stands out from the image, while keeping with the style of the brand. A clear call to action like this will help you drive more traffic to the product page on your site, which in turn helps improve conversions.

3. Layout and navigation

The layout of the email works really with brand colors, a logo at the top, large headlines and labels, and different sections in the email. The top navigation mimics that of the store website. This makes the experience consistent between the email and the website. This also helps people navigate more easily as they get more familiar with how the navigation is structured.

The headlines above the images give a succinct description and attributes of the new sneakers. The “dress sneakers” describes the product positioning, and the attributes outline what customers can expect from the new line of sneakers.

In the bottom half of the email, the store policy on shipping and returns is highlighted. Many stores choose to highlight this at the top of their website and emails. However, since free shipping and returns have the limitation of being available only on domestic orders, highlighting it at the bottom of the email works better.

bottom product announcement email

Product announcement email by Allen Edmonds – bottom half

Lastly, similar to the website, the email contains contact information and links to Allen Edmonds’ social profiles for customers to get in touch and learn more about the brand in different ways.

Product announcement email: What was bad about the email?

1. Lack of personalization

The email is not personalized for the customer or around the content at all. The email is not addressed to anybody, and is not signed by a person. This makes the email seem impersonal and part of a bulk process. Even though almost all emails are managed en masse, adding names can humanize them.

When you send your product announcement email, you can address it to the customer’s name. You can also have somebody appropriate sign the email – like the founder, or the person in charge of product development.

If possible, you can also add content relevant to the customer’s previous purchases. For example, you can include something along the lines of, “Hi Harvey, we hope you’re happy with the X shoes you’ve purchased from us in the past. We are launching two new styles of dress sneakers, and wanted to share the news with you…”

This helps people feel like the email was specifically geared towards them, and creates a better customer experience.

2. Content

The content between the two images is not very interesting, and easy to gloss over since it is one blob of text. You can narrow down the content you put in the email, and break it down into bullet points, or separate paragraphs to make it easier to skim.

You can also bold the text for things you want to emphasize within the content.

Product announcement email: What got us to click?

The strongest part of the email are the large professionally-done images, and the clear call to action buttons. The images do a good job of visually providing an idea of what the sneakers look like. And we know exactly where to click and what to do next with the buttons.

Product announcement email: Takeaway

In this email case study, we broke down the new product announcement email from Allen Edmonds. The email had mostly good things working for it. This included large images of the new product and a clear call to action. Another good thing was the fact that the email layout and navigation mimicked that of the online store website. The layout was simple and the focus on images helped the email accomplish what it was supposed to – getting us to check out the new shoes.

There were only a couple things that didn’t work for the email. First was the lack of personalization where neither the customer name was mentioned, nor was there a personalized signature for the email. The second issue was the copy included between the images which didn’t grab attention in its paragraph form.

All in all, this is a good template for new product emails. Is there something you do differently in your product announcement email? Please tell us in the comments below.

Posted by Jai Sangha

Jai is a regular contributor to Sell with WP, and helps merchants improve their WordPress eCommerce businesses with plugin reviews, marketing or customer service tips, and tutorials.