Thursday, 28 April 2011

Royal wedding emails we love

The old adage is true, be careful what you wish for. I had initially lamented the lack of royal wedding merchandise.But that was back in November. Since then we've been subject to a deluge of royal wedding-related memorabilia, including this £10 plastic tray spotted in a souvenir shop outside the London Eye.

Wills & Kate tray

There have also been plenty of royal wedding emails from marketers keen to boost sales ahead of the big day. Here are three that caught my attention. Feel free to send me your favourite Wills & Kate emails--and why you love them. We'll do another roundup in an upcoming blog post, email

Why we love it: Think Channel 4’s alternative to the Queen’s Speech at Christmas and you’ll get the gist of the Firebox email. Titled “Wills & Kate: 100% Unofficial Merchandise with FREE UK Delivery!”, the Firebox email has everything for those who like their royal weddings with a pinch of salt. Presented against a backdrop of cheerful bunting, there are “Thanks for the day off” commemorative plates and Royal Wedding Top Trumps that rate guests on their age, style icon-ness and VIP status. If you want something less cheeky, there are Union Jack sky lanterns and a royal wedding heart mug.

Why we love it: Did you know that if Prince William were to get married before his 25th birthday he would have needed the Queen’s consent? No, neither did we, but thanks to Cosyfeet’s themed email we do now. Cosyfeet, a seller of extra roomy footwear, sent an email to its customer base with details on occasionwear to celebrate the royal wedding. The email, with the subject line “Cosyfeet magazine - Issue 8 - 10% off selected footwear” included a number of other factoids about the royals—as well as that all-important special offer. These features combine to give Cosyfeet real inbox staying power.
Why we love it: Breaking away from email marketing convention, this missive from gifts etailer has no immediate call to action in the subject line. However, with the title “Weddings, weekends and winning” the recipient has a clear idea of what’s on offer. The wedding is clearly the royal wedding, with themed products including badges, biscuits, and bunting. The weekend is covered by travel bags and passport holders. And the win involves taking part in an Easter egg hunt. As the win element was consigned to a small graphic at the top right of the email, we would have liked to see more made of it. But otherwise this was a delightful email that made us long for a cream tea and a street party.--MT

No comments:

Post a Comment