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August 01, 2007

Gap Puts a Twist on its Subject Line

Gap_mens_email One thing we've learned about email subject lines is that the clever ones that win our hearts (as creative people) just don't convince consumers to open them up--at least not as much as the more straightforward versions.

And while this reality doesn't seem to deter certain brands from clever copy, I'm still trying to figure out what happened at email-happy Gap this week.

The subject line reads: The Top 6 Menswear Looks + Fall Sneak Peek

But check out the actual email (above). I was surprised to see a woman featured, but then noticed her boyish blazer. OK, they're being cute and putting the men's blazer on a woman. Then I read the headline, "Menswear with a twist," and the body copy, which tells me that this fall's trend for women's clothes is about tailored shirtdresses, vests and blazers with feminine details. Then it asks me to check out 6 styles -- for women.

So were they clever? Or just confused with their own promotion?

August 1, 2007 in Retail | Permalink | Bookmark

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Comments

It's cute, but I wonder how many women never made it past the subject line, thinking it was not worth their time?

It's tricky with email. People are so ready to ignore or delete them that you have to give them a good reason to read on.

I guess Gap has the advantage of a strong brand. If they have a history of sending relevant emails to you, then you might look at the email whatever the subject line says. In which case, you appreciate the nice twist. Sounds like exactly the kind of approach you'd want to test first, though, before sending it out en masse.

Posted by: Mark Brownlow | Aug 3, 2007 3:09:31 AM

It is interesting - in shoes this fall we also are saying that "Menswear" is going to be a big trend, but when we say that we mean that applying typical patterns/materials/etc. from men's fashions (houndstooth, for example) to women's styles is "menswear". So it seems that they've been talking to themselves about trends so much they forgot that readers haven't been in the same meetings...

Posted by: Dave Sims | Aug 7, 2007 5:30:22 AM

At 45, with 3 kids, I am a long-time GAP customer and actually pay attention to their emails. I keep waiting for GAP merchandise and Web site back to recover their former appeal. I noticed this email and winced - have they confused me for someone that actually shops for their husband? It was an unfortunate message.

Posted by: Mary Ellen Amodeo | Aug 7, 2007 12:10:24 PM

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