Mar 03 2009
Where To? Urban Outfitters Knows the Way
I just loved this email I recently received from Urban Outfitters, and thought I’d share some of my thoughts about it with you all.
Scrolling through my inbox, the main image of the Urban Outfitter “Where to?” campaign grabbed my attention above all the others. For those of us on the East Coast, it’s been a long winter. Nevertheless, spring is in the air, and Urban Outfitter’s image of the ocean popped out at me. The creative inspired me to open the email and daydream a little about being on a beach where I could forget about the economy and relax.
The “Where to?” campaign is a great example of using attractive photography and creative marketing to engage your subscribers to open your emails.
Because I took the time to look at the picture, I saw that Urban was advertising friends’ top picks for the season based on their travel plans. Their approach of using friends’ favorite items was a clever take on viral marketing, used in this instance to market a number of different products. Even if the recipient does not have any trips planned, the items fit different personalities as much as they fit the destinations selected.
