Campaigns we like: Etsy
09 May 2013
For those of you who have not been introduced to Etsy as yet, it is a marketplace. However, Etsy is more than a marketplace – as Etsy says: “we're a community of artists, creators, collectors, thinkers and doers.”
The theme of being a community is apparent within all of its communications. Continuity is key here as is personalisation. No one wants to be a stranger within a community – communities only work when people feel they’re known and appreciated. So let’s look to see how Etsy achieves this with its emails.
Psychologically, the Rule of 3 can be used to provide content. We’ve been conditioned throughout our growing years to myths and fairy tales being based upon three (3 Musketeers, Goldilocks and the 3 Bears, the 3 Little Pigs etc). Three bullets have been proven to be more effective than two or four, three is sticky and as we learn by patterns, three is the smallest pattern that can be created.
Sticky content + images galore
However, the emails have been designed to degrade gracefully within an email client so that the copy and call to actions are still viewable (and actionable) even with images off.
Not only that, but Etsy has created some lovely ‘sticky’ but simple copy, such as: Say Cheese! (subject line), So Gouda, Tray Chic, Devine Wine etc… all of these are easily understood and are quite catchy, yet also reflect the brand’s funky image.
Personalisation and community
So what about personalisation I hear you ask? Well, let’s have a look at the sentence in the top right of the email’s body: “today’s email bought to you by Taylor”. Click on the link and hey presto – meet Taylor! … otherwise known as Kelsey Taylor Weireter.
Yes – the email is from someone within the community – a real person, flesh and blood and with a profile! Such a lovely, but simple form of personalisation – which I think does the trick quite nicely.
All in all, in my opinion, Etsy has a nicely thought out and executed email programme.
Kath Pay, co-founder, Plan to Engage
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