What Great E-Mails Do So Well …

If you have customer reviews on your site, make sure the members of your e-mail list are aware of this feature. Orvis called attention to its reviews in a recent e-mail with the subject line, “Rave reviews! See our latest 5-star customer favorites.”

Another thing I liked about this e-mail is it uses a variation of top 10 lists. Shoppers love to know the most popular items on a site. The copy under the main headline calls attention to the latest top eight most popular items.