Retail Email of the Week: ExOfficio Stays Cool

ExOfficio, a technical outerwear retailer, demonstrates in this email how it can help customers keep cool and comfortable.

Mailer Name: ExOfficio
Date Emailed: July 20, 2017

There’s no time better than the middle of a long, hot summer to promote a product that meets a need. ExOfficio specializes in manufacturing and selling clothing that helps people deal with heat, as well as sun and insects.

This email from ExOfficio is meant to get the customer back outside, regardless of the weather. “Shop Sol Cool Today. Explore the World Tomorrow” reads the subject line. Below the header and navigation bar, a single image shows a woman and man hiking on a rocky shoreline. They’re wearing clothing from a special ExOfficio collection.

“IT’S SOL COOL,” the headline reads. The email goes on to explain that the apparel is made with “Icefil technology.” According to the email, it’s versatile enough to help the customer “be ready” for a wide range of weather.

If that copy is good enough to intrigue a customer, two call-to-action buttons are positioned below the text, one each for men and women. In addition, there’s a notice of a 15 percent discount under the photo to sweeten the deal.

To convert the hesitant and skeptical, the advantages of the fabric are spelled out in more detail using the two people from the photo. Each is shown separately in the Sol Cool clothing they were wearing above.

For example, one benefit called out highlights the UPF 50+ sun protection afforded by the clothing. “BLOCK IT OUT,” the copy says. And the copy explains “KEEP YOUR COOL” like this: “When you sweat, the fabric creates a cool, minty sensation.”

Rather than duplicate the CTA buttons above, the email gives the customer a chance to purchase the specific look featured in the photos. Tapping the “SHOP THIS LOOK” button clicks through to ExOfficio's website for those items.

The Takeaway
It can’t be said often enough: talk about and show how a product's features specifically benefit your customers.