Retail Email of the Week: Kate Spade’s Graduation Inspiration

Fashion retailer Kate Spade's latest email takes note of a momentous upcoming occasion for many women.

Mailer Name: Kate Spade & Co.
Date Emailed: April 26, 2017

The subject line for this email, "these will go great with her cap and gown,” appears in lower case. It’s a typical practice from Kate Spade & Co., matching how the brand renders its name on everything. The approach continues in the pre-header text, “notebooks, tassel earrings and more,” which offers additional information about the merchandise shown above. It also includes a link to Kate Spade's website to begin shopping.

The email itself focuses on showcasing items that a friend or relative may want to buy for a soon-to-be-graduate. The headline at the top of the email signals the change in her status: “school supplies,” with “school” struck through.

The rest of the headline provides food for thought for the shopper. It answers the “why” for the buy: “for first impressions, in-person interviews and that new job.”

Products displayed in the body of the email, fittingly, cover a wide variety of uses, from fashionable to practical. All images click through to the appropriate product page, as does the single call-to-action button.

Besides trademark Kate Spade handbags, graduates can stand out wearing a pair of blue heels, a watch or earrings. Items like paper notebooks, gold dot file folders, and an alligator letter opener bring a touch of whimsy to the office.

Another option appears near the bottom of the email. The customer can purchase an e-gift card for the graduate, so she can discover what designer product appeal to her.

The Takeaway
Use special events, like graduations, birthdays, holidays, etc., to reposition some of your brand’s products and services.