Best Retail Email Message

To get consumers excited about back-to-school, Lands’ End offered a spectacular promotion for Backpack Day. Shoppers were treated to a generous 50% discount off backpacks and lunch boxes as well as free shipping with no minimum purchase. The email featured an animated gif that highlighted a variety of backpack styles and colors to satisfy the fashion needs of any student. The email also encouraged subscribers to participate in the Love Learning Art Contest where parents could enter their child to win $1,000 cash – a great way for Lands’ End to get consumer-generated content and truly engage their audience. The Backpack Day email generated a 14% higher-than-average open rate, a 98% higher clickthrough rate (CTR) and a 74% higher click-to-open (CTO) rate. In addition, the email had a 33% higher-than-average ROI.

Contributors:

Senior Director, Contact Strategy, Lands’ End:	Dan Rosenthal
Senior Email Marketing Manager, Lands’ End:	Chris Reynolds
Senior Execution Specialist Email Marketing, Lands' End:	Geoff Eidsmoe
Email Execution Specialist, Lands' End:	Kelsey Daykin
	Lands' End Creative Team
Yes Marketing:	Lands' End Account Team

YES MARKETING

Location: USA