SPOKE, a brand specialising in high-quality and (comparatively high) price points, have an interesting email game.
and:
and even:
But headline puns aside, they pulled a great pattern interrupt out of their pocket over the weekend.
I'll save the plain-text vs design-led debate for another email, but SPOKE aren't afraid of switching things up once in a while.
The image reads:
Hi there,
Hope you're having a cracking Sunday.
A quick non-trousering update from the product team here at SPOKE towers: you can now get £18 off when you buy two Oxford Shirts.
They're available in your pick of 40 sizes and five colours, all cut in a soft, premium stretch cotton. A smart-casual staple, and the perfect way to start your early season wardrobe refresh.
Click here to be taken straight to them. And if you have any questions at all, just shout.
Keep well,
Sallie
Product Guru
SPOKE
I think this email is spot on. The tone of voice is casual, friendly, and a distinct one-on-one conversation compared to the usual billboard ads that drop into the old inbox. It's brief, doesn't take itself too seriously and links directly to the product (twice). The discount is automatically applied, too.
I wouldn't be surprised if this email converts well—the plain text lends itself to primary inbox placement, and the discount, although not incredibly generous, may be enough to persuade people to buy.
SPOKE aren't Primark-style discount, and they're not high-end designer, but they offer a huge range of fits and high-quality fabric, but it comes at a price.
£160 for two shirts isn't your multi-pack Next workshirts, the staple of many an office worker, but for those willing to pay extra for good fit and quality, SPOKE are a great choice—they know their market and play to it it.
Of course, there are changes I'd make...
"Hi, there" doesn't get things off to the best start—especially when they have my details and could personalise the greeting. In my view, the benefits of personalisation outweigh the slight conversion hit asking for first and last names would bring.
The product description is a bit cliche—I'd have tried to inject a little more personality into it and also talk about the benefits of this soft, premium stretch cotton. No one wants to spend all day in a shirt that's a touch too tight—it wouldn't have taken that much
Finally, I'm not a huge fan of the "Product Guru" job title...
Now I get it, I’m fussy, and I'll always be on the lookout for things to improve, yet this is a great example of an email done right—more brands should take inspiration from SPOKE!