Just one thing...I know success begets imitation, but it's time for a look at the e-mail templates. The truth is that most of these sites rely on e-mail as their primary traffic driver. And yet, all seem to be stuck in a bit of a creative rut. The formula seems to be "four squares:"
|Gilt City's version. Stark, straightforward.|
|PopSugar gets in the mix; kudos to them for adding content to the squares., as well as good headlines.|
|ScoutMob jumped in this last week, and they appear to be taking no chances. Odd, when you consider their brand is so hip and a bit edgy, but their Shoppe (complete with retro naming) emails sure aren't.|
|The original. Yes, this works well for the Fab brand, but emulating the form in hopes of replicating the success seems a bit foolhardy.|
I could be very wrong. They could have A/B tested forty different formats, found that consumers responded far better to this, and that perhaps the consumers are dictating the response rate-generated format. Seems odd to me, however, given that more vertical flash sale sites (i.e. The Clymb) have not veered that direction. For now, the savvy shopper will endure the march of the clones.