Our new look Style Bible emails and web presence
by Natalie Martin
We have been producing a monthly e-newsletter for our home shopping client Freemans for a few years and it’s called the “Style Bible”. The purpose of the newsletter is to position the brand as a fashion expert and to give the customer value added content in the form of videos and advice. It also needs to look different to the rest of the email plan (whilst retaining Freemans branding) so that a customer recognises it and looks forward to receiving it. At the beginning of the year we decided to revisit these aims and decided it was time for a re-design.
I was delighted to be put in charge of this and have really enjoyed the challenge. We have updated the look of the newsletter to make it look fresher and feel more like an editorial magazine. Each month I work with both Freemans and the Red C studio to produce a Style Bible that is jam-packed with news about the latest fashion trends and bodyshape advice. Getting under the skin of the customer is important when it comes to briefing and as someone who is interested in fashion; it’s definitely enjoyable because I get to research the latest looks and trends!
During the process of re-designing the Style Bible it’s been really important to remember our market and who the customer is. That’s why during the design we have taken into consideration the results from 3 years worth of Heatmap Analysis of the Style Bible. Heatmap Analysis allows us to view which areas of the email are most clicked and generate the most demand, which means that we know what content works for the Freemans customer and even the position of the content such as videos and click through buttons.
The new design and content of the Style Bible has paved the way for Red C to be tasked with creating an online version of the newsletter on the Freemans website. The Style Bible online pages have been designed to reflect the editorial look and feel of the e-newsletter and the added-value content that we use in the emails on a monthly basis i.e. videos about styling and body-shapes, trend advice and press cuttings. The online pages were launched this week and look great! They add a lot of value to the website for the customer and will also improve the customer journey from click through from the email to the website. These pages also play an important role in improving the SEO of the website. The pages were designed with SEO in mind by being created in a blog format; this enables Freemans to archive all the pages on the website, allowing Google spiders to find a larger quantity of keyword rich text; and as a result, increases the website’s Google rankings.
The Style Bible email and online pages are already proving to be a success as in the last couple of months we have seen improved results from last year. However, we will keep making sure we learn from each email by doing analysis and thinking of new ideas and content. In fact… I must go now and research the latest trend – Double Denim!
Tags: Digital Marketing, Direct Marketing Agency Manchester, Email Marketing, Email Marketing Agency, Freemans Style Bible, Grattan Style Bible, Internet Advertising, Manchester Advertising Agency, Manchester Marketing Agency, Marketing Company, Online Marketing Agency, PPC Agency, SEO Company
