Mack Weldon is a well known mens basics brand selling things such as t-shirts, underwear and socks.
This post highlights a before and after email design for the brand and, while we may be partial, we think the redesign serves the brand well.
Here are some things to take note of in the Before version seen below:
- It contains three paragraphs that are well intended, but at the end of the day, most people simply don’t read large amounts of text. People tend to scan, and there’s nothing about the text section that is scannable or that remotely stands out.
- The Customer Favorites section just doesn’t feel exciting or desirable.
- The try on guarantee is extremely easy to overlook, when in reality, it’s an important psychological element for first time customers.
We’ll touch more on our redesign down below.
Email Redesign Before and After
The new email design intentionally does several things for Mack Weldon:
- The hero image is visual and highlights the brands core offerings (socks, underwear and t-shirts).
- The Reinventing Mens Basics section takes the three key elements from those original text paragraphs and makes them digestible and quickly scannable.
- The Try on Guarantee stands out and doesn’t feel secondary
- The products section has a bit more life to it and will likely prompt a higher level of interaction
If you’d like to see a video walkthrough of this before and after email design, feel free to click play below.
A Word of Caution
When founders or managers get too close to the brand, they often find themselves getting very text heavy an wanting to share all of the things that feel “important” to them.
That’s great and all, but at the end of the day you have to consider the action you want the customer taking. Do you want them reading about the history of your company or do you want them to get prompted to click and shop?
There’s plenty of time for bonding, but with these initial welcome emails, getting a customer to take action is going to be what’s relevant for 99.9% of ecommerce brands.
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