La Mer is a luxury skincare line that has been touted as a “miracle cream” and been used by celebrities galore. This post highlights an email redesign that better reflects the brand itself and the reputation that they have.
La Mer is in no way inexpensive, but it has a reputation to back up the price tag. But when you’re asking people to pay hundreds of dollars for a cosmetic product, especially over the Internet, you have to have your A-game in play from a visual and communication standpoint.
Here’s part of one of their original Welcome Series emails that a customer would receive after signing up to receive email updates.
This email isn’t bad; you might even call it average. Granted, La Mer is anything but average, which is why we wanted to elevate the look and feel for this particular email.
There’s a headline. There’s lots of copy. There’s less than exciting product images. Nothing too exciting, which is why we’ve given it a facelift (pun definitely intended).
Here’s a look at one of the emails we’ve redesigned for them.
The email redesign features a bold headline followed by a very small amount of text. This may feel like a small tweak… but then again, brand after brand falls victim to utilizing too much text. We call that… “Everyone Cares about My Brand and What We have to Say Syndrome.” Hint: most people don’t care or read.
In this redesign, you see a large feature image that almost makes you imagine what it would feel like to rub the cream between your fingers.
Below that, there’s a secondary headline that features the word “Luxury,” which is a psychological trigger for the reader. They are going to be paying top dollar for the product, and we need them to have the right mindset. And it works.
The product image was given a background treatment and given its own row so that it didn’t feel so… average. The cream swipe above Add to Cart almost wants to make you feel the product in your hands.
Email Redesign Comparison
Email Redesign Exclusions
You may have picked up on the fact that our email redesign for La Mer contains less information.
Because, as they say, less is more.
But why did we leave out what we did?
- Find Your Regimen – As a new customer, there’s a strong possibility that 1) they have no clue what those products are and 2) they aren’t committed enough to remotely consider (or pay for) a La Mer regimen.
- afterpay – It would be very easy to have the thought, “Include afterpay. The product is expensive and people might value seeing that in the email.” While that is a valid point, afterpay is a detractor for two simple reasons: 1) it instantly makes you think about price, and 2) it’s inclusion takes away from other, more primary, clickable opportunities. Because at the end of the day, we want people clicking.
We feel as though this redesign better showcases the brand (luxury), gives the reader better direction and also provides several clickable moments.
While opinions are always great, it’s important to test redesigns and, if you’re like us when it comes to email marketing testing, you never settle and are constantly curious. To see additional examples of email enhancements that we’ve created, feel free to contact us.