Best of Blue :: Compelling Enough to Click

The latest email from Kmart has an interesting feature that encourages clicks from curious subscribers like me. 

Although the main body of the message, which was focused on dorm needs (and camping), may lose some subscribers before they scroll to the bottom - I almost didn’t make it down that far.  With the elementary school set in my house, it’ll be long enough before we’re searching for dorm essentials.

The bottom of the message features the Best of Blue, which Chad White wrote about earlier this month.  “Shedding light on the great products Kmart has to offer.”  The links on the first question mark brought me to a page of jeans and the second link brought me to  a page bras. 

While I’m not in love with the placement of this feature in the message, it was interesting enough for me to click.  What if it was something I didn’t know I had to have?  Kmart has a great opportunity to get those clicks and keep subscribers engaged by providing relevant clicks.  It will be interesting to see how these links will play out over time.

I am curious to know what other links were possibilities.  Chad,  and others, care to weigh in?

Comments

[Chad White]

Why sure, I'll comment. It looks like Kmart, after introducing the Best of Blue earlier this month, is trying to train subscribers to scroll down to see this feature. If you know that it's going to be in many of their emails then you'll look for it and it doesn't have to be at the top of each email. Instead, you put it at the bottom and it drives folks to scroll down through the email, exposing them to other content along the way. Seems smart to me.

Musician's Friend, which has a similar feature, has theirs at the top of the right-hand column in their emails. But it's a lot smaller item graphically so it's easier to squeeze it in there without sucking up too much prime real estate. So there's definitely room to experiment with the placement of these click-through mystery deal boxes.