Steal These BFCM Sections 🥷🏼

GM! Paperboy here 🗞️

For those of you looking to add personality/fun to your brand, check out some of Shinesty’s emails (partially NSFW). They do a great job of blending disruptive creative, product visuals, on-brand copy and other funny elements.

From my swipe files: BFCM sections

Forward this email to your copywriter & share the inspo with your designer. I’ll share the TLDR at the end.

#1 - Rebecca Minkoff $x & under - great for gifting cohorts.

#2 - Free People featured collection footer - if people don’t want the products in the email, help them navigate to products they do want.

#3 - Drunk Elephant clear CTA - this seems so obvious but make sure your CTA contrasts, and is super easy to find. The end of an email should tie back to the main CTA or a collection section (see #2). We’ve run AB tests for brands that don’t want to put CTAs and the variants without CTAs always lose.

#4 - Homesick sale banners - another obvious one, make your sale banners stupid simple to understand. Less time reading copy, more time shopping.

#5 - Cadets easy-to-scroll gift guides - make your gift guides fun & easy to skim. This email squeezes in 30+ products without feeling overwhelming.

#6 - MATE the Label lead with text - strikes a great balance of feeling personal, but then layering on lifestyle/brand. Personally I would have made the copy a little more concise and tied the benefits into the CTA (e.g. Shop 30% Off Activewear → 30% Off Organic Activewear)

#7 - Five signal badges - a great way to signal trust, offers, savings, discount codes and more without cluttering your email.

#8 - Jupiter countdown timers - I see so few brands use this because ✨brand💃🏼. AB test it now, thank me later. Need more convincing? Sephora, Ridge & Pela Case.

#9 - Brez gift card capture - win customers who already finished shopping. **Big brands only - don’t waste your time sub $5-10 mil.

#10 - Coach footer objection icons - make it easy to dispel any fears before the click.

TLDR - Make it simple to shop

• Emails should be easy to skim

• Products (especially new) on full display

• Sales very clear to understand

• Clear CTAs at the start and the end of emails

• Address core objections (shipping, returns, etc.) in footers/mini sections

• Give people an out if they don’t like the content (collection sections)

• Communicate deadlines & urgency

Happy BFCM planning scrambling season.

We’re hiring!

Our agency is on the lookout for account strategists & copywriters. If you like these emails and want to work with us at Bedford, send me a note! We’re 100% remote!

Meme of the Week

That’s all for now,
Paperboy 🗞

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