Banana Republic stepping up on email program
Not only has Banana Republic been working in overdrive on creative approaches the past eight months, but it has been testing, testing, and testing some more. Long trapped in a format of simply presenting offers and highly image-based email campaigns, Banana Republic has not only hit its stride, but also stepped up the game for retailers. The brand is doing some of the best ongoing work I have seen using things like animated gifs, time-based sales that are just hours long, gender segmentation, and taking creative risks by making creative appear to be broken or incomplete.
Starting with more in-store opt-ins, immediate thank-yous, welcomes, and well-paced marketing engagements, the brand has not only kept the hearts and minds of its customers, but also brought the fun aspects back to why we are all so drawn to its fashions and marketing.