I regularly receive marketing messages from Molton Brown and am always impressed with the layout, content and attention to detail. They really seem to have thought of everything. The message I’m writing about can be viewed here.

Starting at the top, they tell me I should add their address to my address book to keep their messages out of my junk folder.  There is also a hosted version and the opportunity to view a text version if using a Blackberry.  Then, there is the familiar “Share This” link which gives me the opportunity to share the message via every Social Network known to man and more.

Moving down to the main content, they start with their “Our Gift to You” to you section which tells me I can get free delivery, a free sample and free gift wrap…so far so good.  Next we come to a navigation bar which replicates the navigation on the main site.  The main body of the email then goes on to bring some of their products to life by explaining how they are used, and not just in isolation, but together, thereby driving multiple product purchase.

All Molton Brown’s messages also tell you where your nearest store is and provide the store’s phone number and opening hours, so they are also driving footfall to stores in  addition to online sales.  At the bottom, there are handy customer service and forward to a friend links, along with a quick and easy unsubscribe link and a freephone number to call as well!

I really cannot praise Molton Brown’s email messages enough, the look and feel and the tone are carefully considered and in my mind they are always on-brand and consistent with their website.

Rupert Harrison
News International