By: Wendy Hernandez
There is only one email newsletter that I read religiously. I would love to tell you that it is something enlightened like David Suzuki’s newsletter, or something from Times or Singularity HUB. But the truth is: I am a Gooper who not-so-secretly worships at the temple of Gwyneth Paltrow.
Established in 2008, this powerhouse luxury lifestyle brand has survived tons of criticism. There is the constant snickering at the high priced merchandise, the criticism over GP’s out of touch contributions, and let’s not forget how she broke the internet in 2014 when she announced the she had “consciously uncoupled” from her Coldplay frontman husband, Chris Martin.
Eye-rolling aside, the newsletter created by the Goop team pretty much checks off all the HOW TO CREATE A BEAUTIFUL NEWSLETTER boxes. Witty subject lines like “how to get sh*take done” grab your attention even before opening up your email. Once you do, there is a sleek, minimalistic layout that balances enough “sell and tell” with pictures and insightful content. Gifs have also been included in some newsletters for an extra pop of visual goodness. Recipes, fashion, advice – it’s all there in one beautifully wrapped package.
I can’t say that there is anything that needs major improvement, but if I had to pick two things they would be the following:
The Skimm, a daily newsletter that rounds up information from all over the world has a great feature that allows for instant sharing on social media platforms, directly from the snippet in the newsletter. Although the Goop newsletter does include social sharing icons, they are quite small and found at the very top and very end of the communication. Since a large portion of what Goop does is give advice, I could easily see them adding a “Goop This” at the end of one of their more visible posts.
Improved inbox layout
This one is more of a pet-peeve. As an email marketer I test and test again to make sure that my subject lines are not too wordy or spammy, and more importantly that the subject line and subsequent text populated by Gmail flow together. I’m not sure what email marketing software Goop is using, but there seems to be an oversight somewhere because when you preview the email in your inbox, instead of an additional descriptive text after the subject, there is a long string of code.
This seems really off for a brand so keen to keep their messaging clean and clear on all platforms. The subject lines would be much better served if they added an additional “sell” text.
For example, after the “goop goes pop” subject line they could include text like “fizzle, sizzle, pop: goop is all about our Valentino collaboration”. This additional description would be especially useful for first time subscribers who may just pass over the email based on the subject line alone.
Now, if the other 72 newsletters that I subscribe to could just add some Goopyness to their messaging, they may spare themselves the fate of ending up in my trash folder.