We find that the best email results come from great imagery and clear, product-focused messages.
Dana Nappi Co-owner
In 2011, Phillip Nappi and his wife Dana decided to revitalize a tradition of shoemaking that Phillip’s grandfather, Peter, brought to the US over a century ago. The couple recovered Peter's legacy of craftsmanship and timeless design by producing their own line of classic, high-quality footwear and leather goods designed in Nashville and manufactured by hand in Italy.
And to market their gorgeous merchandise, the Nappis turned to Emma. When asked about their email marketing philosophy, Dana Nappi explained, “We find that the best results come from great imagery and clear, product-focused messages.”
That philosophy is made apparent by the high-quality design work the brand puts into every email. Their messaging is streamlined and full of eye-catching, stylish content.
They’re also incredibly smart when it comes to utilizing an array of features and best practices. For example, the brand recently started using a lightbox form on their website to collect email subscribers. “We’ve seen a lot of success from the lightbox form. It’s all about getting customer information, and the lightbox allows us to capture more emails and provide different things to our consumers, be it a first-time buyer code or an invite to a private party. It really helps us build up our database."
Here's a look at the fantastic automated welcome series (created with the help of our Services Team!) that they send new subscribers who sign up via the lightbox form:
Using the data captured from the final email, their team is able to even further segment their audience and ensure they’re sending the most personalized message possible. “When we segment our database – be that by gender, location or purchase history – we can deliver a much more targeted, relevant message and make our messages consistent to the customer.”
And their results are great – their automated welcome series boasts a 67% open and 30% click rate, and they average a whopping 56% open and 34% click rate across all of their campaigns!
Peter Nappi was also featured in our content piece "12 smartest emails to hit our inbox." Download it here.