Emails We Love: UK Round-Up With Boden, H&M and Jigsaw

Posted on by Beth Negus Viveiros

This week, Emails We Love takes a skip across the pond, to see what several fashionable U.K. retailers with U.S. presences are offering in their email range.

Clothing retailer Boden’s email sign-up is easily found at the bottom of their home page. Entering your address there takes you to a page asking for your full name, gender and what ranges you’d like to hear about (mens, womens, kids or teens). Date of birth is also requested, with a “Mind your own business, I’ll keep my date of birth to myself” check box below. Why are they asking for DOB? A pop up window explains:

“We know a gentleman never asks, and a lady never tells, but we’d like your date of birth so that we can send you birthday offers, and make sure you’re old enough to use the site. If you’d rather keep it to yourself that’s fine, but we will need to make sure you’re over 14 to continue.”

A short time later a welcome email  from Boden arrives with a cheery “Big Hello and Welcome” headline, an explanation of their return policy and a 10%/free shipping offer on non-sale items.

Jigsaw London also offers a quick email sign-up from the bottom of its home page, but doesn’t really ask for anything beyond the email address. The welcome is equally spartan: a text only message that simply says “Newsletter subscription success.”

Two weekly emails have arrived from Jigsaw since, one with a striking photo highlighting the “Diane Maxi Dress.” When I click on the link, I’m taken to the main dress page. Another email highlights two different summer looks—the links take me to pages where I can conveniently find all the items and complete the style head to toe.

H&M, a mass market clothing retailer for the more bargain minded, offers a newsletter sign-up at the top of it’s home page. There, potential subscribers are wooed with more bells and whistles than either of Jigsaw or Boden. H&M offers an invitation to enter a $1,000 shopping spree, 20% off one item, and the promise of styline tips, fashion news and exclusive offers. In addition to email address, zip code, gender and year of birth, they also inquire as to how many children you have and their ages—all the better to tailor email offers.

The H&M welcome message delivers the promised 20% off coupon, good for three weeks from the sign-up date, along with links for everything from fashions to social media outposts to career opportunities. Subsequent messages run the gamut from a straightforward “SALE!” missive to an announcement that French fashion house Maison Martin Margiela is collaborating on a line with the retailer this fall.

What emails have you loved this week? Let me know at


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