Black or Midnight? Scarlett & Jo's Latest Newsletter Makes the Choice Easy
Overview of the Newsletter
The newsletter from Scarlett & Jo, sent under the subject line "Black or Midnight? That's Not the Only Decision… 🖤💙", centres on a single feature: the Soraya dress, offered in two colourways, Black and Midnight. The email opens with a "This or That?" banner and a prominent "Shop Now" call to action, followed by a price breakdown that shows how much shoppers can save depending on their membership status.
The message then moves into a short product story, presenting the dress as a combination of luxurious velvet, flattering design and effortless elegance. It closes its product pitch with a question, "Which will you choose?", before turning to the main promotional message: the benefits of becoming a VIP member of The Scarlett & Jo Club.
The newsletter goes on to explain how VIP membership works, calculates the total savings available on Soraya, and introduces a limited-time birthday discount code to celebrate the brand's 11th birthday. It ends with an "Important Notice" section explaining how each membership tier's discount is applied, followed by footer content that includes social links, the company's mailing address, opt-out information and a link to reviews.
In summary, the email has four main parts:
- Product showcase: the Soraya dress in Black and Midnight, with a call to action.
- VIP membership pitch: 20% off, free UK Standard delivery and other benefits for 12 months.
- Birthday promotion: an extra £11 off with code BIRTHDAY for eligible VIP members.
- Discount information and legal footer: how each discount applies, plus contact and unsubscribe details.
The Product: The Soraya Dress
Soraya is the featured product of the campaign and is presented as a versatile piece available in two colours. The Black version is described as a timeless classic, while the Midnight version offers "elegance with a twist." The choice between the two forms the central idea of the email's "This or That?" theme.
Key Features
- Fabric: luxurious velvet, which gives the dress a rich, elevated look.
- Sleeves: softly draped kimono sleeves that add movement and a relaxed elegance.
- Neckline: a feminine crossover neckline that flatters the silhouette.
- Waist: the signature MagicBand waist, which is part of the brand's design identity.
- Overall style: designed to make looking fabulous feel "wonderfully effortless."
Pricing
The newsletter lists the following prices for Soraya:
| Customer Group | Price |
|---|---|
| Standard (Buy Now) | £135.00 |
| Members (10% off) | £121.50 |
| NHS (10% off with code NHS) | £121.50 |
| VIP (20% off) | £108.00 |
| VIP with BIRTHDAY code (£11 off) | £97.00 |
For VIP members who have not yet redeemed their birthday gift, the total saving on Soraya comes to £38 compared with the standard price. The email notes that the birthday code is valid for orders of £85 or more, applied before the membership discount.
The Store: Scarlett & Jo
Scarlett & Jo is a London-based fashion retailer operating online at scarlettandjo.com. The newsletter identifies the business as based in London, with a registered mailing address at 1 Kings Avenue, London, N21 3NA, United Kingdom. The brand's communications reflect a focus on dresses and occasionwear, with the Soraya piece presented as a signature design.
Membership Programme
The brand runs a loyalty scheme called The Scarlett & Jo Club, which has several tiers:
- Members: 10% off every order, with registration available on the website.
- VIP: 20% off every order, free UK Standard delivery and additional benefits lasting 12 months from the date of purchase. The annual VIP membership is listed at £39.
- NHS: a 10% discount for NHS staff, applied by entering the code NHS at checkout.
Member and VIP discounts are applied automatically at checkout, both online and through the Scarlett & Jo mobile app. This suggests that the brand has invested in a shopping app to support its loyalty programme.
Anniversary Celebration
The newsletter highlights the brand's 11th birthday, which is being marked with a promotion. Eligible VIP members can use code BIRTHDAY to receive £11 off, provided they have not already redeemed the gift. The promotion is presented as exclusive to members of The Scarlett & Jo Club.
Customer Engagement
The email directs readers to a "New Arrivals" section and a "Reviews" page, indicating that the store encourages browsing of its latest stock and displays customer feedback. The brand also maintains social media presence, as shown by the links in the footer, and is active in promoting its community through its club.
Trust and Transparency
The newsletter states that recipients opted in via the website and provides clear instructions for updating preferences or unsubscribing. Its use of a full mailing address and copyright notice reflects standard practice for UK email marketing.
Conclusion
The Scarlett & Jo newsletter combines a focused product promotion with a clear argument for joining its VIP club. By presenting the Soraya dress in two colourways and showing a step-by-step price breakdown, the email encourages readers to choose a dress and a membership tier at the same time. The birthday promotion adds a time-sensitive incentive, and the transparent explanation of discounts helps customers understand how much they can save. For shoppers interested in occasionwear with a London fashion identity, the Soraya dress and the brand's membership benefits make this email a compelling offer.
