MAKE IT POP!: GSFs Cut the Layer Cake

Does this scenario sound familiar?:
Marketing: “We need to add another submessage to the 12/10 mail.”
Creative: “What!? We’ve already got five submessages in the 12/10!”
Marketing: “The VPs want to include gift cards.”
Creative: “Pass me another brownie, please.”

At this time of year, just as our waistlines bulge with too many holiday sweets, so our emails bulge with too many holiday submessages, stacking into unruly creative layer cakes.

I love cake. I also love a powerfully-packed multi-message. However, more than three pieces of cake – and more than three vertically-stacked submessages – make me queasy. (Did somebody say “garage sale”!?) That’s why this week, as a bookend to my holiday navigation post, it’s all about the GSF—the gift services footer!

Below, REI,, Macy’s and Crate & Barrel cut down on submessage layer-caking by finishing their emails off with smart little GSFs, fitting an average of four messages into the space of one. It’s like a super-dense, double-chocolate brownie!

REI, Dec. 4
REI's GSF, Dec. 5
Amazon's GSF

Macy’s, Dec. 5
Macy's GSF

Crate & Barrel, Dec. 6
Crate & Barrel's GSF

(1) Umbrella your GSF with a benefits-focused headline.
(2) Use equi-sized modules for easy last-minute message swap-outs.
(3) Link to your website gift center. It’s a great catch-all for gift givers.
(4) Promote gift cards. They’re so hot right now!
(5) Surface gift services —the unique ways you help make holiday shopping easy.
(6) Detail order-by dates, particularly as we approach mid-December.
(7) Dynamically generate local retail store info to drive brick-and-mortar traffic.

I look forward to breaking brownies with many of you in Park City next week!

Until then,
Lisa Harmon

–>Read other Make it Pop! posts.