Just opened this email from Hollister and I have to wonder…Subject line:Fresh new styles just hit the Pier, check out what's hot for Spring! There's no content really, no product. Just one image, of a half naked pretty boy with 3 links – the main image going to the homepage and the "dudes and bettys" links. So why have they done this? Are they hoping people's natural curiosity will just encourage them to click through? That would get their click-through rates up but would it increase transactions? One reason I thought that it could be is because, no matter what I do when I send out emails, the highest click-through is always the menu link and it's always the women's one, and it's always the one that brings in the most transactions and the biggest revenue. Why do I spend SO LONG making a beautiful email with great products on if the customer is just simply going to open the email and click the first link they see? It's like Hollister have got a great game plan: 1) Get hunky guy photo 2) Put it in a email with 3 link options 3) Watch cash roll in. I can't remember if I specified I was a dude or a betty, I don't think they customise based on sex; anyway I think guys wouldn't be offended as they'd see the guy as someone they'd aspire to be like. As 80% of men's clothes are bought by women you can almost bet there's a much higher percentage of women on their list than men. Obviously I can't speak for all online clothing retailers so this is just from personal experience but I'm very curious to know if ASOS or boohoo have similar experiences with their content and what generates the most click-through and revenue.