An email analysis: What we’re loving and hating this week
As you probably know by now, email marketing provides a fantastic ROI – almost £24 for every £1 spent. But due to the sheer amount of companies, people and spammers sending emails, it can be hard to stand out in the inbox.
Here are a few emails I have received over the last few weeks. I like these emails, and their landing pages, for various reasons, as you will see underneath. Here is this month’s email analysis:
This email is from popular coffee chain Costa coffee.
There are many things I like about this email: -
- The personalisation – Dear Amy!
- The attempt at remarketing – We haven’t seen you for a while…
- The offer – Double Costa Card points
I clicked ‘I want 2x points’ and was taken to the following page:
I really like this landing page. It’s loud, bright, and includes a prominent call to action. I would’ve liked the CTA to stand out from the page more – the pink button on a pink background doesn’t really jump out at me. But overall I think this landing page works well.
This next email is from Graze.
Graze will send users boxes of healthy snacks through the post, based on their likes and dislikes.
This email is clearly trying to remarket the service to me, as I tried a free trial, but didn’t continue with the service. I like the simplicity of this email – they get straight to the point, don’t mess around, and tell me what the deal is. I didn’t even have to scroll.
The call to action is bright, in a prominent position, and there’s only one – so the recipient won’t get distracted.
When I click the CTA, I am taken to the following page.
Now, this isn’t technically a landing page/microsite, but ultimately I have landed on this page and I am presented with new information.
What really strikes me is the pop up. Even though the web page isn’t bespoke for email recipients, the pop up is. Again, there’s a prominent call to action, and a reminder of the original offer.
This is an email from technology company Samsung, who are advertising their new speaker system.
I think this email is my favourite of the bunch. The (almost) all black email may not be to everybody’s taste. But the covering of the speaker, the sneaky peak, and the bright blue CTA entice me, and I want to click. I want to see more of the speaker. And the CTA makes me feel special – I am the first to know about this new fantastic speaker.
When I click the CTA, I am greeted by this page.
Finally, I can see what the full speaker looks like. I can also easily see the specifications and related products. But most of all, Samsung have made it nice and easy for me to find my local stockist.
This CTA works – the colour stands out, it’s easy to use and understand.
Map My Run
Map My Run is an app which tracks where you run, and how long for. You can then compare how you’re progressing on your social media sites. They usually send me emails reminding me that I haven’t been running for a long time – much to my shame. But this email is different.
This email is encouraging me to get involved with a competition.
The email uses great, impactful images, and although text looks boring at first glance, once you have read it, you will fully understand the competition.
Again, the CTA pops from the page, and tells the recipient what they should do.
Once clicked, I am taken to this page:
The landing page uses the same colours, images and overall structure as the original email. I can understand how the competition works in more detail. And I am given another CTA that I am instructed to click. The second CTA takes me to ANOTHER landing page, on which I am instructed to enter my contact details and sign up.
This sign up form could’ve been placed on the first landing page for maximum effect.
What do you think about these emails and their landing pages? Do you agree with me? Let me know what you think below. Or come and get involved on Twitter: @Wired_Marketing.