It’s not often that I get the perfect email – one that beautifully illustrates all of the various different points we go on (and on) about in designing effective emails that sell. But I got one this morning! And here it is.
So let’s look at this from the top…
- Subject line. Arguably the most important part of the email, the subject line should entice the recipient to engage with the message and, if you are not viewing the content in your preview pane, to open the message. Fail.
- Sender name. Different commentators argue that the sender name is now more important than the subject line in getting engagement. At least this sender has included an alias but just the company name??? Surely something a bit more personal… And take a look at the email address. I don’t know about you, but that does not look to me like someone I know or would want to trust.
- Sent to. I’ve not got the first clue who =?utf-8?Q??= is, but I don’t know how to pronounce it and I certainly don’t answer to it. Is this personalisation gone wrong? Who knows. big fail.
- Content. Finally! Lets have a look at the message… Oh well.