Focus on good practice

 

In this month’s email clinic we're reviewing three successful campaigns from 2007, looking at why they represent great examples of best practice.

Each campaign has been thoughtfully and accurately targeted to its audience in both design and content. They send a clear message, serve a useful purpose and importantly, provide something of value to the recipient.

At the risk of repetition it’s worth pointing out that each email includes the key details that form the basis of a legally compliant marketing email – the all-important, clearly visible unsubscribe link and company registration number.

 

Smart Monkey Marketing

This e-shot from Smart Monkey Marketing, a marketing and design agency, was sent out in July to announce the launch of their new website.

1. The e-shot not only raises brand awareness, its message reinforces the client/company relationship. The recipient is a valued customer or contact and Smart Monkey Marketing want them to be the first to see the new website.

2. The design is distinctive, clean and on brand but not overcomplicated, allowing you to gather information quickly from the page. Also, the key messages are highlighted, or linked, making it easy to scan read.

3. Rather than simply delivering Smart Monkey Marketing ’s message, the recipients’ needs and interests have been taken into consideration. The e-shot provides valuable information in the form of articles and advice on marketing and design and the website is pitched as a demonstration of best practice.

This makes the e-shot genuinely useful and positions Smart Monkey Marketing as a credible brand, willing to share its expertise.

Lookfantastic

Lookfantastic is an online retailer of luxury hair, beauty and cosmetic products and this e-shot from September aimed to promote and drive sales for the launch of a new product line.

1. The glossy-magazine style of the e-shot's creative is well placed – appealing to its predominantly female audience.

2. At its core, this is a very effective acquisitional e-shot, which aims to promote special offers to an existing audience. The recipient can click on each individual product image or special offer and is taken straight to a purchase page.

3. Lookfantastic gets its key messages across clearly and quickly using images and branding, rather than fussy explanatory text. Also, including the navigation across the top gives customers a quick route onto the site if they are not interested in the promotion in the mail.

4. The 'trust-earning' text at the top is also important to note. If a recipient can’t see the full image in their email client, the preview window will show this explanatory, identifying text telling them everything they need to know.

 

GoCompare.com

GoCompare.com is a comparison service that helps customers find the best insurance and finance deals. This e-shot is carefully targeted at people on their database whose car insurance policies are due to expire, aimed at encouraging them to source a quote through GoCompare.com

1. Whilst being a purely acquisitional e-shot, clearly this mail has been designed first and foremost with the recipients’ needs in mind. Points 1-3 offer valuable, easy-to-scan information, whilst reassuring the customer that the process is fast and easy. Overall, the content serves the customer’s purpose.

2. The subject line is the first thing the recipient will see and needs to both convey the content of the email and provoke an immediate response. 'You're running out of time to renew your car insurance' meets both of these criteria. What's more, remembering to renew your insurance can be a bit of a hassle, so this also adds value to the recipient by functioning as a helpful reminder.

3. GoCompare.com is competing against the recipients' current insurance provider, so a key strength here is the green 'Get a quote' button. It offers an immediate online solution and is instantly visible, even in the preview pane of their email client. The recipient doesn't even need to open the email to complete the call to action.

4. The minimalism of the design keeps continuity with the brand but also focuses the recipients' attention on the key message. It avoids wasting their time with unnecessary information or overcomplicated creative elements.

5. Again, the essential ‘trust-earning’ text is present, along with a reassuring privacy statement so the recipient knows why they have received the email and that their private information is safe.