A bitesized evaluation of email marketing promotions

1. In my Inbox Issue 001 Jan 2009 TAGS: Email marketing, user experience, campaign evaluation, gmail, retail, John Lewis, UK Dr. John McCarthy Customer Experience Architect http:// www.lida.com

2. The Key Good feature Bad feature

3. In the inbox Subject line with a “Time limited” theme “ From” recognisable brand name

4. Email without images “ Add to address book” to prevent Spam filtering Web alternative Colour contrast is not accessible No key message or hierarchy without images

5. Email without images Unnecessary duplication of the site navigation Pointless link in an email client Key action panel should be visually bounded Good clustering of key actions Double underline effect

6. Email with images Good copy for the call to action Clear action button Image reinforces the subject line Image reinforces the subject line

7. The landing page Design carried through to a landing page ..persuasion copy should have been included in the email ! Good persuasion copy Clear access via the main navigation These don’t look like links

8. In my Inbox Issue 001 Jan 2009 TAGS: Email marketing, user experience, campaign evaluation, gmail, retail, John Lewis, UK Dr. John McCarthy Customer Experience Architect http:// www.lida.com