I have used Netflix for years, but recently I tried RedBox at my local grocery store for a quick flick. After joining their email list, I have noticed some very nice elements that they are implementing to leverage the email channel.
Nice usability, focused communications, integrated landing pages, some ‘small-touch’ best practices and more. There are many things going well here for RedBox.
Let’s look at a few elements from the email screen grab below:
1. Pre-Header: You should always link to a web version, but offering a ‘mobile device’ option is a nice addition.
2. Navigation: In a previous post I commented on the benefits of navigation in your email. Here, they provide 4 primary nav links that are consistent with their site. How Redbox Works, Find A Movie, Find A Redbox, Reserve Online. Simple, to the point, and relevant.
3. Design: Clean, consistent with their brand, and welcoming.
4. Focus: They have a clear focus here; to highlight the new release. (in this particular email it was the movie “New in Town.” They provide an image, movie description, and clear call to action to reserve it online…
5. Landing Page: You can have a great email, but if your landing pages are not integrated then you are not getting maximum benefit (and hurting your email efforts). Here, they take you to a page specifically about the movie with the option to search for availability at your local RedBox location (and of course then reserve it online). Not every company executes this well. In a previous post, I pointed out some landing page mistakes by William Sonoma.
6. Forward to a Friend: Nice option in the upper right. I may not be interested in this particular movie, but my friends may be.
Upper fold of RedBox New Release Email (Click Image to Enlarge)
Landing Page for ‘Reserve Online’ and Movie Image (Click Image to Enlarge)
