I recently joined the e-mail list for wrapables.com. Below is a screen grab of one of the first promotional emails I received this week.
A few quick comments on this delivery
Some Nice Elements
1.Pre-Header: They have a link to an online version of the message. Good move, and something that should be present in all emails.
2. Social Media Options: Simple and clean buttons in the header to connect with the company on Facebook and Twitter
3. Navigation: As I pointed out in a previous post, this not only give the user relevant options for connecting to your site, but it provides you the ability to create meaningful segments later based on their click engagement.
4. Pricing Layout: Instead of just showing the sale price, they also have the regular priced crossed out. Nice way to help visualize the savings.
Some Areas of Improvement
1. Text to Image Ratio: In this email, the ratio is to heavy on images. This creates problems, as many email clients will block images by default. Even with Alt-Text, it can have a negative impact on the success of your email program. You can design an email that is more text driven while not hurting the aesthetic design intentions.
2. Subject Line: The subject line used in the email was 59 characters w/spaces. In general, this is a bit long. Of course you always want to test, and A/B subject line testing can help make nice improvements to your metrics. We see high engagement though with subject lines that are below 39 characters.
3. No Order Now Button: What I would like to see next to the price is an ‘Order Now’ button (or text link). While everyone hopefully clicks on the image or title to view the product, many won’t. Additionally, in some of our own tests, we’ve seen higher engagement with a clear button or text link for ordering.
While there is some more intricate improvements that can be made, tackling some low-hanging fruit here should improve the success of Wrapables’ email program.
(Click on image to enlarge)
