Cyber Monday appears to have been a tremendous success this year. USA Today reports, “Online retailers had their biggest day ever on Cyber Monday as holiday shoppers drove sales up 30% vs. the same day last year.” Hopefully you were able to get your share of Cyber Monday business with your email marketing efforts.
Collectively, we received hundreds of emails on Cyber Monday and I wanted to show you just one and share a couple email marketing lessons with you. I received the email below from Eversave with the subject line: Two ways to save on Cyber Monday!
Here is what I thought:
- The subject line intrigued me. Two ways to save on a Daily Deal? Must be good! Unfortunately, the two ways to save were not made clear in the email. $2 off any save was obvious, but where was #2? I THINK it is buried at the bottom of the picture: Combine with Save Rewards specials for even bigger savings!
The Problem: The connection between the subject line and Call(s) to Actions was not clear.
The Lesson: Make sure your subject line is clearly representative of what your email contains.
- The body of the email was clean and simple. Many holiday emails are cluttered with images and text which can become overwhelming. However, the text was included in the picture itself. Yes, there was alt text behind it for those who did not download images, but the text didn’t need to be in the picture because it was all in Arial. Arial is a websafe font and could have been included as text instead of as part of the image. I like to be able to copy and paste promo codes to make sure they are exactly right. While it is unlikely I would have messed up CYBER, I would have preferred to be able to copy the text.
The Problem: Websafe fonts were used in the image for no apparent reason.
The Lesson: If you are going to include a lot of text in an image, be sure you have a well thought out reason for doing so.
Overall, as you have probably guessed, the Eversave email didn’t thrill me. The design wasn’t the worst I’ve seen, but it was far from the best. The text in the image didn’t have any purpose. My biggest complaint is, of course, that the 2 ways to save were not clear.
The Result: No sales from me for Eversave. I didn’t even click through to see if the 2nd way to save was more clear on their site. They lost me with their confusing subject line and lackluster email.
Apply the lessons from the Eversave email to your Holiday Marketing to avoid becoming just another deleted opportunity.