Hewitt & May

Response

1. You only have ten seconds to catch the attention of readers once they open an email so it is important to consider what stands out. Create one key message as the main focus for the email and present this clearly for the reader –firstly in the subject line, then reinforced in the headline.
   
   Although the January sale/money off message does stand out, it loses impact due to the multitude of other messages presented at a similar size, all competing for attention.
2. Join ‘Up to 40% off’ and ‘January sale now on’ together and display them across the page. This will give them more chance of being seen within a user’s email client (eg Outlook). Users can often only see the top-left half of the email.
3. Create a hierarchy for the messages so they don’t all blur into one. Enlarge the size of the main offer in relation to the subsequent copy so readers know what to look at first.
4. It the reader is sold on the offer straight away, make it easy for them to buy without having to scroll/read any further. Put a ‘Buy now’ button next to the main offer.
5. If the reader is not yet ready to buy and needs a little more convincing they can scroll down and see further benefits (‘Free delivery’, ‘Free silk tie’).
6. Bring ‘Classic V1’ and ‘shirt’ together on one line. This makes it easier to scan and read.
7. Give the offers lower down the page clear buttons to enable the reader to find out more.
8. Ensure all links go directly to the relevant product pages where there are clear links to start the buying process.
9. Use at least some ‘system text’ in the email. This will ensure users with images switched off will receive an email with some information in and realise they need to download the remaining images.
10. Add your full registered company name, country of registration and registered office address at the bottom of the email. Companies without this risk a fine if reported.