Lookfantastic

Response

1. The easiest way to make the recipient aware of your other products is to use navigation at the top of the email. Use this to hint at the full range of products on offer but be careful not to overwhelm the e-shot with lots of product categories. Keep it simple so you don’t confuse the single, clear message you are sending out.
2. Use the information you have about your customers to your advantage. You know they have purchased before, you know their name. Adding this kind of information makes your service feel more personal and can increase the likelihood of customers building a relationship with Lookfantastic and not just the product brand.
3. Getting the language right in headlines is key to improving your response from the email (and converting click-throughs to sales). Achieving this is down to really knowing your target audience and what they are looking for. It is important to realise that the words your customers look for don’t necessarily tie with the product names you are selling or clever use of language in titles.
   
   The words used in the headlines in this email are a mixture. While ‘S is for Straight’ refers to a product feature and tells the recipient why they might want to buy, ‘G is for Goddess’ refers to a brand name and it's ambiguous as to what the product actually does.
   
   The question to ask is: what words do people scan for when looking for hair care products? Do they look for brand names, like Tigi or Bed Head; product types such as shampoo or conditioner; product features such as anti-frizz, adds shine, damaged hair, increased volume or even ingredients such as algae or mint?
   
   It is important to test different words with your target audience, both in direct research and by using the reporting features of your email system. Testing everything from subject lines to click-throughs on specific links will give you a clearer picture of what engages your recipients.
4. Ensure you have clear calls to action (in this case 'buy') for the recipient so they can purchase as soon as they are ready without having to look for where to click. Make sure the links go through to pages containing the product they have clicked on and not just the home page or other general page. You don’t want to lose them at this point.
5. Use at least some ‘plain text’ in the email. This will ensure users with images switched off will receive an email containing some information and realise they need to download the remaining images.
6. 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 so ensure this is included in all of your email templates.