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Andrew Seel
Andrew is Managing Director of content consultancy Qube. A successful businessman with 16 years experience in the industry, he’s been a Senior Editor at AOL as well as Creative Director (and co-founder) of award-winning interactive agency Getfrank. Qube creates and manages content for email marketing, web, mobile and print communications.
GAAPweb

GAAPweb is a leading specialist accounting and finance jobs site. Their database contains vacancies from over 500 financial recruiters from around the UK. The service allows jobseekers to find suitable accountancy and financial vacancies in one place online.

GAAPweb would like to use their email newsletter to position their company/brand as a thought leader within the industry; improve click-through rates onto the site and encourage people to enter an offer in order to gather data.

The target audience is recruitment consultants so they are very busy and GAAPweb needs to grab their attention quickly.

Analysis

  1. There is no logo. It's not immediately clear which company the email has come from or why I should trust it.
  2. At the top it says 'GAAPweb is the favourite for finance professionals'. Favourite what? What is the purpose of the newsletter?
  3. The headline says the newsletter offers 'news, trends and analysis we think you'll find useful'. It doesn't say in what area.
  4. The aim of the newsletter is to position GAAPweb as thought leaders. Having trends and analysis is good way to go about this. However, the three main feature headlines and summaries don't jump out as meeting the needs of the readers. They don't offer much of a benefit to click through.
  5. In the news heading - 'Raise a toast to GAAPweb' - don't congratulate yourself. Readers are generally more concerned about their own interests.
  6. GAAPweb would like to encourage people to go to the website, but when you click a link in the email it goes to a special section of the website which doesn't include the main navigation. You can only get to the rest of the website by clicking the logo which isn't very obvious.
  7. There is no call to action to book the special offer.
  8. 'May competition' doesn't really incentivise me to read more about entering.
  9. 'Want to be in the know' doesn't make sense when you read the summary.

Click on 'next ' to see what changes Andrew recommended ...
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