With the League Cup Final Coming…
 I received this email into my inbox today and was quite impressed with it. Okay, so some of it lacked a bit of quality. If you’re going to put dear in the email you might as well add a customisation field so that I get my first name as well.That aside, they have some clever bits in there working behind the scene. Firstly, they have filtered through their contacts to only send to recently active users of their dreamteam game (just in case you were wondering, I’m doing terribly. I blame injuries).
As well as that, the message also makes you feel like you have a special offer because of your involvement in the dreamteam game, meaning that you sit up and pay more attention to the message. The second offer in the email also gives the whole message a sense of urgency as the game is on Sunday, meaning that if the recipient is interested in the offer they won’t mark it to read later and potentially put it out of mind never to open again. Instead they will either take action this weekend or probably not at all. They potentially missed a trick though. As part of the dreamteam game, you can choose which club you support. Now as the League Cup final is this weekend, The Sun could’ve perhaps added another personalised message into the email which only went to Tottenham and Chelsea fans enticing them further to back their teams. Apart from that though, a nice simple email with good use of list segmentation and a deadline to the call to action. A nice little campaign. Not that I condone betting you understand. Although 2-0 Chelsea, Anelka first scorer does sound tempting… |
February 22nd, 2008 at 4:52 pm
(Shakes head) Not this time. 1-0 to Spurs, Berbatov. It’s time for a change at the top, and Spurs are up for this. Chelsea are still toying with hopes of Premiership and Champions League titles.
On another note…the footer text is long? And is there a clear and easy way to unsubscribe…the only link seems to be to the privacy policy? Can’t tell without a closer look though.
February 22nd, 2008 at 5:28 pm
That also wasn’t the end of the footer either.
That’s quite strange you should mention that. I’d just read a post on the aweber page (www.aweber.com/blog/email-marketing/email-footer-mistakes.htm) about email footers and unsubscribes that had made me start to assess that part of the email. The unsubscribe really is a bit far fetched. They didn’t even link through to the login page for you to go and unsubscribe. Good spot.
Though you are right on those two points I cannot agree with you on your first point. Instead of engaging in some banter over the merits of why Chelsea will be lifting that trophy on Sunday, all I’m going to say is we’ll see who’s right come sunday evening….