Dove sent their email newsletter to me late last week. It looked pretty, but on closer inspection, I saw that the email made 5 errors that are each easy to make and easy to avoid. These include consideration for blocked images, copywriting, calls to action and social media integration.
Mistake 1. The blocked image version. In this email, everything good is blocked including headlines, sub-heads, and calls to action. Read earlier posts about this bad example and good example – they are clearly easy to avoid.
Fix: Tell the client/Marketing Manager to chill on the ‘headings as images’ instruction and use normal type in web-friendly fonts for all the heading and sub-heads you can. Don’t send an email that has all your calls to action as images – they vanish and you’ve just wasted hundreds (or I bet in Dove’s case) many thousands of dollars. Use pre-header text to describe the content and best deals in the newsletter.
Mistake 2: The email newsletter itself. This email is confusing and suffers from poor copywriting. Generic and dull, the biggest error is the copy ‘Sign up for the latest Dove news’ but: no instruction on the process of sign up, and no link to sign up. No consequence if I don’t. Invisible call to action. Lack of direction. Flat design elements. AND it’s from ‘noreply@’ again. See our last post on this and why it’s a terrible idea.
Fix: Use engaging clever copy. Hyperlink all places you expect an action. Be clear and describe what you want them to do, when, how, and why. And describe what will happen if I don’t, ‘If you don’t register for My Dove, we will never email you again’. Bring the call to action up from Antarctica and make it clearly part of the pathway through the email. Have more than one call to action too if you want to get maximum clicks.
Mistake 3: A truly arduous registration process, and lack of explanation of why I need to go through this. You already have my email address and permission to use it or I wouldn’t have this email – so what’s ‘My Dove’ and why aren’t I on it? I had to try three times to get the form to submit… and THEN I got the second page…! Although relevance and targeting are great, asking for this much information will lower completion rates and impact on database size just at the wrong time – when you want me to like you.
Fix: I’d suggest you first get me on board, then thrill me for a couple of issues, THEN ask me to fill out your forms to collect preferences once you’ve earned my time.
Mistake 4: Where’s your social media?
Fix: For a brand using a digital agency with strong social media preference and nearly 400,000 likes on Facebook, there is a big hole here. Two way sharing – join us on Facebook and Twitter, and Share this to your own Network, would brighten, modernise and provide more ways to get Dove in front of a wider audience. See other posts on ways to do this:
Mistake 5: The online version has a confusing URL – this is not a Mens Survey! (http://dove-mens-survey.hollersydney.com.au/email/january/promo/?online=1) and malfunctioning personalisation.
Fix: It’s simple to create a single instance of the campaign that is minus personalisation and link to that. You can use that one as the archive link on your website too if you need one there.
That’s a wrap, look forward to lots of comments and more examples of campaign you love and loath. And why.
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