Topic: Bad Email – what not to do, and how to do it

How hard is email marketing really? I mean, you get a list of people, take a blank email and load it up with pictures and words about your products and services, link to your website and send the email out right?

Um…. only if you have the intent to send really terrible emails that will harm your deliverability, and create a bad perception of your brand for your subscribers.  Email is still one of the most effective marketing channels out there and it can do amazing things for conversions, sales, ROI… if you put just a bit of time and effort into it.

However sadly most people take the ‘slap it together’ approach and this only serves to work against you long term. So seeing as I am always writing about best practice techniques and how to do email marketing better…. I thought I would do the complete opposite and list the ways you can do email really terribly to make my point…

aintnobodygottimeforthat

 

Below I list all the ways that are guaranteed to ensure your email marketing program dies a slow painful death:

Purchase lists and upload them and blast your emails out to everyone – they all want what you have, they just don’t know it yet!
Don’t bother having a mobile version of your email or incorporting a responsive design
Don’t bother including alt text on images to tell people what they are about, people should just download the images
Don’t include an unsubscribe link – these people obviously need to be receiving the information you are sending
Sender score? What’s a sender score? If you don’t know about it, it doesn’t exist, therefore don’t worry about it
Include merge fields and don’t check them – people don’t mind if the email says ‘dear first name’
Don’t worry about testing, it’s enough you lay the email up and make it look good, shouldn’t it just work?
Don’t bother doing any analysis – just a lot of numbers and mumbo-jumbo – just watch the unsubscribes
Getting someone’s business card gives permission to email them so collect, collect collect, and send send send!
Send emails without a call to action – the awesome information in your email is enough
Preference centre – what’s a preference centre? Just have one type of email and one list of people and they all get to receive what you send….
Don’t take the time to identify inactive subscribers – just keep sending them emails, they are probably just busy, they’ll open them eventually
Save out a previously sent email to create a new email, which increases your chances of you sending the email out without updating the links
Keep content boring and be sure to avoid anything interactive, engaging, fun or surprising, just stick to sending those limited time offers
Ask for your customers preferences and then disregard the data  - isn’t the point to ask people what they want, you don’t actually have to do anything about it?
Take all that stuff off the footer – it just takes up extra space and people can Google that stuff anyway
Don’t test in Litmus – it’s not important to see how the email displays in different email clients and mobile devices – I’ll just test to my email address and its good to go
Don’t bother checking any of the links in your email campaign, they’ll be fine…
Send a plain text auto responder welcome email with something bland such as ‘thanks for subscribing’ with no branding or important information
Personalise each and every email subject line and greeting with the persons name just because you have it – subscribers love that
Don’t include a pre-header link – just jump straight into the email itself – it just takes up space, why is it there anyway?
It is all about your marketing goals so remain completely centered on promoting your company and don’t worry about what the subscriber wants
Send as many emails as possible – if in doubt of the most appropriate sending frequency, just email away
Don’t bother including dynamic content (Dynamic content, what’s that?) Just send the same information out to everyone, too complicated to figure out  any form of personalisation or targeting
Include important information and links below the fold (The fold? What’s that?) so that people have to scroll down to the bottom…  people love scrolling
Don’t make it easy for your subscriber to click through to your landing pages or website, or find what they want, and don’t include an obvious call to action, and remove any helpful navigation. (Customer journey? What’s that?)
Make links really small and close together and make it really annoying especially for mobile users who are reading your email on the go. People love a challenge.
Use 14 point font, make some font bold, some italic, even comic sans and non web-safe fonts, and use lots of different colours to really make it stand out, the more attention getting the better
Strip out any recognizable logo’s and be very inconsistent in the look, functionality and branding of your emails from one to the next. Better still don’t use a template or use branding at all!
Even better, just stick an image into a blank email and send it out. No alt text, no template, no branding, nothing. Emailing your PDF flier out as one big JPG is a great idea!
Use a from name that you know who it is but is not obvious to your subscribers, like Barbara Smeath @idaily.co.nz, if you keep them guessing they will have to open your email
Best thing ever – to stop people unsubscribing, link them to a login page so they need to login to the account they made 10 years ago and have forgotten about to unsubscribe. It becomes so hard they don’t unsubscribe! Win!
In addition to that, forgo signing up for feedback loops or ignore the unsubscribe requests for as long as possible and send them more emails in the meantime in case they change their mind

After you have done all of this, be sure to include links to your social profiles so people can connect with you on there and share their terrible experience – just be sure to ignore them and bury those comments…

OK now we have had a walk down bad-practice lane, it’s honesty time folks – do any of the above points sound anything like your email marketing practices? Are you ready to step it up? Email the experts to see how you can dramatically improve your email program, improve your deliverability and make all your subscribers really happy!

When the DMA and the EEC sent an email to talk about their upcoming conference this morning we were a little taken aback with what we received.

We might be all the way down here in New Zealand but after 12 years we know our way around email design best practice… and this wasn’t that.

Turns out there was some kind of error somewhere, so we thought we’d try to help and jump in and make it look a bit more like email marketers would expect to see from their guiding lights.

Check out the before and after shots below (you need to click to enlarge them to full size) and please let us know what you think in the comments below or via @JerichoCrew on Twitter:

BEFORE:

Click the image to see the full version

Overall, the original design was quite disorganised. The main focus in terms of imagery seemed to be around the location of the conference, rather than the content. And we’re unsure what re-purposing the classic ‘Got Milk?’ advertising campaign adds to the communication.

The images used are quite rough and, in places, have been stretched disproportionately to fit a gap. The headshots used for the speakers are of varying sizes (which again makes the design look rough/messy) and are laid-out in a way that means they aren’t associated with their corresponding text (profiles on the left).

The various logos aren’t given space, making the composition quite cramped. The main call-to-action for this communication should be to register, but although it features at the top of the email, it doesn’t really stand out and is given no more prominence than the other calls-to-action.

 

AFTER:

 

Click the image to see the full version

We looked to simplify the layout and make it easier to follow. The conference name and date are given prominence, with supporting imagery which ties in with the content of the event, rather than the location.

We used a short blurb to explain what the event was about, followed by the call-to-action, in orange, so that it stands out. We placed the speakers’ images with their profiles and gave their logos space to breathe. The speaker section is followed by the same call-to-action. The reason for this, is that we don’t want recipients to have to scroll back to the top to take action – we’re making it easy for them to do what we want them to.

Our secondary calls-to-action (Join EEC and Join DMA) then follow this and are treated in a way that they are still obviously clickable, but they don’t detract from our primary CTA.

What do you think?  We hope they use it, or at least let us have another try at a design they will use.  Watch this space.

Jericho’s Deadly Email Sins

We often talk about all the good things you can do with email marketing in this blog, however we don’t often mention all the things that can go wrong with email marketing.  There is a balance between getting email very right and very wrong, and a balance between focusing on the technical details vs. the creative and fun.

So we have made up our very own list of ‘email sins’ based on the biblical deadly sins.

Pride
Writing your own eDM content even though you know you’re not a writer, just because you want to retain control. If it’s not your thing, hire a copywriter… or if you don’t have the budget, find someone in the office that is a good writer.

Greed
There are too many companies that only send emails all about themselves and about their products or services and just try to sell, sell, sell. Instead, make sure your messages deliver value to recipients. For example, if you’re a sporting goods manufacturer, don’t just send emails that sell your equipment. Instead, try to teach people new techniques when it comes to working out. 

Sloth
Don’t fill your email with boring content and not make any effort. Not all your subscribers are as excited as you are to read about your products, services and news. So put some effort in. Tell a compelling story, and hold their interest with humour, controversy and interesting facts.

Wrath
The positive benefits of personalisation will quickly turn negative if your message begins with Dear [blank]. No subscriber thinks you personally sat down and wrote them a message, but your recipients should be able to expect that you at least get their non-personal personalisation correct.

Envy
Don’t try to copy someone else’s style just because you like it… create your own email personality. Develop a tone and look and feel that is unique to your company. Each company has their own style, and a humorous tone that works for an agency may not work for an insurance company.

Lust
Some email marketers think they can use the low cost of sending emails as a chance to send to every email address in the universe. Others buy lists and try and re-subscribe those recipients who have unsubscribed. Sure sending to 5 million people might widen your net, however you will get lots of recipients who may unsubscribe anyway, and mark you as ‘spam’ which will damage your reputation and open rates. It is much wiser to send relevant emails to segmented databases to people who actually want to hear from you. 

Gluttony
Putting EVERYTHING possible in your email and making it as long as your arm just gives your recipients email indigestion. And you risk losing their attention part way through your looonnnng email. Instead, consider putting snippets of information in your email and putting extra content on landing pages, or even link back to stories on your website. Alternatively you could send shorter emails at more regular intervals.

If you want more, you can read Hub Spot’s take on deadly email sins here

Today we have received a lovely email from Anytime Fitness with a great deal. However we couldn’t really identify said deal from their email…

 Some of our staff go to this gym and they are great, and their staff are lovely. However from the email we received from them today, we identified a few things they could do to improve on their email campaigns.

 

 

1) Font color. Their header font is white and their footer font is black. And the blue link in the footer is almost impossible to read. It is always important to ensure that you stay with your brand look and feel, and stick to consistent design, font colors, etc.

2) Font size. This font is OK but any larger and can have the tendency to look like spam. Be aware that the optimal font size is 10 or 12 (This is what we stick to when designing emails) and if it is any bigger it usually gets picked up by spam filters.

3) Watch your use of jargon. Note the sentence “You are able to use your access fob…” Now I have spoken to someone who attends the gym and even they don’t know what the fob is. Always watch your use of jargon.

4) Template. You may have seen some of the stunning templates we get to put together for clients at Jericho. They are structured, have a set width, includes images that catch the eye, they are structured into tables that help certain elements stand out and makes everything easy to read. More importantly, spammers don’t tend to use templates, instead choosing to use line after line of plain text. So this only serves to highlight how this email could have been improved by a template.

5) Centre Aligning. I think this came and went with comic sans.  It is very difficult for people to read so be sure to keep things left aligned.

6) Lack of prominent offer or call to action. We here at the office are struggling to identify what the offer actually is and where to find it in the email. And what do we do now? Where is our clear and simple call to action? One of the most important things to include in your email is information that answers these questions – who is this from, what is it for, what’s in it for me, and what do I do now?

7) Line height. It doesn’t help that the font is large and centre aligned, however we suggest increasing the line height to improve readability.

8) Contrast. The contrast of black on white generally is quite hard on the eyes – we suggest using a softer colored font, or a subtly colored background.

9) The main thing we noticed was what initially appeared to be Name and contact number fields that hadn’t been filled out correctly. The words in capitals do say ‘your free membership links’ so I was expecting to see links to something that gave me free memberships.  So I thought this was a matter of them not having checked the email correctly before sending. However after looking at the email 10 more times I see that it is actually where I need to input the names of 6 of my friends and then reply to the them with that information… Not many people look through emails more than once, so if they were like me they will miss this entirely. I will now reiterate the importance of having a clear call to action as mentioned in point 6.

10) I will give them this - they had a catchy subject line that was clever and worked well, and the email did pass all the tests on litmus that we ran it through. Litmus is the service that tests your email campaign against all major spam filters and will tell you if it will pass or fail the filters requirements, and gives you grades accordingly. Any number of things can influence this such as having all images or all text, or words such as ‘deal’ free’ sale’ and ‘$’.

So you can see how the little things can make such a big difference. We hope you use this as an opportunity to review your own campaigns and look out for the little things you could do to enhance your emails.

Comic SansWe all know it is the content that counts, but unfortunately, people form a first impression in less than 3 seconds, based entirely on superficial appearance and presentation. And just as the power of first impressions matters when meeting others, the same principle applies to email campaigns.

You may have the most interesting, relevant, or innovative content in the world but your audience isn’t going to read it if your typography and design overwhelms it (in a bad way).

Imagine reading an entire email in Old English. Hard work. And imagine reading an email from your CEO, written in Comic Sans. What does that say about that person or brand? Would you have the same respect for your CEO or brand?

Alex Madison and Wacarra Yeomans of Responsys discuss the importance of typography in email in their Email Insider column. They give a great run down on what web-safe fonts should be used, and how to use contrast, capitalization, size and space to convey your message.

Josh Levine, CEO of Alexander Interactive, offers more great tips on effectively using typography to ensure maximum impact with your email campaigns. He recommends sticking to a simple color scheme and limiting the number of typefaces, sizes, styles and font weights. It’s always tempting to cram a lot in, however you can’t beat good use of white space with simple design.

Chelsea Rio from MailerMailer gives very specific advice on typographic design for emails. She explains everything from the type of font to use, the optimal font size, how to size fonts, aligning text, and how typography can create order out of chaos in email campaigns.

Overall, ensuring your email design and typography is clean and easy to read will overcome any barriers to it being the best, most effective email marketing campaign that it can be.

A bit of consideration to formatting and typography will go a long way to getting your emails read, which leads to improved email deliverability, open rates, and click-through rates. In your email marketing campaigns, be sure to:

  • Simplify colors
  • Minimize the number of typefaces, sizes, styles and weights
  • Be consistent in your layout and design
  • Maximize the use of white space

Remember, people don’t curl up with their email; they try get through them as quickly as possible, whether they are busy at work or on the road and trying to clear their inbox. So an email campaign that has good content, and has clean and simple design that grabs people and draws them in will ensure you get more email opens, increased email click through numbers, and higher email deliverability rates.

We at Jericho subscribe to many different emails to stay in the loop with design and content and keep an eye on things. And lately we have received a few emails that have come into our inboxes that have clearly not been tested or checked and have obvious mistakes and faux pa’s in them.


In email marketing it is of upmost importance to test everything
.
A badly constructed or un-tested email can lead to poor brand representation, unreadable text, incorrect links, and broken graphics and in some cases, loss of revenue.

In the examples we have received lately, an email came through where they had doubled up their content which resulted in an extra-long email that repeated itself twice. In another case, the email came through with the subject line ‘Testing’. In another example, the email had one name in the pre header text, and another name as the salutation and was sent to the wrong person entirely, and the email gave links to confidential information.

Sending emails without testing is like a chef who doesn’t taste the food before serving it to patrons and then never listening to the patrons once they provide feedback about his food. One can assume that the restaurant won’t last too long if he keeps this up.

Following are some key steps in the testing process to help you make sure your email campaigns are 100% correct before you push the send button.

Key Testing Facilities in SmartMail Pro:
SmartMail PRO provides testing facilities in the email editing window. Below is an introduction into these tests, and what to look for when you run through each test.

Quick Test Send1. Quick Test Send
We recommend you do a quick test send to yourself and a colleague. This allows you to receive a version of your email directly into your email inbox. Make sure you are a subscriber in your list, and use this test to check every component of the email, such as the unsubscribe and view online links, all the to/from fields, the subject line, the copy and the images, and check that it all looks good and that all the links work.

 

Merge Field Test
2. Merge Fields Test
SmartMail PRO gives you the ability to test complex campaigns with merge fields via the on screen merge test. Using this tool, you can ensure that your dynamic content, merge fields and data are pulling through correctly into your email campaign.

 

 

 Live Test Send

3. Live Test Send
Once you have done these two tests, you can generate Live Tests. Do this once you have finalised and uploaded your data for the campaign, as the live test allows you to select a portion of your data and send actual copies of the emails that your recipients will receive, directly into your email inbox so that you can review them before sending.

As live tests send you a copy of the actual email the recipients will receive, it is a great opportunity to check that everything works and everything looks how it is meant to, and primarily that the merge fields and dynamic content and pre header text are pulling through the correct information based on your data.

In live tests it is important to check that the email address of the recipient matches the email in the pre header text, and that it matches the first name field in the email if you have one. Also check any other merge fields or dynamic content blocks where necessary.

TIP: Have your data open in excel while you review the live tests, so you can cross check the persons email address with their name and any other information that may be included in the email so you can be sure the email is pulling through the right information for the right people.

Tomorrow we will share more critial testing steps, and more advice to ensure your campaign is at 100%…

long email‘If you can’t write your idea on the back of my calling card, you don’t have a clear idea.’
~David Belasco

How long is too long for an email campaign? Well the short answer definitely is ’It depends’. Some campaigns are really long but they and work well and win awards for it. Some campaigns are short and sweet and they work well and win awards for it. The key is to have an interesting, relevant, engaging, well designed email. If you include too much content that is not relevant or interesting you are likely to lose people,or overwhelm people unless you have a really gripping campaign with good design, good copy and is relevant to the audience.

Here are some reasons why long emails may not work:
If it’s not interesting you will lose people’s attention and they will delete it
If you take too long to get to the point, people will delete it before you get there
If it takes too much time to read you will lose people and they will delete it
If there is too much information that isn’t relevant to your recipients they will delete it

How do you know if your email makes the grade?  Check out this blog post

Here are some pointers to keep in mind:
Make it clear what the email is about – make your point clearly and make it early
Make it clear what you want people to do – have an obvious call to action
Keep it relevant – Consider sending different emails to segments of your database, with each email targeted towards a specific audience
Keep it timely – keep the amount of articles or bits of information to 7 at the most. Even better, 4 or 5 is short and punchy yet informative.

TIP: If you have lots of information to share, it is sometimes better to send more frequently and include less content – that way you remain fresh in people’s minds and you don’t bombard them with too much information in one go.

Click here to read an article on email best practice guidelines and examples.

Here are some key things to focus on for your next campaign:

1) The right content – make sure your design, coding and content all follow good practice guidelines
2) At the right time – don’t underestimate having a timely content and call to action
3) The right audience – target your email and the content to a specific audience so that it’s relevant to them

TIP: Ask yourself these three questions about your email campaign:
1) Who is it from?
2) What’s in it for me
3) What do I do now?

If you can’t answer these questions yourself by looking at your email, you can bet that your recipients won’t be able to either. So for your next campaign, remember to keep it relevant to the audience, have a good balance of  images to capture attention with gripping copy that makes people read on…

Would you like Jericho to review your email design? Talk to us now

With the rise in smartphones, QR codes have suddenly become very prevalent in marketing.  Are you already using QR codes in your email campaigns? Or maybe you’re asking, what’s a QR code?… (n.b. be sure to keep reading to see the two ‘best QR codes ever’ at the bottom of the post!)

A QR code (short for Quick Response) is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data”

QR Code Symbol
QR code (Quick Response code) technology was invented back in 1994 by Toyota’s daughter company, Denso-Wave, to track parts in vehicle manufacturing. They offered a much higher data capacity than the bar- or UPC codes in use at the time, and was designed to allow its contents to be decoded at high speed. And while it was a big improvement over barcodes, its use was limited to consumer products at the time. Remember, smartphones were not common then, and had no scanning or camera capabilities, so there was no market for mobile QR applications.

Your business can benefit from QR codes because they enable customers to interact with your company and brand in real time, anytime. The QR Code experience is compact, takes place in seconds, and requires little more than a scan or a click by the target consumer. It’s virtually free to implement, except for a few minutes of labor required to create and code the data or links. And it’s 100% multichannel – from hard copy print to mobile, social media, email marketing, and the Internet.

QR code in envelope
Here’s an example of how this can work in email marketing: if you paste a QR code into an email, recipients can scan it with their smartphone, and they will instantly be able to perform the actions you intended using the encoded information, e.g. sign up, donate, share, “like”, etc. Depending on the coding, they would also be able to contact you (or your source page/site) in real time with their camera phone without having to type numbers or text messages in those tiny screens.

And you don’t need a “magic ring” to “unlock” the data. Many smartphones come with QR readers today. If you don’t already have one, you can download one of several that are available on the online app store. So anyone with a camera phone equipped with a QR code reader app can scan them!

QR codes are a great way to build your subscriber list from sources other than your website and email campaigns. The benefit is that customers can respond immediately and conveniently to your request − without having to type, change screens, scroll, or try to remember your website or landing page address. That improves your response rate. It is also a form of lead generation!

QR codes in email marketing
Here are some powerful ways for email marketers to use QR codes:

1) Offer QR Code sign up via email. What you do is encode an email message with the address of your campaign and an appropriate subject. When the user scans the code, their mobile email client will open in their smartphone and, once they accept to send the message, they will automatically be added to your campaign. It combines the best of the old and new to make it easy for any skill level.

2) Use it in follow up campaigns. Such a campaign could be a dedicated follow-up/auto responder series available only to those who sign up via a QR code and offering, for example, additional educational content. This could constitute part of a multichannel engagement strategy, and offer another incentive to new subscribers to become customers.

3) Link QR codes to exclusive content. Such as case studies, white papers, or product demos to help drive response rates and sales. Increase the value by segmenting your subscribers by interest, demographics, and purchasing history, for example:
“Segment a list of “high-value” subscribers who make larger dollar purchases or buy more often, and reward them with a “secret” QR code offering an e-book, exclusive sale, or 2-for-1 discount on their favorite items”

QR codes and how to use them
QR code can make it easier for subscribers, customers and prospects to contact your company, for a variety of reasons, some of which may be urgent are a few simple, but keep in mind there are some essential rules to follow in your QR code strategy to keep it relevant, useful and valuable:

  • Good ad copy is essential. If you’re not a great writer, consider hiring one.
  • Know why you want to use the code and where you want to take the user.Don’t make them do anything that will be perceived as useless. Lots of campaigns and companies are creating QR codes that simply link to their website.
  • Instead, make sure you do something that gives the client something exciting, interactive, or exclusive.
  • Give something that makes sense on the phone – and that can be delivered instantly.
  • Tell people what they are going to get and how to use the QR codes to get it.
  • Be sure the pages you lead people to are mobile-ready – load quickly, scale nicely, and are easy to navigate.

And finally, whatever you do, don’t waste the users’ time. Use this mini-course as your guide, then experiment, test, and only implement when you’re sure it’s going to work.

Tip: “It’s smart to link the QR code to a specific landing page to make it easier to track the links and identify the exact response provided by each mobile device. Furthermore, if you assign a reference number to a web form that is promoted by a QR code, you’ll be able to track the number of sign ups captured. You can then compare it to other ways of directing traffic to web forms (e.g. PPC campaigns, social media, surveys, etc.) and analyze the conversion rates”

When done right, QR codes can be a valuable tool for lead generation, and interaction with customers, however inneffective use will render it overkill or useless without a specific purpose or intent in mind.

Lastly, if you are not sure about using QR Codes in your email, you can try them in chocolate.  Yes, chocolate QR codes.

Update: As if chocolate QR codes aren’t cool enough, MediaPost has found a QR code made from Oreo Cookies – yes, Oreo Cookie QR Codes!

Had an email sent through yesterday from my friend bwagy who’d been frustrated by a newsletter he couldn’t unsubscribe from.

The email, from a legitimate well-known marketing company, didn’t have an unsubscribe link on the bottom,  it said this at the top:

So, he clicked through to opt-out – but came to this screen, otherwise known as the old login brick wall:

But he didn’t know his password, so he hit ‘junk’ and hoped he wouldn’t see the email again.   Next month, the email arrived in the inbox again.  This is likely to be because the email was sent off a range of IP addresses, and it was from a different one this time, that’s pretty common for smaller databases/senders.

But he still didn’t know his password.  So he clicked Reset it.

The password email never came, or so he thought.  Next day, he told me aha! found it in his junk folder.  Now he could login, change his details, and get off the list. But he’s left frustrated and a bit cross at the messy ‘break up’, palpably colouring the way he feels about the brand.

Moral of the story: unless you have defensible, private information stored in your clients profiles, don’t make them login to update their communication preferences.  Either use a token to log them right on in there, or chuck that login on the fire, and instigate a quick, one click failsafe unsubscribe – click, you are off.  Made a mistake? okay, click to resubscribe.

In marketing it’s so smart not to burn bridges, and when it’s over, you need to let them go.

There  are more comprehensive posts on how to manage unsubscribes here:

4 Tips to improve and minimise email unsubscribes

Unsubscribe don’t send hate mail

Happy to unsubscribe in 30 steps…


Questions? Examples?  Opinions?  Post a comment or fire them over to our team at Jericho.


It’s great to dissect retail email marketing campaigns to look for ideas.  In past Jericho blog posts I’ve called it spying .  Because I’m an online shopper, I received this targeted campaign from Countdown last week.   Countdown is our local supermarket chain.

‘Shop online and Win an iPad’.

But wait a second…

‘Shop online anytime in the next month and win a 1st Gen iPad’?

Now my consumer and marketer hats do a quick switch, I’m reading and I’m scratching my head.

Why can’t I win a new one?

Why spend multiple thousands of dollars on this campaign to win the superseded model?

As you are reading this, it’s likely we are a lot like you – we have at our core a focus on the ‘art’ of email marketing as well as the science.  So we remind clients and prospective clients many times a day that it costs the same to send an ugly email campaign as it does to send a great email campaign… But the real cost is that of missing the sweet spot – misses hit you in the brand and directly in the pocket.

Or in this case, for the sake of a couple of hundred bucks, every time more money is spent to bring eyeballs to this campaign over the next month Countdown are going to look off the boil, off the ball, so… like.. last month, and yes a little bit cheap.

Everything looks spot on in this eDM campaign, and other than the iPad it’s a great example of a retail email campaign.

Here at Jericho, we love our 1st Gen iPad’s.  But we ‘covet’ the new one.  What do you think?  How much cooler would this campaign be if we were in to win a 2nd Gen iPad?  Worth the extra 1% of budget?