Morphe sent out an email titled ‘Extra 40% off all sale items starts NOW’, and when a link is followed it sends you to a landing page of Morphe’s sale page. This email is an event trigged email marketing, which include sales, customers birthdays and current topical events (Chinnapaka, 2021).

The email has no personalisation and little text or information, it advertises the extra sale as ‘limited time only’ which would make me more likely to click on it to see if the deals are good at the time. It simple states that there is an additional 40% sale on all sale items with a code on their website, getting the point across clearly and concisely catching the readers attention. The design is aesthetically pleasing, with a pink and gold design, which is appropriate for its target market for teenage and young adult females. It does not directly advertise any products available in the sale or current sale discounts on any items, so the reader either ignores the email or has no choice but to click and follow on the website to know anything further.

The simple message of Morphe having a limited offer of 40% extra off sale items works well as it catches attention, but there is a severe lack of information, and for me I would be less likely to click on the links and shop here. In comparison with other marketing emails, there is a lack of images, products, personalistaion, and information.

To improve this marketing email, Morphe needs to add personalistaion, to give the email less of a spam feel and encourage the reader to become a potential customer and link to the website, browse and then purchase. Other marketing emails have an introduction of ‘Hey, [name]’ or just simply your name, and whilst this is simple personalistaion it is very effective and makes the email feel like it is purposefully sent to you.

For further improvement, information on products included in the sale on Morphe’s website should be shown on the email, as well as their prices and what the prices would be after the additional discount. This allows the customer to evaluate the value of the email and to decide if they want to browse further or make any potential purchases at Morphe without having to follow a link to then by disappointed.

The landing page from the email to Morphe is the sale page, with a banner of a similar image sent on the email with the code to use to gain the additional discount on sale items, making the email seem even less personalised to the customer, as it is a discount available to everyone, not just subscribed customers. From the sale page you can enter the main website, and at the top are options for pages to visit with easy navigation, there is an option to sort the order of sale items, but not to filter.

References

Chinnapake, C (2021), ‘Email Marketing’ [Lecture], University of Brighton, 7th December 2021