ASOS advertisment email

ASOS:

ASOS are a british online fashion retailer that sells over 850 brands as well as its own range of clothing and accessories

Email discription:

The email received from ASOS had the subject of “New lines added: up to 60% off”. Personanly, I would open up this email because 60% off products is very appealing to customers; this makes the title effective because ASOS knows that customers can potentially save a lot of money. The template/design of the email is good as the brands name is big and bold at the top of the page with a picture of a jacket. Further down the page it portays the big brands which are highly popular and in demand. Customer will be intrigued to see whether these big brands have clothes on offer. The image used in my opinion may be to big on the screen, because of this users will have to scroll down to find out more information and possibly lose retention, whereas if it was smaller, users could perhaps scan the page alot quicker

Email critque:

Mohammadi, M., Malekian, K., Nosrati, M., & Karimi, R. (2013) article “Email Marketing as a Popular Type of Small Business Advertisement” state some makreting tips when contacting customers; keep the message relevant and personal, permission based contract because otherwise people will mark the email as spam and have pre determine the triggers. The ASOS email recieved is relevant and personal as it links to my interests, as I am subscribed to the email it is more personal as it caters towards more of my needs. Another tip stated from the article is that emails should be easy for customers to opt out. In this case it is very easy to do so as at the bottom of the email is gives you a link to “unsubscribe” to stop reciveing the emails. ASOS do not send emails very frequently which is effective in building customer retention and engagment as to much can result in spam and annoy customers.

How to be better:

What ASOS could do to improve the email is alter the subject line by adding “SALE” at the start of the line as this will grab the attention of users quicker rather than “new line added”. Most users will not have as much of an interest in a new clothing range in compairson to a sale of popular brands.

Landing page:

This is the landing page the email takes you to. Hernandez, A., & Resnick, M. L. (2013, September) in the article “Placement of Call to Action Buttons for Higher Website Conversion and Acquisition An Eye Tracking Study” state that online abandonment is a sign that consumers failed to obtain thier objectives. The guttenbury pattern is the proposed most successful at supporting customers needs. The landing page from the ASOS email is relevant which is useful for customers as it transfers them to the page on the site which the email was describing- the new clothing lane plus the brands that are up to 60% off.

To improve,  the link “http://www.icontact.co” provides a “table of words” to avoid when titling an email as it could possiblycomr across as spam, sometimes stating “60% off” could be portrayed as spam and some users may avoid it, however with the likes of ASOS and other popular companies, the email will still be read.

Keywords:

According to word stream (2018) the most popular key words for online retailers websites use are “shopping, online shopping, eshop, clothing stores, online shop”. When entering these keywords into the online search, ASOS only appears for “online shopping, and online shop”.