Recently I have been travelling to various places and have been using the company ‘National Express’, this means I receive the current deals and offers through emails and via my mobile. Before opening the latest email, the most significant factor was that it gave the impression there was something cheap to be claimed. For example “Free festive fun with our £9 deals”. This would not usually entice me to open it as I only book tickets nearer the time I will be travelling.

After opening the email it gave more detail about the £9 offer and how it was actually starting from £9 and was for a one way ticket that only that did not include the booking fee. It explained the many restrictions that were involved. For example; this was only valid between Monday to Thursday and it had to be booked at least three days in advance.

There was no personalisation involved throughout the email, for example; my name was not included like other emails I receive. This could have a negative effect on the customer as they may think everyone has this email sent to them and therefore it is not seen as a special deal.

A simple Template was used throughout with a Christmas theme involved. It has a clear Logo presented at the top of the page, so it is easily recognisable. This theme kept in with the festive title which was expected by using red and green backgrounds and font colours.

To be continued…