With an eye-catching subject line containing a triple points offer, this email is somewhat compelling to open, however a lack of  personalisation and call to action in the subject line did leave it at risk of being overlooked.

Upon opening this email it becomes clear that the call to action is in fact to invite existing customers to an event in Costa Coffee shops nationwide, launching the Christmas range of food and drink, which is considerably more interesting than the subject line initially suggests. The call to action is made clear as immediate RSVP is possible for readers after the introductory paragraph by clicking on lozenges which take you directly to the appropriate landing page. Hernandez and Resnik (2013) describe the path of the eye of a reader as following the hierarchical structure of the page, thus having the call to action very clearly at the top is recommended and in this case has very effectively communicated this message to the reader.

However, this request for a response felt premature for myself, as the email contained little personalisation beyond identifying me as the reader and could have benefited from using more personalisation. I would like to see geographical personalisation based upon the location of stores I frequently visit, information which I am confident is available to them as I frequently receive emails asking me to review specific stores I have visited using my loyalty card.

Overall, the email is very pleasing to look at, the Christmas theme and Costa branding are consistent throughout. The email structure allows readers to scroll through and quickly scan for content of interest, even when browsing via mobile phone. The pattern outlined by Hernandez and Resnik (2013) which best matched the path of my own eyes when reading this email is the zig-zag pattern as I scanned from side to side to quickly search for key words of interest.