In relation to the e-newsletter that I received from Ticket Tannoy, a UK based, electronic dance event ticket company, there are a number of positive aspects to the email, as well as some things that could have been improved.

Firstly, one of the positives to the newsletter, in my opinion, is the subject line. The subject line instantly informs the reader what the email will consist of in regards to content. It also instantly caught my attention due to the fact that it lists the DJ’s and events that I am interested in. However, although it lists the artists and events, it doesn’t give any further information, which plays on and sparks curiosity and entices the user to open to email to find out more.

Another positive to the e-newsletter is the brief information that’s given for each event within the email. An email of this nature is something that may be opened in preparation for a day/night out for planning purposes, due to the fact that the newsletter contains the date of the events, the venues, opening times and artist line-ups. However, one way in which the e-newsletter could be improved is that it could be more personalised by only advertising events near the users location, as opposed to events from all over the UK. This is something that could increase the organisation’s e-newsletter open rates due to the fact that the user will know that the events within the email are actually accessible to them.

Please see below screenshot for brief information on the events within the email, with further information and purchasing being on the landing page here.

The call to action (CTA) within the email is to generate purchases, however there isn’t one sole purchase to be made unless the specific landing pages for each event are reached (Please see above). There are nine different purchases that could be made via the newsletter for different events across the country by simply clicking the “Click to buy tickets” button below each piece artwork.

In terms of the information that’s provided by the newsletter, it informs the reader of events and relative musical artists briefly and then it also provides links to landing pages that enable the user to find out more information on the subjects in question, as well as also being able to buy tickets to their events.

Please see screenshot of brief information within the email below, with further information via the landing page here.

The “read more” landing pages are very busy in terms of text and it can be a lot to take in, however there is a very simple and efficient ticket buying tab at the bottom of the page, to ensure users can simply purchase tickets. Despite the pages having a lot of text, they are very informative, to allow the user to understand what they’re buying tickets for.

In regards to the email’s layout, it is simple for the consumer to use and it’s allows the user to read briefly about the artist and the event before the call to action (buy a ticket). The way in which it could be improved is it could have had a video or two embedded into the newsletter, to show customers footage of previous events that have taken place with that DJ or in that certain venue, which could drive the call to action (sales) further (Worthy & Graham, 2002). Another constructive criticism of the newsletter is the fact that a competition within the email could have generated engagement further. An example of this would be “Tweet #KneeDeepInBrighton with our ticket link to be in with a chance to win four VIP tickets to the event, as well as a £100 bar tab!”. This would have generated a much bigger hype online, which in turn would have generated higher exposure for Ticket Tannoy.

References

Worthy, J. & Graham, N. (2002) “Electronic marketing: new rules for electronic marketing — an obstacle to m-commerce?”, Computer Law & Security 18 (2), pp. 106-108.