I rarely go on my gmail as I get sick and tired of having persistent corporate marketing/advertising shoved down my throat however for the purpose of this analysis I am going to look at a Domino’s email sent to me to promote a special offer for Halloween only.

They have used the title “It’s Bite Night” as a little play on words with relevance to Halloween being “Fright Night” which is a quick and relevant way to advertise for a special one off promotion at this time of the year.

In the case of this email there is no personalisation to me, it is not addressed to me specifically – it is a general email sent out to thousands of Domino’s customers. The layout of the email is very easy to understand as it is minimalist and crammed with pictures and colour. The colours used are the signature Domino’s red and blue along with their logo and includes a visual at the top of some pumpkins on a black background to show the relevance to Halloween.

As you work your way down the email the text reads:

‘When you’re trick or treating with the family, there’s no time to get your cauldron out and start cooking’.
‘So why not enjoy a frighteningly fantastic pizza from Dominoooooooooooos (that’s a ghostly howl by the way’!)
‘Don’t miss a trick; order a treat for all the family this Halloween’.

A clever little play on words again with relevance to Halloween simply trying to encourage customers to be lazy and order instead of cooking.

They offer a deal at the bottom of the email which is a large pizza, two sides and a movie rental for 20.00GBP. It doesn’t appeal to me but a clever marketing idea to include the movie as many people like to sit down eat some pizza and watch a film especially of the evening while its cold out.

There are several links including two ‘Order Now’ buttons (one at the top and one in the middle) then at the bottom of the page below the deal offered is a ‘Get the Deal Now’ button. Perhaps by putting several buttons linking to the Domino’s website throughout the email is a more effective way of increasing the amount of orders linked from it.

Finally at the very bottom of the email below the ‘Get the Deal Now’ button is their terms and conditions, location of the store and telephone number which from what I can see must be the only personalised part of the email based on what postcode Domino’s has in their database linked to each email address, store opening/closing times and the links to social media pages and getting the Domino’s application for android, iphone and windows.

In conclusion the email is well laid out, easy to understand and a fairly standardised corporate marketing email however I think that as this email was sent on October 31st which was the day of Halloween it would have been a better idea for them to send it out in advance perhaps a day or two before so that a higher percentage of people will see it and think ‘actually yeah, I fancy being lazy ordering pizza and watching a movie that night’.