Cineworld Unlimited Newsletter
Why would you open it?
The email that is being evaluated is Cineworld’s ‘E-Newsletter’. the email is personalised with my name in the subject heading. specificity is something that this email does well in. it highlights specific films that are coming out up until the next newsletter and goes that extra step by personalising it based on the film genres in which I have booked online to see before.
Personalisation of the email
One other feature of the E-newsletter is that it is personalised to my local Cineworld cinema. therefore it will only show me films that are on show at that cinema. These three features of personalisation work well and make it customer specific.
Template/Design
What works well? v What doesn’t work?
one thing that works really well is that the newsletter offers links to the website and more importantly directly to the booking page for the website for each individual film that is being shown by Cineworld. therefore, if you find information on a film, you can access the booking page easily without having to make more than one click on the link and move away from the newsletter.
This E-Newsletter only has a short lifestyle and is only valid for a month. The newsletter is updated each month i.e. the next issue will be released in December and give details about the business up until the January issue is released.
What could be improved?
The E-Newsletter does not focus too much on the time of year. mentions buying Christmas gifts from its gift range with a link to the website. However, it does not go into detail about films that are going to be on during the festive period. However, this could be because the company will focus on this more in their next monthly E-Newsletter.
The use of partnerships could improve the newsletter by promoting other businesses local to Cineworld. They could advertise restaurants nearby to appeal to those who are planning on an evening out. The unlimited card that the recipients of this email will have, offers discounts to their members from some local restaurants. this works well for both businesses because people are likely to go to a restaurant as well as the cinema if they are offered a discount to one if they attend the other. (Chaffey, D et.al, 2012)
Call to action
What does it offer?
The Newsletter offers the opportunity to find out more information on the service they provide as well as future films they will be showing. they also show the products that they have on offer in terms of gift cards or personalised merchandise.
Screen shots
Cineworld Unlimited E-Newsletter screen shot
Use of Images
This newsletter makes use of many images to promote both its films and its various merchandise. The most recently released film is shown at the top of the page as you open the email. The use of lots of colours and many different fonts and text sizes has the desired effect of drawing your attention to films posters.
