I received an commercial  email from Ryanair offering me to book a flight ticket to Greece in autumn to enjoy the weather with cheap price. The compagin email can be seen as Event triggered email, which focused on specific time of the year (autumn)  , although email was call to action , where invited me to book ticket, the email does not show what the company offer when clicked on the linked provided, it convert  me to other web page , where it has no relate to what they really offer,however,  i rarely open this type of emails in order of not need what they offering , also some of them are not honest emails  , so that’s makes me bit worried that i might get hacked by internet hackers , also the email is not personalized to me, it was probably sent to all customers .

Email critique:

• The length of the email

The length of the email been sent by Ryanair  was almost 2 pages , which usually should be between 1 and 5pages, it also known that the too long emails has a negative impact of customers, consumers will get bored and probably will not continue with the offering , the email objective should specify the deal it offer, various tasks should be considered to determine the subject of the email (Fiona,2011).

•        Email subject line

Subject line in this email was quite attractive , where they put a very low tickets price with only 16.99£, subject line is fundamental in terms of the first thing the customer will see after receiving the email and weather it attract the customer or not.

•      E-mail sender

Ryanair  using policy of using e-mail address plus the name of the company , some other company they use weather  company name only or company name and the word newsletter.

• Brand logo

Brand logo can be seen as the most important, where companies usually  puts their brand symbol the first page at the top on the left, which companies consider it as the most strategic place,  same for the Ryanair where the brand logo was on the left side on the top of the email.

• Explanation

Ryanair has used some pictures to support and to illustrate the offer, with the text appearing underneath and above , where it helps the reader to engage and grab attention to the offer, this is step forward to gain customers and sales increase .

• The subject matter

More then half of firms now use widely incentive offering in the subject line , such as discount , seasonal promotions , saving, or for a specific occasion (Fiona,2011),  Ryanair email sent to me was  a seasonal promotions in order of summer finish and autumn start.

 

landing page form Ryanair email send to me after clicked on the link where the offer is  not the landing page for the offer specified on the first page, where it offered  the same offer of the first page but in different tactics (call in action) ,that is failure for the company . Customers can get bored and easily lost by looking around to what the compan offered, however,  it can be improved by conversion the customer to what really the email offer, with the background and the details of everything on the email. In addition, comparing with other promotion email received by Manchester city official online store, after clicking on the link for the offer, the landing page was exactly what it have been said on the first page of the email, unlike Ryanair where i was lost to get what they trying to offer me , also the email included some pictures and some animated cartoons with text underneath, moreover, the company used same as Ryanair where they used a season promotional to attract the customers .

 

 

references :

1-Chadwick, Fiona. “Web Advertising: The Role Of E-Mail Marketing”. Journal of business research 65.6 (2011): n. pag. Print.