Previously today, I took the opportunity to read the academic article “Web advertising: The role of e-mail marketing” by Ellis-Chadwick & Doherty (2012) in The Journal of Business Research. The article endeavours to address a gap in the literature, regarding the different executional elements used in UK retailer’s email marketing. The aforementioned executional elements are analysed in the permission based emails of over 20 medium-large UK retailers over 18 months.
The executional tactics evident from the analysis conducted focus on the subject line, personalisation, length of email, brand logo and hyperlinks. This brought my attention to the marketing emails in my personal inbox with a view of identifying these executional elements.
One email I have opted-in to receiving emails from is Change.Org, a charitable organisation set up to promote petitions for various causes worldwide. One thing I have noticed in particular about the emails from this organisation is they are always from a named sender address, sent via chang.org. This means when I see the email in my inbox it always appears to be from a contact.
The particular example above shows an email from Yas Nacati. The sender address being from a name contrary to a company email address makes me more inclined to see the email as one from a contact or a person of importance, and therefore more likely to open the email.
Change.org also send informative to the point subject lines rather than, what I would consider, Marketing jargon. There are no teasing statements, alliteration, or incentive based subject lines as demonstrated in another email I receive below from the clothing company missguided. In some cases, the subject line of change.org emails contain personalisation by name too.
I tend to use my mobile device as a screening tool for email, scanning through the list and deciding which emails are important for later. At first glance, based on the type of subject line and sender address used, I always open the change.org emails, assuming they could be something of importance to me. So personally, I find this technique rather effective (perhaps maybe slightly deceiving).
Upon opening the email, initially we can see the bold logo in red, and large call to action button also in this brand colour. This immediately makes it obvious to me as the reader who the email is from.
The font design chosen isn’t the clearest but is perhaps appropriate to the theme in the email. The italic format relates significantly more to that of handwriting or a quotation, and as this email is sent on behalf of a representative, this seems suitable.
Hyperlinks are clear and evident in more than one place. There is an in-text call to action, image, and the red button call to action which all lead to the same landing page to sign the petition. The brand logo also takes the recipient to the homepage of the website. Therefore the customer journey is straight forward and simplistic.
Personalisation has been used in the
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