Once renewing my Unidays national student card on-line , I promptly  received a permission-based email informing me of the renewal , alongside a selection of images with embedded hyper links of the shops that I can receive student discounts in.

The subject line engaged my initial attention as it instantly informed me that the email would be regarding my renewal, and that I was able to now get a discount in a variety of shops once again.

I believe there was personalisation of the email as all the shops promoted in the email were shops which I have previously used my student card in or retail shops with similar target audiences.

The template of the email was similar to the website design and layout. With a large range of images, bright colour  and interactive features. This is a powerful technique for keeping its student target audiences engaged throughout the email.The brand logo was situated at the top of the email alongside links to their social media pages, ensuring that this would be one of the first things consumers see.

According to the article by Ellis Chadwick on Web Advertising , email marketing campaigns help to build and maintain relationships by keeping consumers up-to-date with what is available to them by providing explicit consent which matches their personal interests.

From carrying out this analysis I believe that Unidays have a successful marketing technique as I think this email was successful in informing me of the variety of shops now available to use my student discount with , and in the future I will more likely now open emails sent from this organisation in hope for more personalised offers.

References

Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843-848