Remember the Preview Pane
Nov 29 2007
Love the creative coming out of Lenovo. They have been doing a great job of branding with email campaigns. The only flaws in this email are the amount of padding at the top, which shoves the creative lower in the preview pane of any email clients, making the actions and copy sink lower; and the subject line (although pricing attractive) is really confusing. What am I really saving? Do I have a calculator handy to figure out if I should open this email? And when did Black Friday become such a HOT subject line leader?
Email is a learning and testing experience. I make comments on so many of them as we develop them each and everyday. I find flaws even in the work we do at internal reviews and try to move the bar higher on our work. You should do the same. Test it internally and show it around before you send it. Get feedback and then evaluate what is going to work best.
Who knows, maybe this was a good lift in sales? Or maybe I am sticking to an Mac….
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November 30th, 2007 at 8:35 am
Dylan -
Wonderful analysis. I agree 100% with you in that there is no “perfect” email. It is very easy to find flaws in just about every message I see in my inbox. The key really is to test. I’ve found over the past few years that – at times – I look at the creative on an email and point out a dozen “flaws” yet the client had enormous success (measured by high ROI).
Test. Tweak. Feedback. Test. Tweak. Feedback. Send. Cross your fingers. Review metrics. Learn from mistakes. Learn what went well. Repeat. (Something like that, right?).
dj at bronto
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We here refer to it as the Shampoo Effect. Lather, Rinse, Repeat….