The Email Wars

Okay, if you love Ben and Jerry’s raise your virtual hand. This stuff is like crack to me. Really it is one of the best things in the freezer aisle. BUT their emails kill me. So many missed opportunities to drive people to an online or offline location. This email started out great and delivered on a real simple premise, you are a VIT or Very Important Taster, and we want you to come by one of our shops and taste a few new flavors before they hit the shelves.

Good buzz factor, good pass along factor, good execution (except almost all images). Until I noticed that there was not a place to click in the entire body of the email except in the header logo. Really? Go to your local shop? Through a hunt for which is closer? (We have a few in Portland) How hard would it have been, and how much time would they have saved people by simply adding a link to a store locator?

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When you are driving people from an online touch point to an offline location, give them the tools to make it happen right there. The hunt takes them away from your site and to other places where you had the opportunity to capture some brand impressions at the very least.

Off to Google Maps now… oh wait there is a Baskin and Robbins 31 flavors a block closer… sorry Ken and Harry’s, someone else made it easier.