I’ve been holding on to this email from NotontheHighStreet.com since 31st July. Why? Mostly because I tend not to delete emails (you never know when you’ll need it for a blog post, right?) but also because this one stood out as an example of an email that works hard for the customer’s attention.
1. The subject line (See what's new, plus win a pampering treat worth £500)gives a clear incentive to open the email. A chance to win a treat worth £500 is just too tempting to resist. The details of the prize draw are then positioned halfway through the email, subtly encouraging recipients to read the copy before and after the competition info.
2. Something for everyone. NotontheHighStreet does a good job of introducing a new section of the website by using lovely photographs and humble copy: “We might not be the first place you think of when ordering flowers, but with our new flower shop, we could just be your favourite new florist…” If flowers aren’t your thing don’t worry, NotontheHighStreet is not a one-trick pony. There’s plenty more on offer including “perfect pampering gifts”, star-themed ideas, pick of the best wedding presents, original cards and wraps, and a nod to the continuing summer sale.
3. Socially aware. There’s a link to the company’s Facebook page and Twitter feed as well as a screenshot and link to NotontheHighStreet’s blog, showing that there are plenty of ways to interact with the business. You can even click on a link that optimises the email for viewing on a mobile application! I also like that a photograph of company’s founders Holly Tucker and Sophie Cornish appears at the bottom of the email. It helps strengthen the brand’s personality and emphasises that NotontheHighStreet isn’t just a faceless web portal.—MT
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