Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Uncategorized

10 elements – from simple to refined – of a great email

Recently this email landed in our inbox. By just looking at it for a couple of seconds we saw that this one is an example that we should share with you. This email message from Thalys is brilliantly simple, and the details show that a lot of thought went into this message. We’ve made you a list:

thalis1 It has become a classic nowadays to start the actual message with some service announcements. That’s also what’s being done in this email. The view-in-browser link has almost become a standard formula. The request to add the sender to the address book – it’s a specific email address – can also be seen in a lot of email messages. In this one, it’s perfectly implemented.

But the most surprising element of this part of the template is the first line. The offer of this email message is captured in one single phrase with a link towards the landing page. Someone who knows Thalys and only goes to Paris when they get a promotion, doesn’t need more than that. But there is also a second reason why that sentence is positioned there. A lot of web based email clients and email apps on smartphones take the first line of an email message and place it neatly after the subject line in the inbox. This sentence is also known as the preheader. When looking at the combination of the subject line and the preheader, the message of this email is clear without even opening the message.

2 This area is being used for recognition. Show off your logo to the world. By combining this with a welcoming text, you will spark the goodwill of your reader.

3 Thalys thinks about its regular clients in this part of the email. Those people already know Thalys and their promotions. From here, they can immediately log into their account and register their place. The service element for existing customers is an important part of your email communication.

4 Thalys gives a clear overview of all services with this menu. The look and feel and functionality is almost identical to the menu on the Thalys website. It improves recognition even more for the readers who click. And again, for regular customers there is almost no difference between the email message and the website they normally use to book their trip. Click-throughs happen naturally.

5 Another one straight out of the “email marketing for dummies” guide, but one that isn’t put into practice by everyone. Research shows that when you put some time pressure on a promotion, click-throughs and conversions are higher than we you don’t use a deadline. When your offer doesn’t have a deadline, it often lands on the “read later” pile. And that pile often turns into the “never read again” pile. Thalys uses a deadline that is pretty far away. But returning customers know that the closer to the departure date, the higher the price. That means that you need to act fast to get a cheap ticket at the end of the month. Setting a deadline that takes your own characteristics into account, is an art.

6 A simple image that sets the tone for your product and next a clear and simple offer. Written in big chocolate letters that can easily be read. Nothing more, nothing less. Thalys promotes just one single offer, without overwhelming their readers with lots of other promotions, destinations and eye catchers. That is the power of a fast promotional campaign.

7 The call to action is clear and located directly beneath the offer. The text doesn’t say what the reader needs to do – click here – but what the reader should or can do – book now – . Pay extra attention to the word “now”: it is there for a reason! Also have a look at the use of colors. The letters are painted in the color of the look and feel, the background of the button is a contrasting color: one that has nothing to do with the fast train to Paris, but is just to stand out. The subtle shadow improves the feel of a button. And the be sure that people who intended to clicked are being left out, the zone around the button is also clickable. A little extra for clumsy fingers of mobile readers.

8 The doubters get a little extra. That offer is completely separated from the original call to action. That way there is no confusion about what the point of this email actually is. But an extra gift is just the little push those doubters needed.

9 An image makes reading more enjoyable. But pay attention to the position of the “Rock en Seine”. It’s on the right. Westerners read from left to right. Think about that when deciding on the positioning of your elements.

10 The mandatory service announcements are always at the end. Here you can find the fine print of the offers. But most readers already left for the landing page. The automatic nature of the message is also pointed out. Replying to this email will get you nowhere with Thalys. That is often a standard formulation with a reference to the unsubscription form, which is required by law. But surprisingly – and that does not happen too often – readers who wish to reply get a mini guide on how to get in touch with Thalys. Anyone else has an example that is as great as this one?

Jul 26, 2014Ann Flipkens
Previous storyAutomated service email, 10 times right!Next storyReplace the ‘No-reply’ as sender of your email by an actual human being
Home 10 elements – from simple to refined – of a great email
9 years ago Uncategorized463
Ann Flipkens
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Cases, Content, context, E-commerce, Email marketing

The real estate industry: Building your client base using email marketing

Realtors find your dream house, sell your home filled with memories to the right person or rent out the apartment you renovated with love. The industry is very competitive which means that realtors have to stand out. A part from that  they rely heavily on references and perception. That is why well thought out, transparent […]

Optimize your subject line with these tips

We no longer have to explain the power of a catchy subject line. If that first element of your email campaign doesn’t succeed to draw the attention of your contact, it’s end of story for your campaign. With these three elements you get the most out of your subject line every time. Jul 6, 2011Thomas […]

Content, Email marketing, Inspiration!, Marketing automation, Personalization, Strategy, Trends

The future email marketing trends!

Robots that get our groceries, autonomous cars and trash cans that empty themselves. Those are the things that come to mind when someone says trends of the future. These are all changes that will make our lives easier. That is what we are trying to achieve within email marketing as well. We are constantly searching […]

Do the reading test!

Most of your readers will scan your message. Literally, reading word for word is rare. Does it make sense then to send a periodical newsletter? Of course! Dec 7, 2012Ann Flipkens

Strategy

Gold medal for email according to American research

Research of the American Pew Research Center recently showed that email is the most important online tools, for everyone who is working professionally. Jan 24, 2015Thomas Vangelooven

Cases, Inspiration!, Strategy, Tips, Trends

An integrated offline and online communication at Nespresso

Nespresso has clearly remembered one classic statement in our digital world. Online doesn’t go without offline. Today they have executed that strategy into a double campaign. One through email marketing and one via good old auntie print mail. Sep 4, 2015Michelle Dassen

Email marketing, List Building, Strategy, Tips

A pop-up works! Here’s the proof!

Without doubt you have already noticed that the reading or shopping experience on a website is sometimes – or rather often – interrupted by an opt-in pop-up. More in the shape of a light box, just as one that is used to display a picture. Dec 10, 2015Thomas Vangelooven

How to start with email marketing, Strategy

5 must-have elements for your newsletter

That first impression, you know by now. And then there are those email clients that do not spontaneously want to show your images. Today we give you five tips on how you can still save the furniture … Jun 4, 2013Michelle Dassen

Most Viewed
2,090

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,540

10 tips to integrate a promo code in your email marketing

1,468

An integrated offline and online communication at Nespresso

1,353

Bloopers you can avoid

1,207

Was this useful?

1,170

11 ideas to improve your opt-in form

1,072

The future of email marketing (II)

1,063

10 elements of a great welcome message

2018 © Flexmail