A discount or promotion is a good starting point to launch an offer. This applies to all marketing channels, but is certainly true for email marketing. When the working man who is stuck in the morning traffic jam hears on the radio what is going to become more expensive in the following time, a discount of over 200 euros would be a good trigger for anyone who opened their inbox when they finally arrive at work.
1 You will see this number four times. The principle of repetition is a well-known didactic principle. However, showing the same message at one glance too many times, it will start to get annoying rather than interesting. We do understand the background. The first one (1A) is the preheader. They did good to include that, as this little piece of text is the most important element for web-based email clients. It complements and supports the subject line in the inbox. 1B is also a good element. The placed a clearly visible badge to the image. It catches the eye. But repeating that exact same text in 1C only a few centimeters lower, makes the reader feel stupid. The last time, just before the Call-to-Action, you will get the same message, but this time a bit modified. Fortunately, but the opener of the body text deserved your inspiration.
2 Show your product. It’s probably what the email marketer who created this email had in mind. Showing an insurance policy wouldn’t really add anything to the message. What would be a better image for an automotive organization than the lonely broken car that should call aid responders? The only problem is, that the car was driving in the wrong lane. He will never read the message on that digital sign. Also, if you noticed 1B, you were also more likely to continue reading downwards.
3 The logo is placed at the right spot. In the upper left hand corner, right at the starting point of every reading operation, as a start for branding.
4 This one’s a gimmick. The highway is associated with digital traffic signs. This time no roadworks or accidents, but an incentive to take a car insurance at the best value for your money. But that sign is positioned on the right in the image. That means that there’s a risk that it will be missed by the reader. Also the characters are styled realistically digital, but not bright enough to visually measure up to the large yellow sticker on the left. Maybe the image would’ve been better if the sign was positioned more centrally in the image.
5 This image is already the fourth visual stimulus. It can be too much sometimes. Besides, you’re still trying to explain how much money the reader can earn. An additional quality stamp maybe isn’t necessary. You could keep it until later on to reinforce the visual CTA. At such a moment an additional argument is always good to accentuate the button. And that white spot happens to be a car. The vagueness probably needs to suggest speed. But an eye that scans and assessesan email in seconds doesn’t need vagueness. He probably won’t even notice such a detail. He wants clarity…
6 It has been some time that we saw a good classical list with simple bullets. It looks a bit like a word processor, but it is still the most efficient way to quickly get across information, while being to the point. In just 3 points the most important USP’s are listed.
7 Here they are getting ready for the CTA. Only suddenly they change the message. I can’t earn € 201, no, I can get a discount of 20%. For those who jumped through the mail without reading it closely, this message could all of a sudden be a bit strange. Even more if they missed the * for the explanation in the fine print. We always advocate to use the fine print in the body. Do you also see the exclamation point on the next line? In point 5 the same thing happened. Make sure your punctuation marks don’t get pushed to the next line. It’s an example of how screen size can play with your text, without you having control over it.
8 And we’ve finally arrived at the CTA. A little hand shows you that it can be clicked. Just like in 1B, where clickers don’t even reach the actual CTA. But is the text the right choice? “Profit” is a verb that can have a negative connotation. Why not use a clear description like “Calculate your price”. Because then, someone who clicks clearly knows what’s going to happen next. That way you can avoid disappointment for those who expect an answer quickly.