|By Jim Bruene on June 6, 2003 10:16 AM | Comments (1)|
Date: 5/15/03, 5:49 PM
From: Charles Schwab & Co., Inc. [firstname.lastname@example.org]
Subject: Schwab Bank mortgage offer still stands.
Schwab’s email to customers announcing its new mortgage program, featured price and performance guarantees.Analysis
- Good offer
- Simple and effective copy
- Drab brown and black color theme
- Good use of white space, but could use more graphic design and color to draw readers in.
- Ineffective subject line, “Schwab Bank mortgage offer still stands.” What does that even mean?
- Should be effective with current customers already loyal to the Schwab brand.
Date: 5/15/03, 5:41 PM
From: Chase Credit Cards [email@example.com]
Subject: Requesting a credit line increase is easier
Chase’s email fits nicely on a single screen.
Clicking through the email causes a login screen to appear. A weakness of the implementation is the URL used: after a barely noticeable redirect through www.bfi0.com , a login at www.chaseshop.com is presented. Users knowledgeable of spoofs and fraud may avoid logging into “chaseshop.com.”
- Effective offer
- Excellent graphics and layout
- Confusing “from” line: Chase continues to send emails under the URL of its email service provider, Bigfoot Interactive firstname.lastname@example.org . Although, it does a good job disguising the vendor address as much as possible, in these spam-and-fraud sensitive times, Chase needs to send emails from its own URL.
Date: 5/15/03, 1:22 PM
From: DeepGreen Bank Security Security@DeepGreenBank.com
Subject: Account Security Tips
A great overview of high-level security issues from DeepGreen Bank.
- Plain language, good copy writing and layout
- Great content
- Good from address: Security@DeepGreenBank.com
Date: 5/14/03, 8:59 PM
From: Expedia.com [email@example.com]
Subject: Your special VIP benefits
Expedia’s email to select customers announcing a new program with VIP email and telephone number.
- Sometimes less is more: A nice, simple letter from the CEO can be a relief from the busy HTML spam bombard.
- HTML was used to make the message appear more like a snail-mail letter, making it easier to read and more recognizable with the Expedia logo.
- VIP programs are great marketing tools, just ask American Express; Expedia’s approach is well-suited for financial services companies.
- Our only complaint is the VIP service is not carried through to the website. When I log into my account it still shows the regular contact numbers – not very convenient to have to refer back to this email for the info.
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