Anatomy of a Poorly Executed Email Campaign

By Jason Thompson, co-founder, 33 Sticks   I recently received an email from a large analytics vendor introducing a new virtual training series. The topic of virtual training being one that is very interesting to me, I actually opened the email rather than sending it directly to the trash, which I typically do with most marketing emails.   While the email campaign may have been poorly executed (and not a good representation of the type of work the vendor does) it does serve as a good teaching opportunity.     The Email   Designing an email campaign that has high open rates is extremely difficult, so focus on a well crafted content and user flow is critical.     #1 – Main CTA Not Clickable   The Problem: Upon opening the email, the first thing my eye jumped to was the early bird special offering 25% off. It was bold, it was red, it was offering me something, so I wanted to click on it but I couldn’t.   The Solution: Convincing consumers to open an email from a bulk marketing campaign is hard enough, the last thing you want to do is to make it difficult for them to hunt down the action you want them to take. Low open rates, combined with a poorly designed call-to-action (CTA), will most always result in extremely low conversion rates. In this campaign, the desire is to get the consumer to utilize the 25% discount to sign up for this new service, so why not make the offer easily visible and clickable?   #2 – Offer Not Clickable   The Problem:...