Email Of The Week – A BHD For GHD?

It being Christmas-present season, I purchased a set of straightener’s for my wife last week. More specifically, the space-age GHD IV Styler, for a trifling £99.  Considering my line of work, I was naturally quite impressed when they threw in a couple of questions at the end of the order process so that they could send me relevant email marketing campaigns in the future. Nice attention to detail, I thought!

But then it all went a bit wrong.

Not long after the order was made, I received this email offering me the same product but with some sexy new addons for an additional £50, a pretty good deal and one that I would have been very interested in had I known at the time of purchase! Having asked for an exchange, they turned out to (perhaps unsurprisingly) be out of stock. Frustrating…

It just goes to show, you need to be careful that you don’t send offers to customers that might already have purchased the product and that, when you do send offers, you make sure you have enough stock to fulfil!

But I managed to overcome my fury at this targeting mistake and get my ESP hat back on to judge the rest of email. Here’s what I spotted…

See the original email here

We liked… The design – it’s very fresh and in line with the full website.  Also nice to see the use of Christmas delivery times to drive a sense of urgency…

We weren’t keen on… The heavy use of images in the upper area of the template.  When you consider that for most recipients (if not all) images are disabled by default, on first glance they’ll simply discover a blank black screen, especially if using a horizontal preview pane.

 

We did like… The use of a wish list, allowing the recipient to send an email to a partner, family member or friend in a bid to get them to spend some moolah – a nice touch to drop those unsubtle hints.

We were disappointed that… The email campaign clearly didn’t tie-in with my purchase history. This is the first email campaign sent since the purchase was made and unfortunately the opportunity for cross-selling has been abolished.  It would have been great to receive an email on straightener care, sprays, styling tips etc…

Perhaps they’ll learn from this lesson with future messages, or maybe there’s an email on its way offering the same deal for even less, and the whole mess will start again!

Here’s hoping you have better luck with festive shopping than me! Merry Christmas!