Coles Supermarket – great email communications & templates

After looking at the Tesco emails, I thought it would be a good experiment to see if any Australian retailers/supermarkets are doing emails well. Coles is probably the best place to start as they have recently revamped their emails and also repositioned Coles Online to be Coles.com.au (I think that’s a great thing – one umbrella brand without any sub-brands, so easy for the consumer to remember when they are going online).

Currently, Coles send out a weekly email and most elements of the emails are consistent. The only exclusion being for promotional emails. The Coles email structure is:

  • Coles logo
  • Key navigation on the right-hand side
  • Anchor links to email articles/sections
  • Heading including images
  • Hero promotion
  • Staff introduction
  • Weekly offers
  • Competition/promotion (if relevant)
  • Recipes
  • Support service (contact details and links)
  • T&Cs

Below is an example of a bespoke email that was sent out during the Olympics, it follows some of the above but not all.

Coles email 2

Coles promotional email

Below are examples of the standard Coles weekly emails:

Coles email
Coles weekly email
Coles email 3

Coles weekly email (alternate week)

Below is a section of the email showcasing the offers and recipe.

Coles email details

Coles email details - page 2

Below is my favourite section of the newsletter. Coles is actually showing they are there for their customers if they get stuck. The links to other Coles sites is a great way to drive traffic to their sister companies.

Coles support - contact and links

Coles support - contact and links

Below is an example of the T&Cs in one of the weekly emails. They are so long and could easily be a link rather than so much text/copy.

Coles T&Cs

Coles T&Cs

Collection of the subject lines – there is no consistency with the subject lines. Fingers crossed Coles are testing subject lines to see which ones are getting the highest click through rates.

From email address

SUMMARY

Overall, I think Coles are doing a great job with their emails and there are only a few things that these emails can do to improve:

  1. HTML link at the top of the email
  2. T&Cs link rather than a few paragraphs
  3. Subject line consistency
Reblog this post [with Zemanta]
About these ads

3 Responses to Coles Supermarket – great email communications & templates

  1. Pingback: Email Marketing Comment - Coles | FMCG Blog

  2. Tim Fewster says:

    Good summary, it is going to be interesting to see how the printed catalog promotional activities either align or differentiate form the online activity

  3. Andy says:

    If you look at the catalogue function on the new coles site you will see it is an endeca based viewer giving individual product pages of each item and is a massive step forward on many of the flash based viewers being used by retailers

    This technology is available for all retailers

    for more info contact me on andy.tait@salmatds.com

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: