June 29, 2009 3 Comments
One of my previous post (Who has the best designed emails? Air NZ) focused on why Air New Zealand have the best designed emails, this one looks at the different elements that are reused or templated between the emails (ie the consistencies).
How often are Air NZ sending emails?
This is a really important question when you are using templates. If emails are sent daily (eick), then the email template needs to be very similar with just minor changes being made prior to sends. Unlike the other airlines (particularly Qantas and JetStar), Air NZ doesn’t spam their base (well not me anyway). Below is an overview of the amount of emails they have sent since December 2008 (total of 14 over 6 months – just over two per month). This means that at least Air NZ don’t need to compromise the design for frequency.
WHAT ELEMENTS ARE THE SAME?
Air NZ’s emails are divided into four sections:
- Header – each individually designed dependent on the offer/email theme (UNIQUE)
- Body – follows a similar format across all emails, but designed dependent on the email theme (PART TEMPLATED)
- CTA – exactly the same across all emails (TEMPLATED)
- Base (email preferences) – exactly the same across all emails (TEMPLATED)
Body – below are two examples of the email body and the similarities between them. The two examples show an international email (Aussie Airfares) vs a domestic email (Domestic Airfares). This section is divided into two key parts:
- offer information
- functional area where the subscriber can start their airfare search within the email.
CTA – each of Air NZ’s emails have a really strong call to action and it is consistent across all emails. There are four options for the subscriber (see below) giveing them the option to be directed to the different business areas within Air NZ (holidays and airfares), as well as communication channels (web or phone).
Base (email preferences) – at the bottom of each of the Air NZ emails, your email preferences are displayed. I really like this feature because you can see which email address you have subscibed with (very beneficial if you have multiple addresses) and also can update the email format easily.
- Templates don’t need to mean matching luggage – you can make elements of an email the same without it looking boring.
- The design of the header (preview panel) is key – this is the most important part of the email and must be different and appealing to get the cut through. This shouldn’t be templated too much. Some elements should be the same (email not visible, safe list, mobile device, navigation), but there is leverage to be creative and push the design.
- Consistent CTA is madatory – rather than try and teach your subscriber how to use the email every time, keep some things consistent. Particularly the CTA element.
- Highlight email preferences – don’t hide the subscribers preferences, highlight them and show them what else they can be doing. It adds value.
- What’s working in emails? MailerMailer email marketing report (June 2009)
- Who has the best designed emails? Air NZ
- How to make the most of email templates? J.Crew
- Do you need a welcome? J.Crew thinks so
- How to encourage sales by email? Bluefly
- What else could Apple be doing in their emails?
- Overview of Apple’s email marketing
- What are the commen elements in Apple’s emails?
- Why does everyone love Apple’s emails?
- How many emails is too many? Qantas Frequent Flyer, Air NZ and Apple
- What questions to ask consumers to tailor email communications?
- What are email best practices?
- How to ensure subscribers see HTML emails?
- What & when retailers send emails? Tesco, Coles & ALDI
- Coles Supermarket – great email communications & templates