Adidas Newsletter Review

Quelle:

I like to analyse emails that reach out to my inbox and see what I would change to make them better. Don't you? 😅

In this case, it was one of my favourite shoe brands, adidas.

Please, I'm not trying to criticise or shame the brand's marketers, but more of a brainstorm about what it could improve according to what we've seen work better with other brands and best practices.

They have access to hundreds of studies and tests which may generate this result.

However, why not be creative and see what we would change?

➜ For me, the "above the fold" —space we have when we are screening the email inside the preview pane of an Outlook or the first part of the email we see without any scroll yet— is one of the most important ones.

If we don't have the catch our audience's eyes and attention/interest in that first part, we might as well consider it a flop. That's why we should try to have the CTA visible as soon as we open the email.

➜ The animated GIF to showcase a series of related products is always a win. We avoid the risk of showing something they don't appreciate because we have a better chance to show something they like. Besides, it's a pleasure to our eyes. 😍

The only problem is that most mailbox providers have image preloading blocked until you allow them to download and see images. So, it's vital to not occupy the first part of the email with a huge image that they might not see.

➜ I have some trouble understanding the importance of those menu links in the header. For most of my email audits, they represent a small margin of clicks compared with the rest.

So why keep showing them? Especially when you already have customer data which shows you what they're interested in.

➜ Dynamic content according to what you already have about your customer is key for them to feel you've curated the email content according to their interests.

Amazon does that really well. It doesn't mean to be constantly selling me shoes but related products. If I like the basic/classic ones, maybe I like basic/classic clothing, etc.

➜ See that small sentence above the menu? That's what's in the pre-header text of their email. —Pre-header is the text that previews when we're still in our inbox and shows up below the subject line.

They're not using that pre-header to their advantage and sub-headline the content to entice more interest in opening their message.

I hope this gives you some ideas to apply in your own email marketing.

What else am I missing? What would you change?

Let's learn from each other. 🙌

Hinweis: im Original Beitrag bei LinkedIn ist das animierte gif zu sehen. Hier ist lediglich ein einfacher Screenshot: