Get the Click: BodyGuardz
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Preview with Images
BodyGuardz Email Grade: D
Subject Line | 4 |
Preview Pane | 3 |
Eye Path | 3 |
Clarity of Message | 3 |
Call to Action | 4 |
Offer | 2 |
Sense of Urgency | 2 |
Credibility | 3 |
1/26/12 — In this email sent by BodyGuardz, the subject line and the from line work together to be highly effective for the target audience – people who are into cases for their personal electronics. “Redefining Full-Body Protection: New UltraTough™ Film!” tells subscribers immediately that there’s something new from a company they trust, engaging them to open the email to see what’s different about the full-body protection.
Once subscribers open the email, they see right away the headline, “Redefining Full-body Protection,” followed by the quick and easy-to-read benefits: “More protective, easier to install, and treated with an antimicrobial.” And right under the major benefits is a clear call to action – “Learn More.” This email is doing what it needs to do to get the opens and the clicks.
Perhaps what would be even more effective, however, is a call to action that targets early adopters – such as “Sign up to be one of the first to know when you can buy.” In addition, including the product benefits in html text in the preview pane without images would help ensure an even better overall response. The benefits are currently embedded in an image.
When you first look at this email, it’s unclear that this product is not yet for sale. This not only impacts the clarity of the message, but it also results in a weak offer and a minimal sense of urgency. Also relating to the clarity of the message is the highlighted term, “antimicrobial.” It would be great to test making that word a link to the landing page as well, since many readers may be wondering how that would really work. The level of intrigue may be enough to get some more clicks.
Finally, this email also emphasizes the need to always test your links before hitting send. In this case, the key links were dead when we tried them on both Macs and PCs.
Disclaimer: FulcrumTech does not have access to the performance data relating to this promotional email, so any tests performed on this email can’t be reflected in FulcrumTech’s commentary.