Victoria’s Secret Email Grade: [B-]
Clarity of Message
Call to Action
Email grades are based on a 5-point scale: A = 5, B = 4, C = 3, D = 2, F = 1
February 2, 2016 –
Victoria’s Secret is a leading American retailer of women’s lingerie, fashion apparel, and personal care products. Founded in 1977 and owned by L Brands, the company sells its products in more than 1,100 locations worldwide, through catalogues, and via its website. The company’s product lines include Angels, Body by Victoria, and PINK, which targets younger women.
Subject Line Could Be More Inviting and User-Centric
This email was sent to a Victoria’s Secret customer who recently made an online purchase. The primary objective of the email is to convince the customer to complete a product review. Although the subject line — “Rate & Review Your New Purchase” — lets the recipient know what this email is all about, it’s not as user-centric as it could be. An example of more fitting phrasing for this subject line is, “Tell us about your new slippers.” Not only is this alternative example more inviting and friendlier in tone, but it’s personalized by including a description of the product purchased.
Strong Preview Pane, But Room for Improvement in Eye Path and Call to Action
The preview pane without images for this product review email is strong. In addition to using effective alternative text for the images, the call-to-action link is included and clickable.
The eye path, which should lead a reader’s focus to the primary call to action, could be improved. In this design, the email logo, headlines, and copy are all centered; however, the call to action is positioned off to the left, interrupting the flow. In addition, the call-to-action button is black. Although the button’s design and color are consistent with the Victoria’s Secret brand, the call to action doesn’t stand out in the email and the copy in white typeface is difficult to read.
The call-to-action copy — “WRITE A REVIEW” — clearly indicates what action the recipient should take. But a more engaging phrase, such as “Share your valued opinion,” may help motivate more clicks.
Email Message Is Clear, Smart, and Current
The primary message for recipients of this email is crystal clear: review your recent purchase. In addition, the email is personalized, addressing the customer by her first name and including a visual of the product she purchased. The headline (“SEXY IS…HAVING AN OPINION”), subhead (Rate & review your recent purchase, and share yours now.”), and image are modern and feminine. Overall, the email conveys a smart and current message that motivates recipients to take action.
Incentive Offers Can Boost Engagement and Drive Conversions
For product review emails, an offer and sense of urgency are not always necessary. However, we’ve found that incentive offers are a great way to boost engagement with your customers and increase the likelihood that they’ll complete your product review. Free shipping or a percentage off the customer’s next online order, for example, may be enough to get them to take the time to complete a product review.
When it comes to building brand awareness, Victoria’s Secret does an incredible job. That brand awareness contributes to the high credibility of this email. Positive reviews and testimonials from customers can help boost the credibility of a product even higher and drive more sales. Though this email is clear and consistent with the Victoria’s Secret brand, adding an incentive offer likely would help motivate even more customers to write and submit product reviews.
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.