As a fan of First Great Western emails I thought I’d do a design spotlight for their latest offering. I’m going to be analysing the competition, email campaign below giving away tickets for the upcoming, popular Glastonbury Festival. This is email marketing done very well indeed!
Pre Header Text
Good pre-header text can go a long way in encouraging users to open the email in full. In this email it has been used for multiple objectives:
- Acting as a secondary subject line to ‘Win two tickets’ by stating the fact that the Glastonbury festival is actually the UK’s biggest festival. Nice bit of general information there for you.
- The standard ‘view online’ wording has been replaced by something more enticing and also funny with a little pun ‘Track it down’.
- The second link in the pre-header text takes you straight to the booking site so I don’t even have to open the email or scroll down, in fact I can do it straight from my preview.
I like that the first tab is personalised to the email content but also like the Inspire Me tab so I can be presented with alternatives if I’m not partial to partying in a giant field!
Text links have been replicated in the email body e.g. “win two tickets” in the intro paragraph and again under the main image, so even without downloading images I can still see and click the calls to action.
Colours play a big part in our emotional connection with an email. The buttons in this email are in good contrast to the main photo, therefore allowing the email to have a calm, relaxed look about it. This is a current theme with First Great Western emails that visually works really well.
Images and Text Ratio
Too many images can sometimes over shadow the main purpose of an email, but this email gets it spot on. There is good use of one main image containing headline, clickable text, matching coloured background text boxes which in turn make the smaller CTA’s stand out.
Good to see First Great Western are not sticking every social sharing icon known to man on its emails, but just the main ones they value. But a great touch in describing the value of following each independent site, as well as them all being B2C focused as it’s relevant to First Great Western.