This week, I’ve chosen an email from DIY chain Wickes.
Wickes are making the most of the tail end of World Cup fever to help grow their Facebook community base. So our round table of email marketing consultants took their referee’s whistle to campaign in question.
We liked the fact that Wickes is integrating its Facebook presence with an email marketing campaign. Complimentary cross-fertilisation between the two channels remains an under-used strategy, despite the huge rise in popularity of social networking.
We liked how the email plays nicely on the parallels between being a fan of the England team and a fan on Facebook.
We liked the offer of exclusive Facebook Voucher Codes and wondered whether this may not have been a stronger offer, attracting more loyal fans, than the straightforward cash prize draw. Hopefully they split tested these two offers, side by side!
We didn’t like the 100% image-based approach. While there’s a “click here” link to display images, it’s very rare that anyone ever takes up such an offer, running the risk of the page appearing blank with images turned off.
On a side note, although the friendly from address makes it clear that Wickes is the sender, the actual email address references their email marketing provider, which might make some recipients less inclined to open the message.