Though the Olympics are winding down, our final Email Olympics event is heating up between Congdon Park, BellyFlop, and Tillas Flip Flops. In our three prior events, we’ve seen Congdon Park take home two golds, BellyFlop snag one, and Tilla’s Sandlas has yet to receive one. Let’s find out if Congdon Park will win the Olympics by a landslide, or if BellyFlop will make things interesting!
Today we’re evaluating how well each email sets the recipient up to take the next step, or actually take the action from the email’s call to action (CTA). An email’s CTA should really let the reader know what the true purpose of the message is and what’s being asked of them, so let’s see if these emails make the recipient want to follow through.
I like that BellyFlop is direct in the first section of the email. The button with “Read More About Rewards” is to the point, but I wouldn’t go so far to say it’s incredibly enticing. Then further down the email we have a smattering of additional CTAs, with a final ask to follow them on social.
Though I think it’s good to include a few CTAs in welcome emails to let recipients choose their own adventure, I don’t think BellyFlop can justify having quite so many in this case. Some of this content would be great for a second or third email in a welcome series.
The urgency in the copy and the main call to action (specifically around the time restrictions on the sale) make me want to click through to shop the sales! And if I wasn’t convinced from the copy above the button, the promise of free shipping is just what I needed to read to diminish any remaining hesitancy I had with clicking through to start shopping.
Though the use of all caps for the button copy feels a little over the top, I will admit that it does catch my eye. I’d just be cautious of overusing these tactics and exhausting customers with too much urgent messaging.
Following up with one additional, simple CTA to follow them on social for a special offer is a good balance in this use case. Maybe someone isn’t interested in the sale, but they will be reminded that they want to engage with the brand on social media.
Congdon Park won The First Glance event due to great formatting and enticing images, so they already are well on their way to getting a click! The vibrant color and placement of the button are a great combination. The only thing I would change about the main CTA is that it’s not even a call to action. I’d love to see the copy used above the button “join in on the family fun” become the text on the button.
And since this is a newsletter, the additional CTAs are appropriate in my opinion. Newsletters are supposed to include a decent amount of information, so it’s a good thing they linked out to additional community-focused content as well.
Though I initially saw this event as a battle between Congdon Park and BellyFlop, it looks like we have an underdog winner! The gold for this event goes to Tillas Sandals because of the direct copy, use of urgency (sparingly), and proper number of CTAs included. Congdon Park takes home the silver for great button placement and use of color. And that means BellyFlop takes home bronze.
Thanks for coming along for the ride with us as we watched these three contenders battle it out through each email event! If you’re feeling like your email program could use a little “back to the basics” training program, download our A-Z of Email Marketing guide to make sure your emails are in tip-top shape.