How not to do an email newsletter – brought to you by Best Buy

This is a short post, but I had to get it out there. I received my weekly Best Buy email newsletter yesterday and was very intrigued by the advertisement. It advertised $800 off for a Sony Flat Panel TV. I am in the market to purchase one, so I clicked on the link.The email itself was very well done:

So, I clicked the most logical choice, “Shop Now” as I wanted to see what kind of great deal I was about to get. This is the body of the landing page that I landed on:

Do you see what the major problem here is? No where on this advertisement does it get me to start shopping for my TV. Great, you sold me on the offer in the newsletter, I click on the offer, and you simply list the boring details of the offer, and gave me no link to the TV’s or packages that fall under this offer? Really?

This could have been a HUGE success with a simple “Shop for this Offer Now” Button and then display the packages, with easy links to purchase. Instead, they have made it too diffcult to understand what you are getting and where you are getting it at.

Moral of the story is this. Email newsletters convert at a very low rate. You have too many filters:

Filter 1: Get them through the Spam Filter. If it gets through their spam filter -

Filter 2: Get them to open the damn thing. If they do this….

Filter 3: How do you get them to click on an offer? If you get them to get past step 3, then you are looking good on conversion. Unless you did what Best Buy did above.

Filter 4: If you get them to click on the offer and hit your landing page….THEN YOU BETTER SELL THEM!!! Make it easy for them to locate the offer they obviously liked. Get them to purchase it.  If purchasing is too complicated and requires assistance, then make it easy for them to fill out a lead form, contact button, etc.

Follow those rules and your email marketing newsletter will convert!!

Bookmark It

Hide Sites