Another email makeover

These "before & after" design and copy makeovers make fascinating reading. This latest one from Andrew Seer casts a concerned eye over a beauty product promotion for Lookfantastic.

The email worked pretty well as it is, but Andrew highlights a few problems with the layout and wording. His comments and revised version make a number of salutary points.

The new email has clearer calls to action, for example, and that brings me to a question I have.

What do you best use as the call-to-action word on a product link? Buy? More info? Click here?

I always worry that "buy" implies an immediate commitment to purchase and thus puts some people off from clicking. But I've no test results to prove the hypothesis. Anyone?

More case studies Tags: email marketing, copywriting, email design

Permalink | April 18, 2007 | 0 comment(s)
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