When the obvious works…

• Date – 3rd April 2019
• Brand – Fullers Brewery

An explanation

There’s a degree of “OTT” about email marketing sometimes. A countdown timer, an uber personalised header featuring name and personal facts, gifs. It’s easy for an email to be more about the style and less about the substance.

This isn’t me criticising that approach by the way, I’m guilty of it myself sometimes. I’m just accutely aware that sometimes the most obvious, most basic idea can have a massive impact.

Take the latest email from the Fullers Brewery for example.

For free drink offers, or simply out of curiousity, I am registered to multiple pub email chains. Yet, whenever a brand changes their menu, there’s an obsession with getting people on site to view the menu. This isn’t surprising really. After all, Open Rates and Click Through Rates are often the be all & end all of solid CRM KPIs. However it is refreshing to see a brand try a different approach and paste their menu smack bang in the middle of their email as the header!

Simple, effective, mouthwatering. Yes, the image isn’t perfectly alined with the email template, but for the straightforward approach, I applied their efforts.

Now if you excuse me, I might go grab myself a halloumi wrap.

• Subject Line – Check out our tasty new dishes…
• From – The Merchant <merchant.manager@fullers.co.uk>