Since a few weeks, with the number of trips I make every month between Brussels and Paris, I decided to register to the Thalys loyalty program: Thalys TheCard. On the menu, miles, various advantages, no need to print my tickets, ... a good plan!
For the moment, I am a Silver member, the lowest category. But considering the number of trips I've made, I'll soon become Gold and be able to double the speed of my mileage acquisition ;-). Well, I'm not going to continue this Goodsender by telling you my life story, but this Tuesday, I received an email from Thalys entitled "Access to more and more privileges...". In this email, Thalys explains that within two trips, I will have access to the Gold Card.
Coincidence or not (ladies and gentlemen of Thalys if you read me, feel free to comment), I received this email in the Thalys, only a few minutes after being checked. Well, unless I can prove otherwise, I still think it was a coincidence, but if it wasn't... hats off.
Anyway, I love this email :
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- It's transactional! It is the consumer who indirectly triggered the sending of the email. The attention is therefore at its maximum.
- Great for upselling! I won't hesitate long before spending my next trip to get the gold card.
- Good for commitment! Thalys is very attentive. They think of me, and I'm happy.
Well, as much as I love this email, that's not why it's perfect ! Some small remarks:
- The subject line of the email is not ideal ("Get access to more privileges..."), it would have been even more effective to talk about the transaction, for example: "Only two more trips to get access to our Gold card" (or something similar).
- The visual is, uh, corporate, but soulless, and the link with the content of the email is not obvious.
- The call to action ("Discover all the privileges of the Thalys TheCard Gold...") could have been better highlighted. Here, no button, no underlining, very long, ...
- The train is a 100% mobility service ! So it's time to adapt this email so that it can be displayed correctly on a smartphone.
- The design is gone, but like the whole Thalys TheCard site, it's time for a big update.
Identity card
Generic email information:
- Subject of the email : Access to more and more privileges...
- From : Thalys TheCard
- Preheader : If this e-mail is not displayed correctly, view it in your browser.
- Email Router : Neolane
Checklist :
- Link to privacy : KO
- Link to unsubscribe : OK
- DKIM : OK
- Text version : OK
- Text to Image Ratio : OK
- List-unsubscribe : KO
- Friendly reply : ??
- Mobile ready : KO
Screenshot of the email
