What I like:
- the Subject line / Preheader combo immediately sets the tone and makes you want to open the email.
- There's no repetition between the subject line, preheader, main title and subtitle. Each element adds value for the reader.
- The writing is fluid. You can feel that the email has been read aloud before being sent. You can almost hear the variation in tone.
- The choice of words shows the research, the work done, the quality of the product and the brand purpose.
- The visuals also add value and validate what we say: the raincoat is water-repellent, and it shows!
- The visuals remain side by side on mobile, which is not a problem.
A few snags, however:
- The text in the main block is in image format. This block will therefore be unreadable on opening environments that do not display images by default.
- The text in the "technical" visual could have been in a larger font. On mobile, it's hard to read. We could even have thought of displaying another image more suited to cell phones.
- The CTA "I want it" may seem a little aggressive or oppressive. We could have had "I'm getting ready for the rain."
- The footer text does not read smoothly. It should be changed to "You are receiving this email because you have subscribed to the Asphalte list. If you wish, you can manage your reception preferences or unsubscribe completely from our communications by clicking here."
We interviewed Rodolphe Gardies on our podcast "Sobriété & Marketing". Listen to what he has to say about Asphlate's marketing and communications strategy, click on this linkn.