Receiving an email from Spotify should be an experience. I've been a Spotify customer for over ten years (with a few Deezer trials in between). But this email from Spotify is mostly a disappointing experience.
Before criticizing, let's talk about what goes into this sample emailing. What's right is customization! It's almost perfect. Talking to me about Chilly Gonzales at the Halle aux Grains in Toulouse, and Chinese Man at the Bikini in Ramonville, is P-A-R-F-A-I-T! I'll pass on Queen in Rodez...
It's personalized content based on my current listening preferences, and properly geotagged.
What's wrong with this Spotify email?
As for the rest, it's not crazy! This email is poorly designed overall:
- L'object is bogus: it starts with a long, non-personalized sentence ("Personalized concert recommendations near you"), and ends with the personalized part. If they'd put Chilly Gonzales first, it would have made a much bigger impact.
- Mobile first to the point of absurdity: Email is not responsive... it's... narrow. So much so that on desktop it floats, the first CTA is below the waterline, the personalized elements that can make people react are in the background.
- The header is just... ugly: The purple ellipses behind the logo don't make much sense and take up space. There's an "unfinished" feel to the top of this email.
- Main title: It recalls information about the object, and therefore offers no added value.
- Promoting the Spotify After the 3 concert proposals, the Spotify email introduces its concert ticket search service. This part would benefit from an insert with a dedicated look. It could also be treated as a reassuring block, presenting Spotify as the specialist in concert suggestions.
My conclusion on this Spotify email
This email from Spotify is a good idea, but poorly executed. The music platform has enormous legitimacy in terms of its members' musical preferences, and therefore in terms of personalized concert suggestions.
Spotify's objective with these automatic emails should be twofold:
- Anchor the fact that they offer a personalized concert calendar
- Create a queue of personalized concert alerts
The copy for this Spotify email needs a complete overhaul. Unfortunately, automated emails are rarely treated as they should be.