Because the initiative itself is worth talking about: cafés-restaurants in a spirit of solidarity, with the employment of disabled people as a goal - what a great cause! I like to drink a kawa and wonder who's playing first base(1)... If you get the chance, drop into one of your local Cafés Joyeux!
But also because the email itself is a great initiative. Even if it still lacks a few "little extras", it's got the basics right, and that's not bad at all! Here's my analysis as a P4 reformer.
On the editorial side of the email
- Any opportunity is a good opportunity to communicate with your subscribers. In fact, don't forget to keep a "chestnut" - it's always a good idea! Here, we're using the national breakfast and brunch day as a lever. As a result, the subject line "Un rendez-vous à ne pas manquer?" and the headline "Venez bruncher!" are simple, but effective and coherent! That's all I needed.
- On the other hand, I regret the absence of a preheader. for this campaign. In fact, the title "Venez bruncher!" could have been used as an object complement, couldn't it?
- Personally, I might have added a little more joy and madness in textual content. "A hotel..." "You don't have a hotel hereiii... For the third time, you don't have hotels in beautiful neighborhoods..."(2). All right, it can also have the opposite effect... But it's worth a try!
- So okay, I've got a fake video player of Vianney's portrait (not the singer, no, no...) but wouldn't it be nice to do a (short) text transcript below? Or explain his mission in Rennes' Café Joyeux? Or to recall the values and missions of Cafés Joyeuxsuch as the fact that 100% profits contribute to the development of their cafés-restaurants and to the inclusion and training of people with disabilities? Or a quick infographic?
On email design
- A total of 4 shades (black, white, pale grey, yellow) is perfect! By limiting the number of shades, legibility is optimized, and consistency with the brand's visual identity is assured. Although certain elements, such as the social network icons, are not exactly faithful to the graphic work done on the website…
- Brand design adapted to email marketingAnd this is rare enough to warrant mention. Let me explain: many marketers want to apply their identity's graphic charter to their email communications AT ALL COSTS. "I want shoes!(3) When you consider the problems of rendering emails in different opening environments, it makes sense to opt for an email-specific Design System. A sort of variation on the general Design System, but adapted to the email itself. As a result, the button texts here are not in "Happy" typeface as on the site, but in Arial, a websafe typeface. Top!
- While the previous point underlines the efforts made by the brand to guarantee optimized accessibility on opening environments, I'd like to put a slight damper on things by saying thatit's also possible to bring a little freedom and exoticism into the graphics. By calling up Google Fonts, for example, and making sure you have a back-up solution in case the typography you call up isn't supported. Or by adding a few pictograms or illustrations: the image bank on the site is super cool too!
- One way or another, I'll try to move up the main button, which arrives a little late in the email. Why not think of the title, text, button and visual as a single element, for example, with the textual content on the left and the visual on the right? Just another way of displaying the main content more quickly, and perhaps attracting a few more clicks?
On the html code of the email
- All texts are designed in HTML with CSS formatting: bravoooo!
- Accessibility principles could be slightly optimized: a
langin the tag<html>Disability is a broad concept, and an organization like Café Joyeux should apply all accessibility principles to the letter! - While the design of the email is rather simple, the HTML code is relatively complex, and a little too heavy for my taste: 71kb is a lot for such light content, isn't it? I list an awful lot of media queries. Too many, in my opinion, given the changes made to the mobile version. Strange... and 160 lines of code for the "Our mission | Find my café-restaurant | Order my coffee" menu in the footer, that's way too much!
I should point out, if it were necessary, that this article is humorous. If Artus did it, I don't see why I shouldn't be allowed to. Besides, my mother was a special education teacher, so that's something... Café Joyeux, if you need the slightest help to get the most out of your work. writing your email communicationsWe'd be delighted to help! As Clotilde, my friend from CM1 with Down's syndrome, used to say: "I love you very much...".
(1) Rain Man
(2) One Flew Over the Cuckoo's Nest
(3) The Eighth Day