Earlier this week, I wrote about The Perfect Email. The very same day, I received it.
Priceline.com nailed it.
Take a look at the email they sent me. The screen shot to the left is with images disabled.
*Update*: Priceline.com sent me another email the next day (we stayed at 2 different hotels). Same end result as below - open, click, convert!
Now look at the same email with images on. Hard to see any real difference, right? If I had to bet, I’d say the similar look and feel was intentional on the part of Priceline.com. Incredible job of designing for Images On and Images Off.
Other aspects of the Priceline.com email that neared perfection included:
1. Subject Line: “Please tell us about your recent stay in Salt Lake City,UT.” But how did they know I just returned from Salt Lake City? They leveraged the data they had about me. After all, I booked a hotel using Priceline.com - they knew when I would arrive, how long I would stay, when I was checking out, etc. Use that data!
2. Copy: It was short and sweet. All relevant information was above the fold. Good balance of text to link to images. Copy is king!
3. Call To Action (CTA): The main CTA, “begin survey now >>” was a form of a bullet-proof button. It was visible with both images on and off. I also loved that they added some “quirkiness” - “It’s quick. It’s helpful. It’s good karma for the day.” Clear call to action is critical!
Most importantly, they accomplished their #1 goal. I completed the survey. I converted.
What “near perfect” or “perfect” emails have you received lately? Scour your inbox, your deleted folder, and even those emails you have printed out and taped to your Wall of Email Fame. Then share your stories below. (Do it for Shatner).
DJ Waldow
Director of Best Practices & Deliverability at Bronto
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Really like the quick, efficient method this offers for follow up. The Netflix follow up is also especially good.
The folks that put this one together deserve bonuses. I haven’t been this impressed by an e-mail in a long time. I printed it out and hung it on my wall for inspiration.
@Stuart - Do you have an example of the Netflix email? Fellow @Bronto @covati blogged about Netflix in March 2008 in a 3-part series. Is this the one you are referring to?
@Rob S. - Agreed. Now…how to contact the Priceline.com crew….hmmm…
DJ Waldow
Director of Best Practices & Deliverability at Bronto