NFL e-mail comes off like scene from"Attack of the Giant 'Click Here' Button"

Share this content:
NFL e-mail comes off like scene from"Attack of the Giant 'Click Here' Button"
NFL e-mail comes off like scene from"Attack of the Giant 'Click Here' Button"

This piece of e-mail creative from the National Football League seemed to scream, “Hello! Hello! Can you hear me?” It practically jumped out of my inbox and strangled me.

It shouts with all caps and, for sure, is the biggest button I have ever seen in an e-mail. It is bigger than the logo, for cry­ing out loud. Not only is it an excessively large graphic, it has a totally generic call to action: “click here.”

Seriously? That is so 1998, and people are smarter than that now and know they can click on what looks like a button. The NFL must think that if it shows tickets and a giant “click here” button, my brain would switch off and I would click immediately, based on my primor­dial, football-loving instinct.

However, the NFL does a lot of things right in this e-mail. It promotes the vanity URL, and they let it stand as a single and concise message without getting carried away with cross-promotions. It also has a direct and clear headline, and it looks and feels like the league's brand. So why did the league have to blow all that good work up by including this sledgehammer of a button?

All in all, the NFL does an amazing job of e-mail marketing. However, with this particular e-mail, it went over the top on design and used vague language in its call to action — thereby canceling out a really compelling message. Maybe if it had just added a few exclamation points to the button, I would have felt better.

Send your Direct Choice to

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above