Bass Pro Shops hauled in a big one with its Catch of the Week email. The “Rugged Outdoor Watches – $9.97” subject line leaves no confusion as to the email’s purpose, and the inside eschews lengthy text in favor of images and a clear call-to-action. The watch photos make the deal seem like a steal, while the below-the-fold image of a father and his daughter fishing sends a subtle message that dad doesn’t need another tie this year.
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Cabela’s springs a trap with its “Save up to 70% in our Bargain Cave” email. The subject line is enticing, but the seven offers—although clearly listed, each with a specific discount and a call-to-action—is confusing because the six secondary offers look associated with the main offer, but they aren’t. Additionally, although “Shop now” works for the main offer, the six secondary calls-toaction could be more effective with “Buy now,” as they each link to a specific item.
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Dick’s lassos customers in with its “2 Days Only” promotion. The main message is clear and simple in that it repeats the deal cited in the subject line in a large font with a photo of two people riding their bikes alongside a can’t-miss call-to-action. The only other piece of information fighting for attention is the day’s featured deal—a $54.98 hammock—and that’s placed in such a manner that it doesn’t poach from the main offer.
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River Sports Outfitters leaves customers scratching their heads with its “Events this Weekend” email. Poor spacing crams text and images tightly together so they compete for attention. The calls-to-action are simply underlined text; if not for being red, they would blend into the surrounding text like camouflage. The seemingly disconnected plug for a sandwich shop becomes clear only if the recipient reads the dense copy that explains the relationship the shop has with River Sports.
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