Enticing Email Marketing - Does It Always Work?

Looking through my numerous emails this morning I started to notice the differences and similarities in the subject lines. At this time of year most are offering deals and sales to entice Christmas shoppers to their site but I thought we could take a closer look at this email from Glossy Box.

The subject line was appealing but not personalised like some of the others, such as those from TheTrainLine and eBay; 

"The golden Limited Edition Christmas box is here!"

It certainly did grab my attention, considering it is something I buy on a regular basis, the 'Limited Edition' aspect created immediate interest.

Upon opening the email, the Christmassy colours and fancy fonts gave the email a prestige feel, making me feel like I wanted the product even more. The links to the site, the products within the 'box' and the 25% voucher all added to the sudden 'need' for the product. 

The well-crafted email is attractive to look at as well as engaging to use; with links to Facebook, Twitter, Instagram and Pinterest I found myself learning more and more about Glossy Box, despite being a regular customer. The social media sites allowed me to see other users reviews of the Limited Edition Glossy Box through their wall comments and re-tweets. 

It could be said though, that Glossy Box could put a little more effort into the personalisation of their email marketing. I know that the company have my details including name and products I've bought from them before (allowing them to know which products I'm more inclined to purchase if the Glossy Box contained them!). 

As I read through my unopened messages, there is a clear reason why. Most are from companies that I have never bought from, and the subject line tells me more than I need to know about the email, allowing me to skim straight past, or even delete without opening.

Glossy Box is definitely one of the more successful email marketing efforts, making me open their emails almost every time. However, personalisation could increase the open-rate and the follow on links to their site and social media.