A Whiskey email comparison
As a whiskey drinker (bourbon and rye whiskey mainly) I occasionally purchase whiskey from well known whiskey sites.
I recently received emails from two whiskey retailers promoting a new whiskey. Here's a comparison of the emails and my thoughts on what I liked and didn't like.
Segmentation
I wasn't happy with the lack of audience segmentation from both retailers. I've only ever bought bourbon or American whiskey from them, so promoting Irish whiskey to me felt off. Audience segmentation is crucial, as different types of whiskey appeal to different people.
Personalisation
I didn’t like the lack of personalisation in email 2. Where’s my name? Where is at least a greeting of Hi There, or Hi Whiskey shopper... Starting to think I need a whiskey client! It would have been more engaging if it had a personal touch.
Content
The above the fold section of the email is valuable content space, in the case of the second email, I felt that the initial tone and presentation were not great. The retailer focused too much on themselves rather than addressing the whiskey. It would have been better to highlight the product first and just then mention their brand awards and trust pilot reviews further down the email.
However, I did like the subheader in the first email that called out the world launch, and the additional product information in the second email, which included an image of the bottle.
I'm unsure about listing the price in the second email. While it provides transparency, it may result in customers not clicking through to the website and where as they might consider the whiskey out of their price range they would be on the website and able to peruse other whiskey.
In Summary
My ideal email would be a combination of the best aspects of both emails to create a more effective and engaging message. I hope these observations are helpful to you when designing your next email. Email design and content writing are important, and I often advise clients on these aspects.
I hope you found value in this whiskey post and encourage you to now go enjoy a whiskey!
