I really like the simplicity of Hotwire’s travel ticker email, a publication that seems to belong to Hotwire sister site Travel-Ticker.com. (I wonder if this site is an SEO play? An answer to SmarterLiving? Very intriguing.)
Would you make any changes to this email?
If I were President …
I’d move the orange “Show me>” button to the right of the cyan text. I’d leave the height of each cell the same — more whitespace — and center the pink price vertically.
Why? Eyeballs move from right to left, and after I’ve read what $109 gets me, I don’t want to have to move my eyeballs and my mouse all the way back to the orange clicky thing. “Yes, but the cyan text is hyperlinked!” Sure, but you’ve already visually teased me with that big ole’ orange thing. I wanna click the orange button!!
That’s the only thing I can think of to futz with. I mean, maybe a photographic header image would be nice to add a little bit of dimension. Perhaps they can stick a blonde with a headset in the upper right hand corner – methinks their VP, Barbara Messing, would be perfect in this job.
Lesson for the rest of us: when thinking about how to organize your emails, consider:
- Where people are likely to click, based on the graphical elements you’re providing
- Where you want people to click, based on your email’s marketing objectives
- What people will need to know before they click on something (in this case, most folks would want to know what they were getting for that spectacular fuchsia price)
- The fact that in these parts, we generally read from left to right
Anything else worth considering?
Go get ‘em, tigers!
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