3 Worst Canada Day eCommerce Emails in 2015

Eradium ecommerce email-marketing Canada Day

3 Worst Canada Day eCommerce Emails in 2015

Happy Canada Day-Iconic Canadian Inventions!

3 Worst Canada Day emails in 2015 and strategy for the next year!

This article is from the weekly series of posts about eCommerce Email Marketing Best Practices.

July is one of the slowest months for retailers as many people leave for vacations before it is back full speed in August for back to school sales.

Canada Day is the first long weekend of the summer. It symbolizes the begging of a short but amazing period of sun, outdoors and holidays. Unlike Boxing Day which is a symbol for shopping, Canada day is the exact opposite; a day we all want to spend outdoors watching fireworks not shopping.

According to the Retail Business Holidays Act, retail stores must be closed on this day. However, Toronto passed an amendment to allow certain stores to be open. If we are being forced to have another shopping day let at least be relevant to our nation’s birthday. (1)

Retailers should not treat Canada Day like any other shopping day in their marketing communication and carefully plan their promotions around Canadian merchandise. There have to be some sacred days left in our lives where we are not pushed to shop and shop but just spend time with family and friends.

All campaigns must be wisely planned and sensitive towards specific holidays. We should view Canada Day as an occasion to connect with our country rather than another opportunity for a shopping extravaganza.

We will examine the type of email campaigns that we definitely do not want to see next year and some ideas on how we can incorporate Canada Day and a good opportunity to sell more.

THIS WEEK WE ARE REVIEWING CANADA DAY ECOMMERCE EMAILS FROM THE FOLLOWING RETAIL BRANDS: HUDSON’S BAY, HR2 AND WATCH IT.

Rating

All emails will be rated from 1* to 5*, where 1 means poor and 5 is great.

We review on a weekly basis:

Design

  1. Colors – colors have good contrast, consistent
  2. Typography – fonts have readable size, clear titles
  3. Images – clear, visible, easy to understand
  4. Formatting – blocks follow each other in an easy to navigate pattern
  5. Mobile Optimized – all elements are visible and formatted correctly on the mobile phone

Content

  1. Subject line – signals urgency and clear main offer that will be found inside the email
  2. Clear offer – one main offer with clear call to action
  3. Urgency to purchase – time, stock, shipping that motivates the buyer to purchase
  4. Product highlights – clear description of the products to evoke the interest of the reader

Email 1: Hudson’s Bay

Subject Line: Canada Day Exclusive: Save $150 on the scarlet point blanket‏

Eradium ecommerce email-marketing Canada Day Hudson Bay

Design

  1. Colors: 2*
  2. Fonts: 2*
  3. Images: 1*
  4. Formatting: 2*
  5. Mobile Optimized: 2*

Content

  1. Subject line: 2*
  2. Clear offer: 2*
  3. Urgency to purchase: 2*
  4. Product highlights: 2*

 Overall rating: 1.9*

Conclusion – BUYING FACTOR: NO

Hudson’s Bay delivers one of the worst emails and the Canada Day worst email winner. There are a number of things that are really wrong with this email.

Image-this one of the worst images in an email that I have seen, the texture of this blanket is not something you want to showcase in this size, you can even see some white patches on the black line. That image is definitely not evoking the desire to purchase this blanket and save $150.

Subject Line-who wants to save $150 dollars on a blanket in the middle of the summer? A blanket is the last thing you want to buy in July especially for this price.

Formatting – an ugly image of the blanket with some hard to read white font, black button are all recipes for a disastrous look of this email

Clarity of the offer – there is no one clear call to action. There is an offer to save on a blanket, a throw, get some Olympic gear and celebrate Canada day on social all in one email. There are just too many ideas thrown together without any cohesive flow or logic.

Product Overview – there is no description or detailed information about any of the items featured in the email. When someone reads save $150 dollars right away they think that this item is really expensive. Who knows what scarlet point blanket really worth?

Make sure that your emails always make sense to the majority of your audience, not just you.

Email 2: HR2

Subject Line: Celebrate Canada Day in Style with up to 60% off!

Eradium ecommerce email-marketing Canada Day HR2

Design

  1. Colors: 2*
  2. Fonts: 3*
  3. Images: 2*
  4. Formatting: 3*
  5. Mobile Optimized: 2 *

Content

  1. Subject line: 2*
  2. Clear offer: 2*
  3. Urgency to purchase: 2*
  4. Product highlights: 1*

Overall rating: 2.2*

 Conclusion-BUYING FACTOR: NO

Pros

  • Lots of Canada day color inclusion looks patriotic

 Cons

  • There are no links to the products, no descriptions or any way of knowing what those products are or why are they included in the Canada Day campaign
  • There is no clear message when the special is on
  • It seems that there is only 1 item on sale, the rest are regular price
  • The fact that these items need to be purchased in store is not very clear and found all the way at the bottom of the emails.

The most basic thing a shopper needs is what, when and where to buy. In order to make your campaign somewhat effective please let your audience know at least that.

Email 3: Watch It!

Subject Line:  ‏ Canada Day Sale on NOW!‏

Eradium ecommerce email-marketing Canada Day Watch IT

Design

  1. Colors: 1*
  2. Fonts: 2*
  3. Images: 2*
  4. Formatting: 2*
  5. Mobile Optimized: 2*

 Content

  1. Subject line: 2*
  2. Clear offer: 3*
  3. Urgency to purchase: 2*
  4. Product highlights: 1*

 Overall rating: 1.9*

Conclusion- BUYING FACTOR: NO

Pros

  • Clear offer inside the email

Cons

  • Font and images are hard to read, the images appear blurry and the products do not stand out
  • There is no product information or any information about the products featured in the email
  • The fact that Watch It sells shades is not a known fact and should be prominently featured in the email and not buried in the last line of the email

You cannot just say Canada Day sale, your products must be Canadian or at least have relevance to the holiday to have a connection with your audience. Do not hide discount or important products you are trying to sell, that will not help you sell more.

Just for Fun

I guess Sears is still not both fit in a digital age. Sending an email with a prompt to print a coupon is so old school. I guess they do not know that there is technology to read coupons from phones. No wonder Sears is struggling to stay relevant and survive.

Eradium ecommerce email-marketing Canada Day Sears

FINAL REMARKS

How to incorporate Canadian things into next year campaigns and make it more appealing and truly Canadian! I bet you thought that only beavers, Tim Horton’s and Justin Beaver are true Canadian icons.

Top 5 important things about Canadians: (2) can be used to evoke positive filings and influence patriotic purchases next year:

  1. Humour – nothing gets people in a positive mood that can promote shopping like a good joke.
  2. Politeness – Humour and politeness could be a winning combination theme for the Canada Day marketing campaign.
  3. Competitiveness – a competitive messaging usually helps evoke shopping desires if you start comparing some older products with new better items
  4. Indecisiveness -this will also require some humor but can help get some social element and a viral potential
  5. Multiculturalism – Canada has 200 spoken languages – if there is an ability to segment the list, a culture specific message is a great way to get all the nationalities involved and excited about Canada day and buy all things Canadian.

Below are some of the top products invented in Canada: (3) they could be used to promote similar or supporting products for Canada Day eCommerce emails and shopping marketing material.

 

  1. SUPERMAN
  2. BASKETBALL
  3. AM RADIO
  4. WALKIE TALKIE
  5. THE PROSTHETIC HAND
  6. TRIVIAL PURSUIT
  7. LACROSSE
  8. THE ELECTRON MICROSCOPE
  9. THE WONDERBRA
  10. THE ALKALINE BATTERY
  11. THE CAULKING GUN
  12. THE JOLLY JUMPER
  13. THE GARBAGE BAG
  14. THE PAINT ROLLER
  15. THE ROBERTSON SCREW
  16. FIVE-PIN BOWLING
  17. THE PAGER
  18. THE MCINTOSH RED APPLE
  19. PEANUT BUTTER
  20. THE TELEPHONE
  21. THE BLACKBERRY
  22. THE CANADARM

Let the creative juices flow.

Anna Battrick
anna@eradium.com

Anna Battrick is Eradium’s Director of Ecommerce Services, has an extensive background in retail marketing and project management. With over 10 years of managing complex projects from inception to completion while always maintaining “it can be done” spirit. The world of retail is not only a professional interest but also a personal hobby which lets Anna see the other side of retail, from a shopper perspective. This helps create engaging marketing programs that speak personally to the shoppers interests and engage them in a conversation.



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