Re-engagement emails are a great way to clean and re-activate dormant parts of your list. It’s also a great opportunity to single out customers and make them feel appreciated and heard. That’s why this ASOS email stood out, they noticed I hadn’t been on their site/opened their emails for a while, which now a lot of companies do, yet their messaging and UX is a little different to most I’ve seen.
This email from UK fashion retailer asos contains some interesting mobile innovations, but seems to fall at the last hurdle. The single message email includes a call to action to visit m.asos.com, the brand’s mobile optimised site. There’s a lot of consideration for users using a desktop – the url is included in the creative, the email links through to a landing page on asos.com about the mobile services, and there’s a great use of a mobile QR barcode – so recipients can load the mobile site by snapping a photo of the barcode on their phone.
Another clever innovation that’s handled by the website is that when the email is clicked from a desktop, a landing page about the apps is displayed within the regular asos site, but when clicking through from a mobile it loads the mobile site. However when I ‘clicked’ on the link using my iPhone, it forwards through to a mobile version of asos.com, but seems to drop the ball and throw some kind of error finding the content. Ideally this page would contain information driving to an iPhone app or welcoming me to the mobile site.
So some clever ideas here, slightly let down by a lost opportunity for those clicking through directly from a mobile.