Nowadays, my email inbox tends to contain irrelevant offers so it’s refreshing to receive one now and again that is useful, relevant and easy to redeem. An example of this is this tactically distributed email from Pizza Express which arrived in my inbox just before lunch time. Let’s face it, the offer is a pretty good one and ideal for lunch meetings or friendly catch-ups; the timing couldn’t have been a coincidence.
With the mission to get customers offline and in store, it didn’t hurt that it renders well on mobile devices too with its limited large bold text and high quality images. The design is simple and renders quickly on a mobile which is ideal if having to retrieve the code in a restaurant. Top marks for user experience (and the food wasn’t too bad either!).
Pizza Express are getting a bit of a reputation for building rock solid email campaigns – taking care to make sure the campaign still works when images are turned off. We’ve looked in depth at how to optimise email campaigns for disabled images before, but it’s always good to see new examples of this technique – many email clients still disable images by default, so it’s important to think about the experience of those users.
Here’s how the non-images version stacks up against the regular one: