Return On Email Subscriber

While this email from Paypal might not blow your mind, I think it is effective and well thought out. How well did it convert?  We don’t know that (hint, hint Paypal email marketing team).  But let me tell you why I singled it out and what you can learn from it for your campaigns, after the jump.

First off, everything about this campaign, from the subject line, to the value proposition, to the call to action is focused on the offer and getting the email subscriber to click through.

Subject Line: “2 weeks free plus $10 cash back from Blockbuster Online and PayPal”
Why it Works: Clearly stated offer, front loaded with the value. Longer subject lines have been showing to be pretty effective lately.

Call to Action: (image below)

Why it Works: Clearly stated, above the fold, and a direct call to action button of “Get Started”. This also wins points for being a mix of webtext and imagery, to battle image blocking - a serious concern.

Complimentary Offers: (image below)

Why it Works: Just in case the Blockbuster deal didn’t grab you, cross-promoting 3 additional offers gives extra opportunity to convert.

One thing to remember with this campaign - we know Blockbuster. This email doesn’t have to sell us on what Blockbuster is and why we need it. If your sale or promotion is new and unknown by your audience, you are going to have to a little more explaining on who, what, when, why, how. But if your offer is understood easily by your subscribers, get to the point and get them to the web to convert.