Daily Email Inspiration: Lily’s Kitchen
Reading Time: 7 minutes
Lily’s Kitchen recently started their Christmas email campaign to promote their Christmas Gift Guide. We have analysed the email based on a set of criteria we have identified in the office to create the most effective email campaigns.
In the latest in our series of #dailyemailinspiration articles, we take a look at their campaign:
Layout and Design
The email is split into three distinct sections, each separated by a ‘page break’ line. This makes the email easy to scan through as the recipient can scroll until they find appropriate products for their pet.
The length of the email could be shortened if a customer’s purchase history was used to segment the email list by the type of dog they own.
Using segmentation, Lily’s Kitchen could simply provide the customer with an offer appropriate for the type of dog they own instead of giving the three different options currently included. Lily’s Kitchen would first have to collect relevant data before deciding on how to segment the data, each data segment could then be sent content specifically tailored to them.
The absence of call-to-action buttons, discussed in detail later in the post, could be used as a profiling tool as it registers which elements the contact has clicked on. However, omitting CTA buttons entirely may reduce the click through rate as contacts may be unsure of how to initiate the next action.
The link from the “free delivery” sections takes the contact through to a designated landing page which allows the user to navigate to the related section.
The email has been optimised for mobile devices with a shortened header and footer displayed, as well as stacked images to ensure that the email’s main messages are not lost.
The email content does not persuade the recipient to buy a product from Lily’s Kitchen although it is informative and matter of fact. This is reflected by the absence of any CTAs in the email. The content is very descriptive and acts as an information piece on the Christmas products Lily’s Kitchen have to offer.
The email’s subject line ‘The Perfect Gift For Every Pet’ is relevant to the email copy but does not contain a clear call to action which could be included to increase open rates in future campaigns. Despite the compelling subject line, it could be argued that the content and subject line are not consistent as the content only addresses two types of pet, dogs and cats whereas the subject line suggests a broader set of pets.
Use of ‘every’ is also reflective of the generic tone and might be improved by being more personal to the recipient’s pet, specifying what type of pet or even the pet’s name if it is known. This information could then be used to produce a more specific set of gift ideas.
The copy in the email body presents a narrative for three potential character profiles. The stories demonstrate the company’s understanding of the different personalities a dog may assume. These descriptions position the company as experts in their field.
This type of storytelling and observation is compelling and positions that company as a knowledgeable thought leader. This can be more persuasive than the most thought out sales copy. If the content of the example email was tailored to this specific contact based on their previous behaviours and engagements, this would be email copywriting and email personalisation at its finest.
(Hopefully Lily’s Kitchen will be kind enough to let us know if this the case!)
Visuals and Images
Visuals and images are where the Lily’s Kitchen email excels. The email theme is in-keeping with the theme of the landing pages which the email links to. However, the colour of the company logo has been changed to accommodate for the Christmas theme. To increase brand continuity, the company logo should be consistent across all brand communication and content.
Although the email contains many images, these have been stored on the Lily’s Kitchen website and are linked to ensure that the file size is kept to a minimum. Most emails over 100-120kb in size are likely to start triggering spam filters. Lily’s Kitchen had this in mind when creating this email. They have created a strong image driven email whilst keeping the file size low.
Personalisation and Segmentation
The email appears to have been sent without any segmentation or personalisation of content. Although the email recipient has specified that they have a dog as a pet and have previously purchased dog treats from the store, it doesn’t appear that segmentation has resulted from their purchase history. The recipient’s purchase history indicates that they only intend to buy dog treats from the shop, however, a more general range of products are addressed by the email.
The email suggests a selection of products based on the character of the dog that the user is buying for, splitting the email into three distinct sections which we have already mentioned. A user with a friendly family dog would find the first part of the email particularly useful whilst a user with an active outdoor dog would scroll to the second part of the email where relevant and carefully selected products are placed. However, Lily’s Kitchen could use information they have previously gathered to send a more tailored email based on the type of dog that the recipient owns, addressing only their specific needs.
A more tailored approach could be achieved by segmenting the recipients by dog type and sending only the information that is most relevant to them.
(We have covered this in more detail in the next section, as there is a suggestion that this email was segmented and personalised as part of a split test experiment.)
Call To Action
Although the primary purpose of this email campaign is to drive sales of Christmas gifts, no call to action buttons (CTAs) are used. This has been a point of conversation in the office.
Some of us feel that contacts are now so used to clicking on elements in an email that they don’t need to be told what to do or where to click. This behaviour is an example of the halo effect in practice because the marketer is presuming a certain behaviour will take place based on previous campaign performance.
The other side of the office (not literally!) believe this may be part of a split test/experiment where other variations included calls to action and more persuasive elements. We have tweeted Lily’s Kitchen for the official verdict!
Another possible theory is that previous sends have resulted in clicks on elements that weren’t specifically CTAs causing Lily’s Kitchen to remove them in this campaign. If this is the case, that would be a great implementation of personalisation.
Interestingly, no call to actions are included in the email’s subsections despite the inclusion of links to content on the company website. There are a lot of different options for the recipient to navigate from which may lead to decision paralysis whereby the decision maker fails to choose because of the abundance of available options. This decision paralysis will be further heightened by the lack of explicit CTAs.
In this campaign, it may be more effective to tailor the products based on segmentation of the email list and send them a single, clickable and tailored call to action – unless, of course, the exclusion of CTAs was done on purpose because of their contact insights.
Emails with a single call to action tend to perform better than including many options for the user to choose from. More than one CTA can confuse the contact and dilute the purpose of the email in some cases.
Although we have rated the call to action at 5 stars, we would review this rating to a full 10 stars if Lily’s Kitchen are using this as a split test.
The email is well designed and renders well on mobile devices. The preview text for the email pulls the first piece of content from the email. The inclusion of the first part of the email as the preview text demonstrates that the company have considered this information the most pertinent to the recipient as it has been manually changed.
The copywriting techniques used give the reader enough information to make them want to purchase a product for their pet, however more segmentation to provide the recipient with tailored information might improve results. A personal touch could also be added by including basic details of the pet owner or pet, for example, the subject line of the email could include reference to the type of pet or even the pet’s name.
Whilst the Christmas campaign by Lily’s Kitchen is visually appealing and does contain a lot of positive elements some improvements could be made to give the reader a more personal and tailored experience, although as we have noted, this design may have been created with that already in mind.
Let us know whether you received the Lily’s Kitchen email and what you thought of the email campaign by tweeting us @wired_plus or leaving your view in the comments!