I read last month that Gwyneth Paltrow launched a lifestyle brand and new website: Goop.com From the few reviews I skimmed, there was nothing but bad things to say about the project; so I joined the email list to see how that department was doing.
So far, the email efforts have been sub-par and somewhat sloppy. A recent email showcased a few of these unfortunate elements.
1. In the screen grab below, notice in the upper left: ‘Having trouble reading this email?’ This of course is a good best practice that every email should have (a web-based version for someone to click through to view). But in this case it is incredibly small. I had to squint to make sure I was reading it correctly. Why not make this just a little bigger so your subscribers don’t have trouble reading it.
2. This next screen grab is with images enabled (in Gmail). On first glance, it just looks sloppy.
- The logo takes up a lot of real estate and looks slopped on
- There is no subject heading (for the content or this particular email) outside of the DO logo that integrates with her site
- The font is fairly large and spread out
- There is no navigation (or other links for that matter)
- There is not much design here at all
So much improvement needed with this campaign. Hopefully they are just going through some ‘new email marketing campaign’ jitters and will turn the initiative around. Time will tell.
