In my last post on dynamic email content from American Airlines, I pointed out some cool geographic segmentation they were combining with a dynamic template. Looking again at that same email, there were other elements that AAdvantage did quite well with.
3 Good Elements from the Screen Grab Above
1. Pre-Header Options: They have two links for ‘view mobile version’ and ‘view as a web page’ . A common used practice is: “Click here if you have having trouble viewing this email” — or something similar. Here they do provide the web version but also mobile — very nice.
2. Ensure Delivery: In the upper right you will see a text link titled, “Ensure delivery” — I don’t see this too often, at least not in this form. Email marketers most often have a line of copy reading: “To ensure delivery of future emails, please add newsletter@xyzcorp.com to your address book.” Here, they provide a link to a landing page with actual instructions for different email providers (pasted below). I don’t know how effective this is, but it’s a nice addition to cover their bases.
3. Personalization: While there are more direct ways to make an email personal and targeted, they do a nice job here of providing options that are useful to me. A link to log in to my account, view my favorite restaurants, or access my account center. These dynamic URLs help integrate my user experience and make the process one step easier.
Landing page from the ‘Ensure Delivery’ link in the email
- Forest Bronzan
