Today’s email comes from the folks over at Cabelas. Hunting and fishing represents the vast majority of their business, so it comes as no surprise that they would send an email promoting this day (officially the 4th Saturday of every September).
Subject Line and Visible Text
In terms of a subject line, Cabela’s does a fine job, simply stating “It’s Hunting & Fishing Day” as the subject line. While it isn’t terribly flashy or clever, it gets the job done, as anyone with those interests are going to notice the subject line.
The visible text is also fine, as it simply states “Celebrate with savings this weekend”. This tells the reader that they should expect to find some sort of special savings or deals in the email, supporting the subject line mention of a special day. Unfortunately, the body of the email does not follow through with the promise of the subject line and visible text.
Email Body Content
When you have an “event” type day that you’re promoting, you need to make the most of it. While the National Hunting & Fishing Day image looks fine and is in line with the Cabela’s brand, there’s just nothing else of note here. The visible text promises the opportunity to “celebrate with savings this weekend”. When you open the email, there are no specials, no deals, and no savings beyond whatever they currently have on the site.
This is a huge miss for a company that normally does a nice job with their email campaigns. Instead of following through and creating a sale event that ties in with the holiday they’re promoting, the email offers nothing special. It is a huge letdown considering the subject line and visible text. What’s worse is that it gives the reader the impression that the email and the day are pointless. If you’re not going to do a sale, change the subject line and make it content focused. Ways to celebrate, special hunting and fishing tips, literally anything would be better than a bland, somewhat forgettable image.