Email Analysis – SuperHeroStuff Welcome Email

Today’s email comes from a smaller indie shop called Super Hero Stuff. I always love looking at emails from indie shops, as they tend to be a bit less polished than the big box names while also really putting a clear focus on customer interests.

(click to enlarge)

Subject Line and Visible Text

This email offers a subject line that makes sense given the nature of the email. They simply state “Welcome to”, which is pretty much exactly what one would expect from an intro sign-up email.

The visible teaser text reads as follows: “Suit up with our amazing arsenal of hero inspired t-shirts, hats, hoodies, watches, apparel, and o…”.

The teaser copy is fine other than the fact that it gets truncated in the email summary view, as it exceeds the character limit allowed by Gmail (something that I see happening in about 90% of the promotional emails I receive). The copy is fun and gives the recipient a clear idea as to what the company sells, but they might be better off mentioning the sign-up offer in the teaser text. Something along the lines of “Your 15% Off Savings Code Just Nailed the Superhero Landing”. Anything that reminds the customer of the discount they requested would make sense.

Email Body Content

Overall, I really like the body content. The copy gives a hit to the brand’s personality and the email does a fine job showing off the products the company sells. I might mix up the brands within the email a bit however. For example, I count 3 instances of Thanos/Infinity Gauntlet and the Flash along with 2 each of Wonder Woman, Superman and Cap. I would consider showing off some other superhero merch rather than repeating the same characters.

Another issue with the email was a small mistake that is easily fixed. The big “welcome” image and the “19 years of superhero stuff” image are not linked to the site. Keep in mind that customers have long been trained to click on images, so having them not lead anywhere is a missed opportunity.

Lastly, there is one other item that really needs to be corrected. The email footer is problematic from a CAN-SPAM perspective. They offer a clear means to opt out which is a major part of the rule, but they don’t list their physical address in the footer. This is a vital part of not only being compliant with the law, but also for building trust with your customers. Here’s how the FTC explains it:

” Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations. “

The FTC has a great summary page that explains how to be CAN-SPAM compliant which can be found here.

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