It’s so easy to pick apart email newsletters – but every once in a while we have to stop and give kudos to a great one… Especially when a couple of email marketing specialists start raving about it (and it’s not one of our clients), you know it’s definitely something worth blogging about. I’m talking about the Canadian Kraft Kitchens email program…
In fact, what really shocks me about it, is that it doesn’t even follow some email best practices that I (and others in the industry) are preaching – for example, the first 1/3 of the email is all image-based, not great for preview pane/image blocking, but I definitely open and activate images every time I receive the email, and here’s why:
- Timely – the email always seem to arrive in the late afternoon – when I’m getting distracted from working and thinking about what’s for dinner. Also, it often has relevant ‘themed’ recipes for upcoming holidays (in this case, Canada Day)
- Targeted & relevant- on sign up, Kraft asks for quite a few details which it explains:
Most importantly, when you create your personal profile and register, you’ll receive content that is relevant to you. By telling us about yourself we can design more recipes, tips & timesaving techniques with you in mind
- It’s fairly obvious the program is well thought out, and planned ahead of time – which makes a huge difference.
Also, what I love, is they sometimes cross promote another issue at the top with a “send to me now” button – therefore, they aren’t annoying me for sending too much, and now I’m in control of whether or not I want another one… Genius!