Following the rapturous reception Pret A Manger's new balloon dog designed email template received (one commissioned to celebrate their 25th Anniversary in July), Pret decided to adopt it as their standard email format... a decision that has already given cause for further celebration.
Since we launched Pret's monthly newsletters in October 2010, they've proved a massive hit with their fans. Open, click-through and interaction rates have been exemplary, and they've played a crucial role in building their social media presences too. Despite having blazed such a trail of email success, we were stunned when we read September's stats. Why? Well, high as our expectations are, a 27.97% open rate and a click-through rate that was nearly five times industry expectation* at a whopping 16.08% came as something of a surprise.
So what was it about Pret's September mailing that got its subscribers so click happy? Well, as per usual we plumped for a recipe that blended menu news, an exclusive competition and a dash of Pret charm, this time in the shape of our sweeping broom image. This, when framed within a template that was attractive, easy to navigate and stressed the call to action early, delivered the goodies. Put simply, Pret continued to follow the golden rule of email and gave their subscribers what they wanted, something that (like their food) comes to them naturally.
*Source: Mail Chimp Resource Centre, Email Marketing Benchmarks by Industry http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/
Comments