Today’s audit focuses on the mistakes made in an email blast I received from Zenith Bank.

Zenith Bank has made a name for itself.

However, some email practices they constantly engage in leave a lot to be desired. 

I actually debated whether to publish this email blast audit or not. 

But decided to because there are several missed opportunities in this email that I have seen in emails from other brands.

I believe that business owners, CMOs, and founders will benefit from this.

Without further ado, let’s get into it.

Watch The Video:

As usual, I will break the review into two parts: Goodies and Uglies:

Goodies

1, Great branding.

One thing you want to nail when sending emails is your branding. 

Your emails must align with your brand image, voice, and the general feeling that users of your apps, customers, and clients get when they interact with your business on other platforms. 

This email definitely nailed Zenith’s brand. 

Do you need to spot and plug money-leaking, client-shedding holes in your email marketing funnel without the anxiety brought on by guesswork? I can help. Let’s Talk!

Uglies

1, Using flyer-like images in your emails is a no-no. 

This is one of the most basic rules for emailing subscribers: DO NOT USE A SINGLE IMAGE. 

It has a ton of disadvantages. 

The single image may not load if the subscriber disables images on their email apps. 

To make this worse, this email was designed like a flyer you give to strangers at a bus stop.

The difference is that when you give a flyer to a stranger, you are there to explain the benefits of attending the event. 

For this email, there is no accompanying message and no predicted benefits.

2, Highlight benefits.

Design is great, but benefits would have told me if this program was worth attending. 

These benefits could be as simple as networking – a chance to meet certain bigwigs in the industry and connect with peers. 

There is no incentive to click on the “Register” button. 

3, Make your buttons stand out.

Earlier on, I commented on the branding.

But while red is very on-brand for this bank, buttons still need to stand out.  

A red button on a red background isn’t a good idea. 

Buttons need to be seen, witnessed, and acknowledged, so that they can be clicked. A quick fix for this would be a white background with a red button. 

4, Always be testing. 

I say this all the time.

However, we cannot deny the benefits that come from testing.  

In this case, a quick test would have inspired them to try something different. Then use the results from the test to optimize the email. 

Do you need to spot and plug money-leaking, client-shedding holes in your email marketing funnel without the anxiety brought on by guesswork? I can help. Let’s Talk!