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Ken Magill

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Email + Forms (Faux and Real)

1/14/14

By Stephanie Colleton

Several marketers are using “forms” in their emails as a way to initiate engagement from their subscribers. In the examples below, three marketers use the image of a form to initiate collecting profile or preference data from their subscribers. Since the form may look more actionable or interesting than a link or button, subscribers may be more likely to select an option in the email.  In the examples below, each “form” is really one image – clicking on any answer takes the reader to a landing page on which they can select their choices.  It’s sort of a trick, but I don’t have a problem with it.  With Gmail now defaulting to automatically displaying images, these may be even more effective than before. 

The last example is from French retailer Fnac. In this case, the ratings scale is in text and each score has its own link so when a subscriber clicks on a number, it registers that score and on the landing page asks the subscriber if they want to continue the survey (which goes on for a few more screens).  What are your thoughts? Is including an image that looks like a form a good email tactic?

Subject line: Welcome to Wyndham Rewards: Program Overview

Landing page:

Thank you page:

Subject line: Welcome to Wyndham Rewards: Explore Our Rewards

Landing page:

Poll results:

Subject line: Tell us what interests you and save 20%

Landing page:

Thank you page:

Subject line: A Quick Question to Help Customize Your Emails
(landing page not available)

Subject line: Votre avis nous intéresse! (Your opinion matters to us!)
(Copy in email was translated from French.)

Landing page
(Copy in email was translated from French.)

Stephanie Colleton is director, professional services, response consulting, for email intelligence firm Return Path.

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