Inspiration: Jetsetter Welcome Email

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I’ve heard that Jetsetter has great emails so I subscribed to their email list to see for myself. I was very impressed when I saw their welcome email arrive in my inbox.

Jetsetter Welcome Email - Images On

One of the first positives that I have to point out is the preheader, which asks subscribers to add Jetsetter’s email address to their address books.

Whitelist Request

The practice of asking subscribers to add your from address to their whitelist or address book isn’t a new one, but recommendations in recent years emphasize the benefits of placing this request prominently on opt-in pages and welcome emails. The idea here is that the subscriber is more likely to take this action while still new to your marketing program. Being in your subscriber’s address book usually means immediate delivery (no chance of being caught in a spam filter!) and automatic display of images in any emails sent from that address. A win for both you and them!

Another positive is (obviously) the imagery—what is more attractive than that!? The image of crystal clear water and blue skies is extremely enticing and makes me want to learn more about their deals (which is the call to action—pretty effective, eh?)

To the right of the email, you will notice three cells: “Daily Flash Sales,” “24/7 Collection,” and “Build your entourage.” These cells not only give the reader information about the benefits that they will be receiving from subscribing to Jetsetter, but they also inform subscribers about the frequency they will be receiving emails from Jetsetter—that way there is no surprise when they start getting daily emails.

The hierarchy of this email is also great. The most important aspects are prominent as a result of the way it is set up.

Use color and size for hierarchy

For example, the main call to action “View Jetsetter now” is not only one of the largest buttons in the email, but it is orange so it stands out among the light gray background. The other main call to action, “Start the tour,” is the same size button as the main call to action. However, this secondary button is gray so it stands out a little less. The similar size indicates it still has prominence in the email, but with a more subdued color. In addition, the lesser calls to action are in a smaller text but still identifiable as links due to the orange color.

Another aspect of this email that I liked is the customer service information. Since this is the first time I’m receiving an email from Jetsetter, it is nice to know that they offer the additional benefit of having 24/7 customer service via email, phone, Facebook, and Twitter.

How does the email look with images off? I think it still looks good!

Jetsetter Welcome Email - Images Off

I love that even with the images off, the header, “Welcome to the club. The journey begins now,” still looks the same as it did with the images on. In addition, the hierarchy of the email is essentially the same, which is great since it is still organized regardless of images on or off.

As I’m sure you noticed in the images-off email, the two main calls to action are missing. Since most email clients block images, Jetsetter could have used bulletproof buttons so that the buttons remained visible even when images are disabled.

What else about the email could use some improvements? Jetsetter did not use styled ALT tags and, as a result, the banner and the image appear completely blank, rather than having text that describes what the image is. The benefit of styled ALT tags is that they briefly describe an image to someone who can not or chooses not to view images in their email client.

Add ALT Text

When testing out the links in the email, I was a little bit shocked to discover that four of the calls to action, “Visit Jetsetter now,” “Log in now,” “Browse now,” and “Invite a friend,” all linked to the same page. Those are three separate calls to action (“View Jetsetter now” and “Browse now” are similar) so why do they all link to the same page? That doesn’t make sense to me and made me wonder if they haven’t updated their welcome email in a while.

Another aspect of the email that made me feel a little ‘iffy’ is that there is no unsubscribe link. It can definitely be argued that this is a transactional email and not a marketing email so it doesn’t need to be included, but I think that it should be in there. What if after receiving this email someone realized that this isn’t what he or she meant to subscribe to? They have to wait until they receive the next email to unsubscribe—granted, it is only one day but still!

Want to see what this email looks like in all of the different email clients? Check out the results from this Litmus test.

What do you think of this email? Do you think that unsubscribe links should be included in welcome emails?