Did LasikPlus’s latest email stand out from the crowd like the big “E” on an eye chart or did it lead to a severe case of eye strain?
Posted by Rob Ropars on September 8th, 2009
In a recent email, LasikPlus let me know about a new limited-time offer. I couldn’t wait to look at it with both eyes and see if it made me finally take the plunge and go under the knife..err laser. The “From Name” clearly identified the sender (“LasikPlus”) and the subject line was right to the point (“LASIK Savings offer – $400 Off through 9/30”). As with any email I receive to my Yahoo address I can’t yet tell if there’s any snippet/preview text, but would soon see all. Or would I?
Upon opening the email I realized that like many marketers, no snippet text had been used. It is a newer concept so I’m not surprised that so many emails I see every day lack it. Repeating the subject line or a variation of the copy in the left column (“Save $400* on LASIK. Hurry Offer expires 9/30/09 – Schedule online now”) would add punch to email clients that show preview text (and for mobile device readers) and give a call-to-action right at the top.
Otherwise I was pleasantly surprised at how much and how well this email rendered with images off (which is the default mode for so many email clients). I think this is a great newsletter utilizing plenty of text (minimal imagery), clear sections and extra links to their site. It’s designed to be an informative piece of communication and it covers all the various elements a LASIK prospect (such as myself) would want to know: a special limited-time discount, some history, WIIFM, multiple ways to contact them, FAQs and links to their site.
What could they have done better? 
