Land Rover UK TOV Guidelines

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LAND ROVER <strong>UK</strong> COPY GUIDELINES 38 CONNECT WITH YOUR READERS ESPECIALLY WHEN IT COMES TO SUBJECT LINES AND PREHEADERS ALWAYS WRITE A PREHEADER The worst mistake you can make with preheaders is not bothering to craft a preheader at all. If your email doesn’t have a specially composed preheader any of the following may appear: – Default phrases like “View this email in your browser”. – The first few words from your email. – An image’s alt-text. – Code. – Placeholder gibberish text like “Lorem ipsum dolor sit amet consectetuer”. Talk about blowing a great opportunity to connect with our customers and help increase open rates. *PLEASE NOTE The same as with SEO, how to write the perfect subject line and preheader is a vast topic and a moving target, so this really is just a brief overview. If you’d like to find out more and stay up to date with the latest best practices, you can find masses of information online.
LAND ROVER <strong>UK</strong> COPY GUIDELINES 39 CONNECT WITH YOUR READERS ESPECIALLY IN TRANSACTIONAL EMAILS WHAT ARE TRANSACTIONAL EMAILS? A transactional email is any email that’s sent when a customer completes an action. This includes order confirmations, shipping notices, password resets and so on. WHY ARE TRANSACTIONAL EMAILS SO IMPORTANT? HOW NOT TO WRITE TRANSACTIONAL EMAILS Despite the high open and engagement rates, transactional emails tend to be quite functional, stating the basic facts and leaving it at that. This does the job of reassuring the customer and respecting their time, but it misses out on the opportunities that transactional emails offer. View example Never, ever underestimate the power of a transactional email. The open rates and engagement rates for transactional emails far exceed any other type of marketing emails. Why? Because recipients know that the email contains valuable information.
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Land Rover UK TOV Guidelines

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