This email from Freshly merits a Fail for Creative.
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Freshly email to customers inviting them to share |
Freshly is a
meal subscription service. It offers reasonably healthy, pretty fresh refridgerated meals that can be prepared in the microwave in about three minutes. Personally, during the
pandemic lockdown, it helped me have several quick, tasty lunches between Zoom meetings. They've offered
a referral program since as long as I've been a customer (at least I think so -- during the lockdown, one business day sometimes faded into the next).
This offer is a bit different. The email recipient, a current customer, is given a "share code" to send a Freshly Freebie to someone who can get a free week of meals. Nice; however, there is no explanation of how to share. The email lacks an explanation of what I or that special someone needs to do to use that share code and enjoy that free food. This lack of explanation puts traction in the customer process of sharing, which reduces the likelihood of customer action.
The offer was sent on April 29 and expires May 6. This means the offer expires only a week after sending. The offer window is appropriately sized for an emailed offer; however, because the expiration date is mentioned only in the disclosure, the attribute of immediacy in the Call to Action is lost. The expiration date should be communicated in body copy, e.g. "Your share code is valid only through May 6, 2021, so be sure to share your Freebie today!"
Lessons:
- Your Call to Action should clearly describe the steps required for the customer to take advantage of your offer.
- Do not bury your offer expiration date in your fine print.