Poor email link strategy – A case study with Quickteller

Posted by Osaze Osoba | May 13, 2017 | Email Marketing
email-marketing

Every once in awhile, a big brand comes around and does something weird. Like a financial brand sending out a mail that looked just like a phishing mail. Or selling human beings online… 😀

But there are times when they remind us of the basics of marketing. And the mail I got from Quickteller this week just gave me that same feeling. Here’s the email (which was not so bad by the way)

The timer was a GIF that counted down to zero. I thought it was interesting at first glance. The subject line “your call credit has been exhausted” isn’t bad. Makes you want to click on it. And the copy was simple and straight to the point. Would have liked to see the CTA as a button instead of a text link, but it still works well.

The issue came in when I clicked on the “Click here to topup” link. Here’s the page I get

Quickteller airtime topup

Ignore the unnecessarily busy background and the color blocking happening on this page. I don’t know any of these guys. And I certainly don’t use them. So why was I taken here.

For a moment, I wondered if I had actually bought International Airtime at any point, but nope, never. It would have made sense if I had done that before. I clicked to the second page and still more unknown brands.

My only question is, why international airtime? Imagine all the hundreds of thousands of people who might have seen this, clicked and got to this page…. Really looking for MTN and Glo and the rest. I think that like me, most users will simply close this page.

One of the basic rules of marketing as a whole, don’t make me think. Be sure that whatever link your users click on, they find exactly what they’re looking for.

I hope you learned from this simple mistake 🙂

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Osaze Osoba
About The Author

Osaze Osoba

Osaze is an engineer by design, but he bailed for Marketing. Probably one of the only guys you know who'd insure his laptop. He's that much of a geek, but he denies it. He also loves scientific advertising and trains a lot.

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