Andy Gambles

I have just received this email marketing from Tesco. The email design is good and visually appealing however the implementation is poor.

Here are some of the things I think they should look to change.

How do you know me?
I always suggest including in your email information about how you obtained the recipients details. Recipients can forget who you are and even signing up in the first place. The email suggests I have signed up to use the Tesco online website. I do not remember doing that nor do I remember ever buying anything from it.

Inactive Subscribers
I would always advocate removing inactive subscribers from your mailing list. I may, in the very distant past, have used the Tesco website but it must have been many years ago.

Do you want me back?
It is easy to identify me as an inactive therefore this email would have been much better worded as a "we have not seen you at Tesco online for a while, why not come back and see our new features and what we have to offer". This could have been used as a re-activation campaign.

What email address? 
It says in the footer "You must sign in using this email address to see the improved website". Many individuals have multiple email addresses and in many cases these are forwarded to different accounts. This can mean the recipient does not actual know what email address it was sent to. 

No Unsubscribe Link
The golden rule of email marketing is always include an unsubscribe link. This email does not have one. This makes it far too easy for me to instead hit the "Report Spam" button.