I often end up opening all the emails I get from Asos, both due to my affinity with the brand and the fact that the subject lines are intriguing, often showing savings or time exclusive offers.
Below is a screenshot of the email shown when opened.
As you can see the subject line shows a 30% off deal as an incentive to open, however the subject line is in no way personalised, as a matter of fact, there is no personalisation in the entire email (other than sending make the male version). It could be beneficial for Asos to consider adding some form of personalisation to their emails in order to achieve a more personal feel with their customer base, which is believed to increase brand loyalty among consumers.
I also found it strange that this 30% deal is not available above the fold of the email, which is odd when compared to the emails that I would normally receive such as the example below, where the subject line directly reflects the main deal in the email itself.
Other than this flaw the email is both relevant and laid out effectively. It highlight consumer behaviour for the time of year, showcasing Christmas gift ideas and winter clothing and is attractive with a simple layout.
Liked areas of the email are clearly defined by placing them inside boxes and using clear CTA's which are underlined to refelct hyperlinked text. these link through to relevant pages that accurately reflect both the look and content of the email, sharing similar page layouts, product types and headers.
