When launching a campaign, relevancy and the continuity of an offer are very important factors in order to increase conversion rate. To demonstrate it, lets have a look at this email campaign from chefscatalog.com.

Below is the email I received, telling me that I could win something if I enter. It shows me products  I could win, plus the message is very compelling, as is the call to action. Even the subject line was well crafted – “Win a top rated product from CHEFS catalog!”

1. subject line: Win a top rated product from CHEFS catalog!

2. email with the offer

3. and this is actual landing page

So what’s the problem here. Subject line and the email talks about winning the top rated product. There is not a single word about writing a review in order to win! And suddenly the landing page is asking me to write a review in order to win.

Clearly the message between the offer (email) and landing page is broken. What does it mean? In this case high email click-through rates, but very likely low conversion rate (in this case number of reviews). Plus, this email campaign could create a mistrust of customers to all future offers from ChefsCatalog.

How would I approach this email campaign to make this offer relevant?

Below I’ve drafted the email and subject line relevant to the landing page.

1. My subject line – Write a review and win a top rated product from CHEFS catalog!

2. My email – I added “Write a Review and Win“

3. ChefsCatalog actual landing page

What I have done is simply telling people, that in order to win, they need to submit a review. Clearly, this email should be segmented and sent only to visitors who purchased a product from their site before, rather than send it to every person on their mailing list (as it happened in my case).

By making a little change I have created clear and transparent offer. It’s possible, that this approach will have lower click-through than the original email, but due to its transparency and consistency very likely higher conversion rate (more reviews), which I believe was a primary purpose of this campaign. Obviously, to get the best results you would like to conduct email and landing page optimization (A/B test) with different calls to action, messaging etc. to find your winning combination.