Wok Mee Offer - Effective ?

Email Promotions - Mövenpick Case Study: Wok Mee

First of all, I love this place - Wok Mee Noodle House stands for authentic food, courteous service, plenty of specials and even occasional cooking classes. I was thrilled to receive and email from them as well, well, until I discovered 6 attachments in the email and read it... Writing email promotions require some serious thinking on how to map out offers. Not sure in this case at all what the offer is.

Here is a case for direct marketing 'what not to do', folks:

- Subject Line - "WOK MEE NOODLE HOUSE INVITATION!" - all caps stand for screaming, please don't scream at your customers and if you have to put an exclamation at the end, maybe the event is not that exciting

- If you mention an invitation, you have to say to what exactly, otherwise it doesn't make sense, basically the subject line is not effective

- Most likely Movenpick recycled a printed invite, that's why there are two images in the body of an email. Well, it doesn't work, it creates confusion over the relevance of the image with food and boats, it just doesn't work together, not integrated and not necessary. If something doesn't add value - why put it there? What works in printed media, doesn't in electronic.

- Why are there 6 attachments in the body of an email and all the same, plus they all replicate what's in the body of an email? It makes downloading slow.

- Now, the body itself - is this an offer? If it is what are the benefits? "Wonderful and special" - I get it, but what is so wonderful and special? What makes it special? And what's the price? I get it that there is a new menu, but what's the price for this event - is it an all-you-can eat? tasting? very confusing.

- As a reader I just don't get information that I need as a consumer to attend this event, not only I would need to pick up the phone to find out more information, but there is also no interactive way how to respond and RSVP by clicking on a link... why email then if we are not taking advantage of it being an interactive tool?

- "Cocktail Reception" is capitalized, and "eastern experience" is not... It should be "Eastern experience", but "cocktail reception", sloppy...

- Here is a link for more: http://marketingsouq.typepad.com/my-blog/2010/04/email-promotions-m%C3%B...