Pret A Manger hits the spot with mobile email


Checking my emails religiously, as I always do, I noticed this nice little email from Pret A Manger. Here we’ll dissect it down and see how it fares.

The info

From: Pret A Manger
Subject: Give our monkey a moniker
Original email: Here
Litmus test: Here

First impressions
Pret inbox preview

Upon receiving this email the first thing I noticed was the subject line and the fact that I could read it all on my iPhone without it being cut off.  It also gets points for having a preheader that follows on to the subject line, ticking all the boxes so far. The subject line itself is a clever little teaser to entice people to open. There are hundreds upon hundreds of studies on subject lines out there that say different things about this, the one that stuck with me that had featured some nice examples was DJ Waldow’s latest book which, paraphrased, basically said that although this type of Subject line may increase opens it will likely have a negative impact on click throughs. This will always be up for debate so lets dive deeper into the email.

Next up, I opened it on my laptop so see how it rendered without images. Expecting the worst I was pleasantly surprised. As you can see below (click the image to view full email without images) it rendered well, still displaying the key parts of the email and allowing a reader to get the general gist of the email.
But wait – where’s the pre-header?! Upon further inspection I noticed that the trust-winning pre-header was actually hidden on both Desktop and Mobile. This was probably done so that in inbox’s you can read it and it helps to win a viewers trust, whereas inside the email it takes up valuable screen real-estate above the fold – interesting!

The design

You can see the full Desktop design here
While winning no awards for game-changing design this Pret email is simple and pleasing on the eye. It is consistent with their branding and other channels, most importantly consistent with their website. It uses colour well to guide your eyes to the calls to action and has a layout that generally guides the reader’s eyes down the page. The only major flaw I see in the design aspect of this email is that the Navigation Bar has been done as images rather than plain text. They have, however, countered this with excellent images off optimisation so we’ll let it slide this time!

You can see the full mobile version here
The first thing I noticed with this email is that most of the fold is dominated by the top navigation. If I were doing this email I would have hidden the top navigation bar and kept the bottom one (yep – they have two), allowing more content to be inside the first mobile screen.

As you scroll further down the email it renders well, the content falls nicely into place, aligned to the center and the font-size makes for nice reading.
I would say that the text links on the mobile are slightly harder to tap than a button style call to action. But, again, this is only a very minor gripe.

The verdict

In a world where mobile email views are rising at a huge rate this email does a good job at managing to rendering well across the major email clients, with the exception of some spacing issues on Outlook 2013. It follows their brand/email in terms of design. Nicely done, Pret.