Email is indeed a good and cost-effective channel to inform customers and to deliver this marketing communications message. It serves as a good reminder to customers of ParknShop, helping the supermarket increase customer loyalty.
The content and offers are relevant. The slogans "Stock up" and "Fly up" are surprisingly good fits with each other and with the Lantern Festival, celebrated widely in Hong Kong.
The message is 'spend more at ParknShop and get more Asia Miles'. It's as simple as that.
The other ad messages in the email are also clearly presented with good illustrations and explanations.
However, there are two issues ParknShop needs to consider: Timing: Before sending out this email communication to customers, the company should think about timing. The 'fish' scare at one of ParknShop's stores is likely to damage the brand's image, although the supermarket did react quickly, suspending its fish stalls after discovering 'vibrio cholerae' in a water sample. The timing of this message could affect the campaign's results.
Interactivity: Most of the icons featured in this email message could not be clicked on.
