Monday, 21 June 2010

Email Fail

I received the below email from Flybe before embarking upon a recent trip. The email kindly wishes me a good trip, reminds me of my booking details and invites me to check in for my flight online.

The intention is great, despite the fact that it invites everyone to check in online, so securing the best seat becomes a scramble for who can open their email fastest.

However they have made a huge mistake within the design of the email. The large red arrow that contains the call to action to check in online is not hyperlinked.


One of the greatest strengths of online marketing is the ability to deeplink customers into further within a site. This could be to a stage within a purchase or registration process or to a page that contains the relevant content. In this instance any deeplink should land me at a minimum on a page that allows me to log in to the early check-in process.

Unfortunately, it looks as if Flybe have missed an element of the design that is essential to delivering the great customer experience they are intending.

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