I just received this email from Red Bull energy drink. It comes from their Formula One Racing Team Program, which they reportedly spend $250 Million a year on.

Red Bull is well-known for its extreme sports marketing, so I imagined they had a pretty dialed in program for using its Formula One programs for a “branded” online experience.

This email was a disappointment. It did not have any real call to action other then sending to a friend. Red Bull is missing a perfect opportunity to enhance the brand’s image.

These are my observations:

1. I could not view this since it is all graphics.

2. The graphics in the email are layered so the images are big and load slow.

3. THERE ARE NO ACTIVE LINKS. – Not a single one that takes you to their website or this promotion.

So after paying a designer to create the email, organizing the promotion with Oris, and paying to send out this email there is not an active trackable call to action.

Red Bull nor Oris can review the program since there are no “tagged” links which will report the audience’s actions on their website.

Our suggestions:

1. Ditch the email with the graphics, 50% of people use a web service or phone to view email so they never see the graphics.

2. Create a landing page for the promotion. Traffic your audience to a specific page.

3. Tag the links in the email.

4. Set-up your analytics package to segment the traffic.

What do you think?

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