kate spade email audit

Kate SpadeEmail sign-up flow

Created by MailCharts.com

Easy to find sign up form on the homepage. Great!

Easy to find sign up form on the homepage. Great!

Ohhh, zip code. I wonder if I’ll be getting personalized offers based on

my geo. Sounds relevant, I like it!

I wish the font size was larger than 11px. The copy is

difficult to read.

I wonder if a CTA other than “join” would increase

conversion rate.I wish the font size was larger than 11px. The copy is

difficult to read.

Part of me wishes I was joining an exclusive club as opposed to

“here’s my email for 15% off” (feels so transactional).

Let’s sign up!

Let’s sign up!

Nice confirmation message. You’re welcome!

Nice confirmation message. You’re welcome!

Cool, so I gotta go check my inbox. Thanks

for the heads up!

Nice confirmation message. You’re welcome!

Cool, so I gotta go check my inbox. Thanks

for the heads up!

Nice upsell!

Nice confirmation message. You’re welcome!

Cool, so I gotta go check my inbox. Thanks

for the heads up!

Nice upsell!

Let’s select “no thanks” and check our inbox.

You’re welcome!

You’re welcome!

Sweet discount. You kept your promise.

Hmm, that coupon code doesn’t feel very personal. Also, why so long?

Hmm, that coupon code doesn’t feel very personal. Also, why so long?

This whole thing is an image, but it’s not clickable.

Why?

Anyways, let’s go use our discount.

We’re back on the homepage?

A “Welcome to Kate Spade” landing page would have been lovely.

We’re back on the homepage?

Let’s just add something to our cart.

Let’s just add something to our cart.

Say… a dress!

This one looks great!

To the bag you go.

Where’s my discount?

Where’s my discount?

Ahh, you want me to add it by hand?

Where’s my discount?

Ahh, you want me to add it by hand?

But I just came from your welcome email…

At least your promo code box is easy to spot :)

At least your promo code box is easy to spot :)

Let’s go back to our email

Let’s copy / paste the very long code by hand :(

Let’s copy / paste the very long code by hand :(

This added “friction” is a potential drop-off point

in their funnel.

Let’s copy / paste the very long code by hand :(

Now back to the website…

This added “friction” is a potential drop-off point

in their funnel.

Let’s paste the code

Tadaa!

Tadaa!

Good, relevant, helper copy too.

Tadaa!

Good, relevant, helper copy too.

But wait, I could save 25% instead.

Tadaa!

Good, relevant, helper copy too.

But wait, I could save 25% instead.

You could automagically apply this higher coupon.

Tadaa!

Good, relevant, helper copy too.

But wait, I could save 25% instead.

You could automagically apply this higher coupon.

That would have been lovely!

Overall this was a good experience and a few tweaks could go a long way.

My top recommendation: Automatically pass the coupon code from your email.