Hey! Is This a Bait-and-Switch?

Published on September 16, 2009

Tags: Copywriting, Email Marketing, Landing Pages, Marketing Tips

In a post at the FutureNow blog, Bryan Eisenberg recalls an email from Nikon that caught his attention with the subject line "My Picturetown—20GB for just a few cents a day!" So far, so good.

But clicking on the message's call-to-action—Store my photos and videos—led him to a landing page seemingly unrelated to the offer. Instead of further information about the 20GB promotion, he saw a basic sign-up form, a graphic proclaiming "2GB FREE!" and a large, empty box that Eisenberg presumed to be the intended location for My Picturetown's terms and conditions.

"[T]here's no mention of the 20GB at all (I wonder if it was a typo)," notes Eisenberg, "let alone information about the email's offer of 20GB storage for just a few cents a day. I was wondering how few cents it actually is: 2 cents, 10 cents or 99 cents?"

Based on what he saw, he offers advice like this to Nikon for improving and clarifying the promo:

First invite readers to sign up for a free service, then suggest upgrading to accounts with more space.

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