Smith-Harmon - Make It Pop!

From: Krispy Kreme
Subject Line: Raising Funds with Krispy Kreme!
Date: September 1, 2009

Having grown up in Michigan, I'm a die-hard Dunkin' Donuts fan, but a former coworker of mine LOVED Krispy Kreme, which is how I started subscribing to their emails. I dig the huge image. I can just taste that sugar glaze, can't you? But, the letter format just isn't working for me here. There's too much copy, there's no clear call to action, there's no top nav, and there's no preheader. I'd think that the fan base for Krispy Kreme has to be huge, so the fact that they don't have a SWYN element is also a big miss. On a really basic level, there isn't even a store locator to help me get my Krispy Kreme fix stat. Add in the fact that they don't even link directly to the fundraising landing page that's live on the site, and the misses just keep stacking up.

It's also interesting because their website maximizes content buckets, but their emails don't. IMHO, they need a complete email overhaul that brings their retro-feeling brand to life. Now, if you'll excuse me, I have a donut sitting next to me that needs some attention. Don't tell Dunkin'.

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