Email review
Ryanair vs. Wizz Air
Get an after-purchase taste of Ryanair and Wizz Air emails—focusing on the brand identity, usability, comprehensiveness, and design that shape these European low-cost titans.
First impression
The first impression is quite often the last. What’s the first post-purchase email you get? We’ll explore the differences and see which company wins this game.
Ryanair
- First things first—the sender’s name. Ryanair gets straight to the point: The emails are going with the “Itinerary” name. In the crowded inbox, this detail stands out.
- The subject line is 24 characters in length, written in title case. Short and precise, it has nothing extra. After all, this is Ryanair’s style.
- The airline adds neither preheader text nor white space, so there’s an email preview uncovering most of the details instead.
- Ryanair’s header only includes the essentials: a logo and hyperlinked “myRyanair” text leading to the customer’s account. There’s no clutter here, and each element is precise.
- The email body is about the flight, traveler, and receipt information. This section puts a spotlight on your trip with no distractions.
Wizz Air
- Wizz Air sends emails with a “Noreply” name that, at first glance, might not seem customer-friendly.
- The subject line in Wizz Air’s email has 29 characters and is written in sentence case. It highlights that the itinerary is yours—a small detail, but one that feels personal.
- The company uses a short 9-character preheader with a plane emoji catching the eye on the spot.
- Wizz Air’s header is packed with social media icons, a logo, and a navigation menu. It hints at all the extras you might need during your journey.
- The email’s focus is shifted to the confirmation code crowned in the company’s color—pink. The flight and traveler details complete the section, accompanied by pink icons.
Usability
1. Email web version
2. Independent copy vs. images
3. Clickable images
4. “Follow us on socials” section
Why are these points important?
At first glance, these features may not look essential, but each addresses the customer’s expectations.
1. An email web version can be handy when design elements do not load correctly in the inbox. Two options to choose from are better than one!
2. While adding text to the images directly might look eye-pleasing, it makes your email depend on loading. Low-cost airlines often have rules that vary from company to company. Not seeing an entire message might be costly to a traveler’s wallet.
3. Having clickable logos and images is a must, as they help users quickly access the needed website section.
4. Social media is another outlet for promoting ticket sales, so adding profile links to the email is an investment in the future that both companies use.
Design
Design is often a brand’s calling card. One look at the colors, and you know who you’re dealing with. We’ll break down the design elements and check whether they meet customers’ expectations.
Brand consistency
Both airlines stick to their brand colors: blue and yellow for Ryanair and pink for Wizz Air. The color schemes directly point to these companies, eliminating any confusion.
The fonts used in the email bodies differ from those spotted on the companies’ resources. It appears both Ryanair and Wizz Air play it safe when it comes to email providers’ limitations.
Optimization for dark mode
Both emails are distorted in dark mode. In Ryanair’s copy, the blue text on the yellow call-to-action button turns white in dark mode, which may influence readability.
The dark mode also has flaws in Wizz Air’s copy: 8 out of 10 icons lose the bright pink color due to not having a white frame, which may create color inconsistency.
In both variants, a significant part of the information loses its contrast and gets a shade of gray.
Overall, neither template is fully optimized for the dark mode.
Optimization for mobile devices
No horizontal scrolling in either variant is a great start! Ryanair’s font size in the main “Flight Information” section is readable. It appears normal for the most part; however, the email template is not fully adjusted to the phone screen but decreased in size.
Wizz Air’s font size is relatively smaller, especially in the flight and passenger details section. At the same time, the promotions section is perceived more easily, as the text is part of an image and is larger.
Email accessibility
These days, flights are no more than a way to get from point A to B. When the ticket cost becomes accessible, is email accessibility also considered? We’ll find out in just a moment!
Sans serif font
Text readability
Line spacing (150%)
Single-color backgrounds
The “lang” attribute
Alt text for images
The “role = presentation” attribute
Both airlines have accessibility issues in their transactional emails. The templates are not adjusted for screen readers: Ryanair’s copy has no alt text, while Wizz Air adds it only to the social media icons. There are also severe problems with color contrast.
Email copy
Purchase and passenger details
Ryanair’s email heart is the flight details, an exciting reminder that adventure awaits. The airline places your destination right at the center with a blue plane icon as a personal touch. The passenger and receipt details accompany the trip information, laid out simply and minimally.
Wizz Air splits the purchase information, hiding the payment and reservation details below the banners. Is it a coincidence or a trusted approach?
Buttons
Both airlines rely heavily on upselling in addition to ticket sales, so the emails often suggest additional services. Strong call-to-action buttons accompany most email sections, tempting travelers.
Ryanair uses shorter, more precise, repetitive button names, such as “Add now” or “See deal”. Wizz Air prefers more detailed naming in all caps: “ADD WIZZ PRIORITY” or “ADD CHECKED-IN BAG.”
Overall copy
Ryanair’s email strikes the perfect balance between accomplishment and anticipation. Additional services are the cherry on the cake to ensure a flawless and smooth experience.
Wizz Air’s copy, on the other hand, feels like the beginning of the journey. With the tickets secured, a question appears: What about other parts of your trip?
Legal requirements
Sender name
Legal disclaimers