Who: Brooklinen (best bedsheets ever, by the way) sends users a dynamic feedback email directly tied to their VIP Loyalty program. Their e-commerce site is pretty clean–crisp photos, efficient descriptions–but contain a wealth of customer reviews. As a D2C (direct to consumer) brand, they clearly know where their strengths lie and are effectively playing into them.
What’s Working: A 1-click rating that users can fill out directly in the email–no need to click out to a separate browser window, no messy log-in’s.
What’s Not: Given how targeted this is, they should also be able to identify if the user is a VIP member or not & tailor that CTA accordingly. It would tidy up the text here and make for a more streamlined message.