Engage to Save with Postmates

Who: Postmates, the food delivery service that has managed to stay curated, extra tasty and millennial friendly, with their focus on showcasing local foodie favorites.
What’s Working: Reels you in to engage right away – with the subject line, “Give thanks to unlock”. The end to end experience is well thought out: an animated fall leaves grid pulls you in >> prompts you to >> open the app >> click to unlock a promo code. Some e-commerce sites host similar experiences in their email sign-up window, but this is a fun way to extend it to all existing users.
What’s Not: I understand trying to join the existing cultural conversation (this was sent before Thanksgiving) but beyond “give thanks” is the creative vision relevant? The fall leaves feels lazy, and skipping over food imagery on this food holiday feels like a miss.