Who: theSkimm, a daily subscription media company that delivers the news in digestible snippets and highlights to your inbox, making it “easier to live smarter”, per their logo.
What’s Working: Straightforward, instructional email in a fun, personal way.
What’s Not: Copy is completely on brand, but personally, I could’ve used less fluffy copy in the intro.
Who: LOFT, a women’s contemporary brand and mall staple.
What’s Working: This is the ultimate tease. I am not even a LOFT shopper but I am definitely clicking this email.
What’s Not: Borders on the line of click bait… and definitely takes a risk in cannibalizing sales from Subject Line skimmers, aka people who don’t even make it to the email open.
Who: Chase Sapphire shows its Reserve credit card holders how to redeem their points with vendor gift cards.
What’s Working: Rewards “calculator” design with a rotating gift card image (this still captured in transition) and personalized points balance auto-populated.
What’s Not: The gift card value + gift card quantity toggles side by side complicate the calculator. As a window shopper, I’d also argue that the “See All Gift Cards” CTA could be more prominent.
Who: Flower delivery service, Urban Stems, whips up some playful content with fun, albeit made up, floral lingo.
What’s Working: Establishing itself as an expert in all things floral, Urban Stems not only sells the product but (especially since flowers aren’t a frequent order for most people) provides instructive context to their same audience continually engaged.
What’s Not: The CTA, while keeping with the voice and tone throughout, tells the reader less than nothing. Why would someone bother clicking it?
Who: The Local, a content rich site focused on delivering European news to North American audiences, slips up and send a French campaign to an Italian subscriber
What’s Working: Straightforward copy that recognized the issue, acknowledged it head on, presented a solution (settings update) and then pivoted seamlessly to intro the breadth and variety of all their content.
What’s Not: Plain text design that is hyped up on hyperlinks.
Who: Anyone remember The Limited? This womenswear brand used to be a mainstay at the mall. It’s recently closed all its brick & mortar stores, though it’s still fighting for it’s place in e-commerce.
What’s Working: Clever “subliminal” messaging nicely splices up the many many deals they are promoting.
What’s Not: The aesthetic is in line with the brand… but how am I supposed to be tempted to shop without any merchandise imagery?
Who: JetBlue Airlines has a cheeky, but focused, email for customers who begin to fall off of their email engagement. This reengages users by highlighting key value adds for being on the app, while giving people an easy “out” if they do want to unsubscribe.
What’s Working: Clear options for editing preferences based on communication frequency. Playful and endearing tone and humor.
What’s Not: “So, what’s it going to be?” in the body paragraph can read like a text CTA, more so than the actual CTAs in the preference options.