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.
Who: Target is super sharp on their retargeting. Within a day of my viewing these office desks, I received this follow-up email. Savvy online shoppers now are quite familiar with retargeting ads, but this paired with a promotion, would be just the push consumers need to purchase.
What’s Working: A lot of dynamic product fit into this email. Straightfoward and effective subject line.
What’s Not: I actually already knew of this promotion when I was initially browsing. Having a “your promotion is ending soon” angle would have been more valuable information.
Who: The Ace Hotel spices up what otherwise would be an ordinary weekend sale with a visually engaging and random facts. Everything about the content–the copy, look & feel, is in line with their brand and speaks undeniably to their audience.
What’s Working: Straightforward, on brand email.
What’s Not: Takes a second to realize what their sale offer actually is… could have possibly done this play on “25” instead of “72”.
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?