Who:Vrbo, peer to peer vacation rentals, i.e. an Airbnb alternative. What’s Working: Clever way to take back control after an email deployment mistake. Pares down the original email content to get straight to the point – we messed up > we need a vacation > we host vacation houses > come browse. What’s Not: Nothing, but a more relevant “oops, vacation bloopers” hero image would’ve been a great nice-to-have.
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.