Blog

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.

Huckberry remains relevant

Who: Huckberry, a curated outdoor retailer, inspirational guide and lookbook to enable your more adventurous, stylish self. Or as they describe themselves “Gear for today. Inspiration for tomorrow.”
What’s Working: Subject line is a simple “Want to keep hearing from us? This is a personalized reengagement trigger that:
1. knows you haven’t been opening in awhile
2. wants to give you other options for keeping them around and
3. reminds you that while you may have only stumbled on their brand in order to buy that fancy, collapsible water filter, they can serve up travel inspo & tips for your next backpacking trip in the Sierras …so stay you should stay subscribed.
What’s Not: “adding value to your inbox” sounds like it was lifted straight from a marketing brief. Is that how marketers talk? Yes. Is that how consumers think of their inboxes though? Likely not.

Time to vacay with Vrbo

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.

Brooklinen’s Built-in Loyalty

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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.