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.