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: 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: Bonobos, an e-commerce (mostly) menswear start-up founded in NYC and recently acquired by Walmart.
What’s Working: Customer preference data in a natural, frictionless method, built directly in email.
What’s Not: Would’ve been great to see a size guide or some kind of reference guide alongside the size picker, especially given their “Perfect Fit Starts Here” tagline.
Who: Kate Spade New York, American handbag and fashion brand, founded on an intentional misname actually. Kate Brosnahan and Andy Spade were business partners but not yet married when they founded the company. Their story is a great one to check out on How I Built This but anyways…. back to email.
What’s Working: The iMessage design and emoji use are relevant & show they know their customers.
What’s Not: The bottom CTA banner, while necessary, feels a bit disjointed from the main design.