Who: Capital One credit card services What’s Working: This automated email is targeted to a specific use case that everyone does, but companies don’t acknowledge. This obviously puts the user first–and puts your credit card on “your side”. What’s Not: Nada. Singular, simple and serves its purpose.
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: JetBlue Airlines has a cheeky, but focused, email for customers who begin to fall off of their email engagement. This reengages users by highlighting key value adds for being on the app, while giving people an easy “out” if they do want to unsubscribe. What’s Working: Clear options for editing preferences based on communication frequency. Playful and endearing tone and humor. What’s Not: “So, what’s it going to be?” in the body paragraph can read like a text CTA, more so than the actual CTAs in the preference options.
Who:Paypal, the digital money payment system and Elon Musk’s claim to fame before Tesla and Space X. What’s Working: Highlighting a very relatable, very painful use case to present their product feature. Clear step by step instructions for how to use. What’s Not: Would love to see an animated gif flowing through the user experience, alongside the stepwise instructions.