Who: Bonobos, the menswear brand born in 2007 during the e-commerce boom and then democratized to the masses with their Walmart sale in 2017.
What’s Working: Their subject line “Too busy to read this email?” is a perfect click-bait (you are… but don’t you also want to know what’s inside now?), followed up a headline that captures your “always be hustlin'” mentality and featuring stretch-friendly, office-stylish pants line up for an engaging, consistent story for their customer
What’s Not: None for me! I’m not a fan of brands that pack half a dozen products into a retail email, so I love the singular focus here.
Who: Uniqlo, the infamous Japanese brand of simple, casual basics.
What’s Working: Their “Living 9 to 9” is a timely, pun-ny play on Squarespace’s “Working 5 to 9” Superbowl commercial from this past weekend (which itself was a play on Dolly Parton’s “Working 9 to 5” song). Not a bad idea, considering 96 million sets of eyeballs watch the Superbowl and its ads every year.
What’s Not: Way too much content and you get lost in the scroll. (this isn’t even the full email!) They definitely could have tightened the products featured in each “time slot’s”, or better yet, set up customer preferences (Everlane does a great job at this) and just share Men’s vs. Women’s items.
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.
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.