As the associate editor of Direct Marketing News, I tend to write a lot about email. I usually cover industry reports or interview experts on what they say comprises a perfect send, but I rarely take a consumer stance and share my own two cents about what I think drives opens and clicks (OK, there was that one time).
So, I decided to look at my own inbox for inspiration and share the three emails that caught my eye this fall and why.
(Click on image to see full email)
Brand: easyJet
What I love about this email. Personalization
Personalization can be a tricky thing to master. Marketers have to walk that fine line between offering value and projecting a Big Brother vibe. This email from British airline easyJet succeeded in presenting me with one of the greatest values of all: a fond memory.
When I received this email from easyJet last week, I was immediately transported back to the trip to Europe that my fiancé and I took in February. I couldn’t believe that it had been 261 days since we flew from Austria to Germany, and seeing that we traveled 511 kilometers was a fun nugget of information. Plus, the list of 20 favorite experiences across Europe at the bottom of the email led me to start daydreaming of potential honeymoon destinations.
easyJet could have simply celebrated its 20th anniversary by focusing on the company’s milestones; however, this type of messaging wouldn’t have had the same sentimental appeal. By focusing on customers’ experiences, rather than the brand’s, marketers can form emotional connections with patrons that drive loyalty and purchase.
(Click on image to see full email)
Brand: Blue Apron
What I love about this email: Unattached customer value
Here’s the thing about Blue Apron: I’m not a customer, and there’s a good chance that I never will subscribe to the meal delivery service (I actually love planning out my meals and going to the grocery store. I know; I’m weird.). However, I do subscribe to the brand’s email newsletter. Why? Because every week Blue Apron sends me the same recipes that it mails to its customers. If something catches my eye—like its shrimp and pineapple soft tacos—I can click on the recipe and access it for free—even though I’m not a paying customer. Plus, if I want a refresher on how to slice an avocado or prep my herbs, I can watch one of Blue Apron’s video tutorials. And if I want to reference a recipe later on, I can find it on Blue Apron’s website through search or by filtering the recipes by main ingredient, cuisine, or season.
Put simply: Blue Apron provides me with real value with no strings attached.
The brand’s timely Thanksgiving email is no different. It provides subscribers with 10 different meals they can make for their family and friends this Turkey Day. And while I already have plans to stuff my face with my aunt’s cheesy potatoes this Thanksgiving, I definitely intend to take a stab at those mac and cheese recipes this winter.
To be fair, my relationship with Blue Apron sounds a bit one-sided. And for the most part, it is. I definitely receive more from the brand than I give. However, what I don’t offer in monetary value, I make up for in advocacy. My fiancé now consults Blue Apron’s recipes too. So while conversion and sales are marketers’ main objectives, offering subscribers unattached value can also produce delectable results when it comes to advocacy and engagement.
(Click on image to see full email)
Brand: ClassPass
What I love about its email: Easy engagement
Unlike Blue Apron, ClassPass is a brand that I patron. I subscribe to the emails sent by the fitness studio network to receive reminders for upcoming workout classes, new studio announcements, and content from its blog. But the email provided above is one message that truly caught my attention.
I love how the brand created a workout schedule and recommended different activities for each day of the week—such as boxing on Tuesday and tennis on Saturday. This tactic introduced me to studios and workout activities that I didn’t even know ClassPass offered. Plus, I like how it paired each fitness activity with a fun recommendation relating to the time of day. For instance, the brand advised patrons to checkout a local stargazing telescope after their evening workouts and provided them with Sunday brunch spots to enjoy after their weekend classes. Finally, the inclusion of links to each fitness studio mentioned made it easy to schedule a workout.
We’re all victims of routine, and sometimes it can be difficult for brands to get customers to venture outside of their comfort zones. With ClassPass, I generally stick to the same workout activities—dance and yoga. Instead of depending on me to search its website for new sources of fitness inspiration, ClassPass did the work for me and presented the options in a fun and creative way. The bottom line for marketers: Don’t make your consumers search for your products and services, put them right in front of them.
