As we all recover from the insane workload that marketers often have to get through leading up to the holidays, let’s take a look back at some of our favorite email campaigns from the season and talk about what made them great.
Chick-fil-A
What did we like?
- Personalization: So many layers of it
- Animation: Really fun and eye catching to scroll through
- Makes you feel good: They tell you some of the positive things they did
HomeAgain
What did we like?
- Timing: Given they were promoting holiday tips/gifts, Dec. 16 was a good time to send it.
- Helpful info: Really good blog posts that help even if you don’t use their product.
- Doggos: Who wouldn’t love those dogs? And they use my dog Ziggy’s name in the subject line!
Best
Best Buy
What did we like?
- Personalization: Takes the user right to their profile on Best Buy’s website
- Clear call to action: Let’s the user know which sales are happening NOW, encouraging them to fill up those carts
- Product Suggestions: They highlight specifically marked down items, peppered in with real-time suggestions powered by MessageGears Engage
Bespoke Post
What did we like?
- They know their audience: People who subscribe to Bespoke Post like to support small businesses.
- Numbers: It’s neat to give customers a look into your analytics.
- Positive feedback: Make customers feel good about buying from your brand.
Rakuten Rewards
What did we like?
- Dynamic Content: MessageGears + our friends at Movable Ink let Rakuten Rewards surface dynamic images
- Design: Visually appealing and to the point: 10% CASH BACK is huge for online shoppers
- Specific to each recipient: Rakuten suggests stores for each user based on their shopping habits, which is stored in their customer data
Peloton
What did we like?
- Personalization: Send loyal customers recommendations that fit with their activity.
- Big announcement: It’s at the bottom, but how does that Taylor Swift red not catch your eye?
- Inspiration: Give customers the motivation they need to keep going.
Party City
What did we like?
- SMS capability: Text Party City, and receive updates on your orders
- Call to action: Download the app, and then the user will be moved to a new part of the customer journey, perhaps they’ll receive an offer
- Personalization via user preference: My last used store location is surfaced in the email with the option to update it if needed
Bonobos
What did we like?
- Simplicity: Just a holiday checklist to get you through the season.
- It’s funny: Fun to see Bonobos let their hair down and include relatable laugh lines here.
- No hard sells: There are links to their products, but this is largely about fun.
Calm
What did we like?
- Personalization: Let the customer see exactly how they used your product.
- Recommendations: Prompt them to dive back in with relevant recommendations based upon what they’ve done before.
- Know your audience: The end of the year can be a stressful time. A good moment to recommend anxiety relief.
Shinesty
What did we like?
- On Brand: Between the writing and the imagery, Shinesty does a great job of leaning into their edgy, sarcastic brand identity.
- Big CTA: After they talk about people canceling, they invite you to check out the entire Christmas collection.
- Tease: How do you not keep reading after that opening line?
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