As one in all the most impactful marketing channels, email deserves a while in the highlight. In the previous 12 months, there have been some heavy-hitters by way of efficient email campaigns and we wished to provide credit score the place credit score is due by highlighting a few of the greatest emails from 2021. However, we wish to name out that, for us, “best” doesn’t at all times imply the flashiest gifs or the funniest copy (though, that doesn’t damage).
We’re excited about “best” by way of the buyer expertise. The emails we chosen purpose to enhance the recipients’ interactions with the manufacturers who despatched them. Whether a welcome marketing campaign or an deserted cart marketing campaign, the following examples know easy methods to information prospects by way of their journeys in a personalised method.
Let’s see who made the minimize.
1. Tuft & Needle
Starting off the greatest emails from 2021 is that this deserted cart email. Mattress model Tuft & Needle considered their messaging from the prospects’ points-of-view. Mattresses are inclined to have a excessive value level, making it arduous for purchasers to click on “buy” on-line. Rather than making an attempt to influence prospects to make a purchase order by providing reductions, Tuft & Needle selected to teach the shopper, by way of an deserted cart collection, with the purpose of creating them extra snug with the shopping for course of.
Not solely is that this email extremely useful for a buyer who’s debating whether or not or to not buy, nevertheless it’s additionally personalised. The copy has the buyer’s title, instantly speaking that Tuft & Needle is being attentive to, and values, every particular person consumer.
2. Le Tote
In one other non-salesly deserted cart email, Le Tote, a web-based ladies’s clothes rental enterprise, highlighted their primary worth proposition up entrance. Le Tote acknowledged that when deciding to make a web-based buy with conventional clothes retailers, consumers might expertise “buyer’s remorse,” or remorse their buy. But, as a result of prospects can lease garments from Le Tote and return no matter they’re not planning to maintain, they don’t have to fret about purchaser’s regret. Renter’s regret isn’t a factor.
Then, the following copy and the CTA each draw extra consideration to the undeniable fact that the buyer will lease the objects of their cart, not buy.
Moving away from deserted cart emails, we’re shifting focus to FabFitFun, a subscription field service, and their welcome email. The purpose of this email is to get new members to buy their first field and customise it to make sure they’ll like the merchandise they obtain. Right away, the copy makes it clear that this can be a welcome email. But then, as an added bonus, FabFitFun presents a coupon plus a free reward—all above the fold.
As prospects scroll down the email, they’re guided by way of the FabFitFun course of. When providing a service that’s not a standard retail change—like a subscription field—it’s useful to incorporate:
- A breakdown of how the enterprise mannequin works. Step-by-step instructions with photographs can assuage buyer considerations when approaching a course of they’re not aware of
- A non-committal CTA. The CTA on this email is “customize now.” Instead of main the buyer on to buy, it’s guiding the buyer to look at the accessible choices.
This welcome email isn’t a push to buy, however a mild, but useful, nudge.
4. Blue Bottle
With provide chain points plaguing vacation procuring, Blue Bottle, a espresso roaster and retailer, wished to get forward of the panic. With this promotional email, Blue Bottle set clear expectations for purchasers. With a banner at the prime, header copy, and physique copy all clarifying the December fifteenth deadline, Blue Bottle wished to make sure prospects had the alternative to get what they wanted in time for the holidays.
What we notably like about this email is the lack of fluff. It’s an easy message, with pertinent info clearly said. If a buyer wasn’t putting an order as a result of they weren’t positive if it might arrive by the holidays, they’ll place their order now.
Last however not least, now we have Bokksu. Bokksu, a Japanese snack subscription field firm, nailed their winback email. By incorporating FOMO (concern of lacking out), Bokksu got down to present churned prospects what they’ve been lacking.
At the very prime, there’s a CTA to resubscribe. Bokksu wished to provide prospects fast entry to rejoining. Then, as prospects scroll they will view some particular field themes. Each theme has its personal CTA, so prospects can study every yet another intently.
At the very backside there’s a CTA guiding customers to see what the subsequent field can be. We love this email as a result of it combines worth added for present prospects with a number of methods to get churned prospects again to the web site. Offering quite a lot of paths not solely will increase the probabilities the buyer will go to, nevertheless it additionally provides Bokksu extra buyer information, primarily based on which CTA they select.
The Best Emails from 2021 Focus on the Customer Experience
The greatest emails from 2021 put the prospects first. When designing efficient email campaigns, it’s necessary to consider what a buyer might have at every level of their journey. Why are they getting caught at this stage? Do they should do extra analysis about a big buy? Are they unsure in the event that they’ll get an order in time?
Thinking about what extra info a buyer wants at their particular person bottleneck in the buyer journey will assist make your emails extra impactful. Who is aware of, subsequent 12 months your emails may land on this record.
To study extra about easy methods to enhance your email advertising and marketing in 2022 and past, schedule a demo right now.