email marketing

Tory Burch New Year Email | Brand Experience Project

by Jamie Sanford on January 16, 2019

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In follow-up to my previous post about the Year in Review email from Lyft, I’m back now with a Tory Burch email to wish me a happy new year. Unlike the Lyft email, this is not personalized to me, but still feels like a personal note from the founder and namesake, Tory Burch.

The only issue I take with this messaging is that it is extremely top-line and vague. I would almost prefer more information in this email with some links to more information about their philanthropic projects, as I’m sure they’ve created content around those efforts. I do really like the message of “here’s to a year of travel, color, and giving back,” as it feels extremely on-brand for Tory Burch, in aesthetic and company reputation.

I’m including the whole email below, but everything under the happy new year message is fairly standard e-commerce email content. I do feel that it takes away from the overall message of the email to include such basic content after such a specific message at the top. Ultimately, I would have preferred that this email be paired with more content about the Tory Burch Foundation, and for them to have left the shopping links for next time.

Take a look at this Tory Burch email below.

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Lyft Year in Review Email | Brand Experience Project

by Jamie Sanford on January 10, 2019

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It may be too late to say “happy new year,” but it is not too late to talk about new year content.

Today I wanted to share the email I received from Lyft, with a recap of my use of their service in 2018. I’ve seen these from a number of brands, but the content of this one really struck the perfect balance of personalized information about my own use of this service and company information. Included here is information on how to better use Lyft, what Lyft is up to in terms of their philanthropic efforts, where Lyft service is available, interspersed with specific information about my stats for 2018.

I don’t get a lot of emails from Lyft that aren’t related to specific usage of their service, but I opened this one as it totally played into me wanting to know more about me. The personalization of this email was super effective at pulling me in, and in the meantime, taught me a bit more about Lyft as a company.

What I do notice and appreciate is that nothing here is about money spent on this service. Why bring you down with a reminder of how much money you spent? December is generally a spendy month for many people, so a reminder about having spent $X over the course of the year on rides isn’t going to help anyone. Good move on Lyft’s part.

I would like to see other companies create this kind of recap of my own activity with their service or store. I am slightly concerned that for some customers, it would backfire into letting them know that they might be shopping a bit too much, or taking Lyfts a bit too much, but the avoidance of including dollar amounts is a key point.

Scroll down to take a look.

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Origins Tax Day Email | Brand Experience Project

by Jamie Sanford on April 17, 2018

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Short one today, because I had to share this email from Origins that made me chuckle.

It’s Tax Day, and the subject line of this email is “Tax Day Is Here! Have You Checked Your Balances?” The email is a big promotional piece on their Checks & Balances face wash. This is so cute and smart and I am all for anything that takes a boring/slightly negative thing and turn it into an opportunity to tie it in with a product promotion. (Please see this blog post about what not to do with sad things like celebrity deaths.)

Good job, Origins!

 

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Fathom Events Email Issues | Brand Experience Project

by Jamie Sanford on October 18, 2017

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Another week, another email to analyze. This one was really odd, so let’s get into it.

Subject Line

“Welcome to Fathom Events” is a strange choice, because I’ve been signed up for emails from them for ages.

Fathom Events Logo in Header

This logo isn’t a link! This irritates me every time. If you’re going to put a logo in the upper left corner of anything, make it a link.

Messaging re: Customizing Account

This is a great option, especially for Fathom Events, which is a company that schedules special broadcasts in movie theatres. I could certainly dial in my preferences for events that I want to know about, and so I appreciate the heads up.

Follow Us on Social Media Callout

That there aren’t links to said social channels built in to the email right where it suggests that we connect on social channels is a miss.

Coming Soon

This is where it goes really downhill. All 4 of those events took place in July. I was genuinely excited to see the Angels in America listing, only to find out that it happened months ago. I then clicked the others to find out that they are all from the past.

Design

It seems disjointed, to be honest. The “Fathom Events is original programming” in the center seems weirdly placed to me.

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Overall, I am confused about the timing of when I’m receiving this email, unhappy about the content issues, and unimpressed by the design. I highly recommend that the folks at Fathom Events take a look at this, especially if it is automated, and create a better experience. I think the Fathom Events service is a wonderful idea and I am very much looking forward to attending more of their events in the future, so hopefully their communications improve in the future.

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Ulta Password Change Email | Brand Experience Project

by Jamie Sanford on October 12, 2017

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Another email today, but I want to talk about both the email itself, and the action that Ulta has taken here. Take a look at the email and let’s discuss.

OK, here we go.

Design

I love this email’s design. I love a good combination of fonts and recognize the ability to do that is a skill that not everyone has. The color scheme is very on-brand for Ulta, and I find the email to have the perfect balance of images paired with what is approaching too much text. I’ll give them a pass because it is an important message.

Content

I have not received too many “we are forcing a password change on you” emails, and the feeling I have is a mixture of “thanks” and also “wait, is there a reason for this that you aren’t telling me?”

This is certainly a  good way for an e-commerce site that stores credit card data to proactively try and prevent themselves from being involved in any password scandals that can result from people using the same password for everything.

I am naturally suspicious though, so my first thought was that something already happened and they came up with a brilliant way to spin that they changed everyone’s passwords.

Have you received a forced password change from any other e-commerce sites you shop on? Tweet me about it.

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