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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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I’ve been very into emails for Brand Experience posts lately. Mostly, I managed to review the shopping and purchase experience of many of my go-to online stores, and I’m not currently interested in making purchases of things that I don’t need right now, so I will hold off on the full experience reviews until I try a new retailer.

In the meantime, I received another incredibly transparent email from a retailer that was unexpected and impressive, this time from eShakti. You can read a previous post about eShakti here.

Read the email and keep scrolling for my thoughts:

I could not get over this email when I received it. The majority of companies would quietly raise the prices and hope that it would just go by without issue. eShakti is even in the position of having a rotational offering of items, and so they could have absolutely gotten away with saying nothing. However, their CEO sends an email laying out the issues that face their business, and lets you know exactly what they are doing in order to keep their business in business.

I can attest to the shipping delays mentioned in this email, and after this email was sent, I found myself being more than mildly annoyed that not only was my item delayed, but I didn’t receive any sort of update on the timing.

However, this post is meant to highlight this email in particular, and I don’t want to take too much away from what I think is a great example of honest and straightforward communication with customers.

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Click here for all posts in the Brand Experience Project.

Today, I’m sharing a surprising email that I received from Universal Standard, a clothing company that has achieved more notoriety in recent time. They offer clothing in sizes 10-28, and the items are meant to be high-quality basics, in the best possible way.

From their website:

Polina Veksler and Alexandra Waldman started Universal Standard because size had become the dividing line determining who had the privilege and freedom to dress with quality and style.

That had to change, so they changed it.

Starting with the premise that clothes should look and feel good, they created a line of modern essentials, with a chic, downtown but classic aesthetic – giving women a new standard in style and experience.

The email they sent was dedicated to an explanation of their pricing and how it compares to pricing for similarly created items. Check it out below.

This is new and interesting! As someone who doesn’t buy tops that cost $200, it’s interesting to see this breakdown. The question that popped up for me immediately is to ask where these items are made. I checked on the website and didn’t find anything about where the items are made, which is a bit frustrating.

However, I don’t think I have ever seen such transparency in an email, and I opened it immediately. I have been on Universal Standard’s email list for a while and I am sure I will buy something from them eventually, and this email only helps me toward making a purchase.

Tweet me and let me know if you would be affected by an email of this nature!

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Thanks for coming by to visit JamieSanford.com. If you enjoyed reading this post, please follow @JamieSanford on Twitter, subscribe to the RSS Feed or subscribe via email so you'll always be updated of my latest posts! Just enter your email address below and click the Subscribe button.

Click here for all posts in the Brand Experience Project.

I have written a previous blog post about an Mpix email, where I wasn’t happy about a tracking number that wasn’t linked.

I am happy to be back with a positive review of the typical “you put something in your cart, please come back and buy it” email. However, the content of this email is what made me think it was worthy of a blog post.

Instead of a basic message of “there’s something in your cart,” this is a reiteration of Mpix’s message of quality process and product. While the message is undoubtedly a sales pitch, it is delivered in such a way that I don’t mind the effort to convince me to finish my purchase. A short and sweet description of why Mpix is great, their fast service and quality products.

I haven’t yet finished my purchase but will undoubtedly do so.

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