Three months on and we continue to be impressed by the extraordinary emails that hit our inboxes.
So welcome to this month’s Hall of Fame. We hope you enjoy them — and learn from them — as much as we do.
Hall of Fame:
OpenTable, the online restaurant reservation service
This confirmation email from OpenTable provides everything the customer needs to know about their reservation right up front: who, what, where, when, and how many. The copy is simply laid out, making the pertinent details easy to find.
This email breaks the ‘just one CTA’ rule but to great effect. The three they include address every possible action the customer might need — add to calendar, modify the reservation, or cancel the reservation. This means the customer can accomplish any of those things directly from within the email, rather than having to click a single CTA and then hunt for the option they need.
Waze Carpool, the carpooling app
Now, this is how you do a Welcome email. Three super-clear steps to getting started, with a single CTA, all in a beautifully simple format that’s on-brand from top to bottom, reflecting both the Waze website and in-app experience. The CTA could be just a tidge more obvious but it’s forgivable.
Those animations. Seriously. They’re engaging and fun, and even if they don’t work in a user’s email client, the static images are still darned good. And bonus points for the referral offer.
Eventbrite, the event management and ticketing app
Clear and simple, just as an order confirmation should be. Eventbrite provides two options for retrieving tickets — their mobile app or download & print — in addition to full purchase details and event information, including a handy map of the location.
The email has a clear purpose and provides all the important information within the email itself.