When we were putting together our latest white paper, How to Engage Customers and Deepen Relationships, we were both impressed by some amazingly great transactional emails, and appalled that so many great brands continue to send emails that look like no more than half-hearted afterthoughts.
So much so, in fact, that we’ve decided to keep it going and publish a monthly Hall of Fame / Hall of Shame to highlight both the really good and the really bad. We hope you enjoy them — and learn from them — as much as we do.
Hall of Fame:
Nanoleaf, the innovative lighting company
The email is clear and to-the-point, with product details and simple CTAs to either track the shipment or do more shopping. But here Nanoleaf does lose a point for providing two CTAs when a single, primary CTA would probably serve their customers better. They might consider replacing the link to ‘Visit the Nanoleaf Shop’ with some personalized product recommendations below the ‘Items in this shipment’.
The email’s branding is spot-on, reflecting the same minimalist aesthetic as the Nanoleaf website.
Wayfair, the home decor and furnishings ecommerce company
Wayfair’s shipping notification tells the customer everything they need to know right up front — when the order was placed, when and by what method it was shipped, when delivery can be expected, and what was ordered.
Wayfair exceeds expectations by including what the customer can expect on delivery day and by addressing questions about the possibility of a return and what to do if the item arrives damaged. But there’s more — they also offer related product recommendations and daily deals. It might seem like a lot — and it is — but by putting the most important information first, Wayfair makes sure the additional content doesn’t detract from the email’s primary purpose.
Credit Karma, the free credit score and credit monitoring company
This email is simple, concise, and on-brand, reflecting Credit Karma’s website experience.
The email has a clear purpose – your mid-year credit checkup – with a single, obvious CTA.