| Hello! Have you ever received an email that impressed you? As an email enthusiast, I love it when that happens. But before I show you an email that recently blew me away, let me introduce myself. I’m Samar Owais, Founder of Emails Done Right and email conversion strategist for SaaS and eCommerce brands. This week, I'm taking over this month’s edition of Mailmodo's Idealetter. As an email strategist, my job's to focus on one thing and one thing alone: Email experience. And the thing that drives me absolutely bonkers about most ecommerce emails is how the buying experience isn’t subscriber/customer friendly. Here’s the thing, though. When brands get their email experience right, it stands out. Last year, I got an email from Soko for Mother’s Day, and I still think about it. Here are all the things I love about this email and why it’s great. Hope it helps you get an idea of how you can improve the email experience for your subscribers. |
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| “10 Pieces on Every Mom’s List.” I know exactly what’s in the email (Mother’s Day gift ideas) and how many items I’ll see (ten). It’s clear (rather than clever) and is also a relatable, which means it’ll stand out in my inbox. |
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2. The lack of email copy | Did your jaw just drop? Hehe. This SOKO email only has a headline, 2 short sentences of copy, and a CTA. | | I love that their email copy is less than 100 characters (86 to be exact). This is a busy email highlighting 10 products. They know people will want to scroll down to them immediately, so they got right down to business. |
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3. The laser focus on the products | With jewelry brands - seeing is believing. SOKO made their products the hero of the email. The images they used are stunning and only list the product's name (no description.)
They know getting people to click through is the main goal. They don’t waste time trying to get their subscriber to read product descriptions that they won’t be interested in any way. If they want more details, they can get them on the product page. | |
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4. The delivery deadlines | Because Mother’s Day gifts are best received/given on Mother’s Day, they made it crystal clear what their delivery cutoff dates were. SOKO offered a bunch of delivery deadlines. They had a deadline for personalized gifts, standard shipping, expedited shipping, 2-day shipping, and overnight shipping. They highlighted which delivery option to choose based on their order date. Every time a deadline passed, they crossed that option out in their Mother’s Day marketing emails. Not only is it an email experience win, but it’s also a brilliant marketing tactic. | |
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| SOKO got their links right. Each image goes to its product page. And if you click on the [SHOP NOW] button at the top of the email, it takes you to a Mother’s Day Gift Guide that lists their top recommendations (including the products highlighted in the email.) |
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| “SOKO product image of the Dash Layered Necklace” Do I need to say more? Reading the Alt Text tells you everything you need to know about this email. |
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Enjoyed this email breakdown? I do more of these over at Emails Done Right newsletter, where I pick an email fight every week! See you there? Samar |
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