Subject Line: College students are obsessed with these five drinks
Starbucks sent out this email informing subscribers which drinks are most popular based on location demographic. I was personally intrigued to know how tastes varied across the country. It’s a fun and interesting concept that could be applied to other types of retailers.
While it was the content that drove my interest in this email, some elements of the design are nice as well. Starbucks narrows their focus on popular drinks among college students. To keep with the casual college vibe, they use photography that resembles something you’d see on Instagram, rather than in a studio. The pictures are also taped to the email adding to the theme, interest and color. Staggering the photos gives it nice flow and balance.
There are a few things I would change, however. While I do like that the hero looks like it’s in a college stadium, it is rather large, pushing everything (including the headline) below the fold. The call-to-action is also at the very bottom of the email. I have a couple ideas about how to give this email more click-appeal. 1) Below each demographic, add a line saying “Would you try this?” [yes] [no] and display the live (percentage) results in the email. 2) Add a CTA to each drink: “Order online for pickup.”
Overall, I found this content interesting to read.