Year in Review hero

Year In Review Email

From: Disney Movie Rewards
Date: 01/01/19
Subject Line: 🎉 Happy New Year, Amy!

Disney Movie Rewards

Happy 2019!! On New Year’s Day I received this email from Disney Movie Rewards summarizing my activity throughout the past year. I thought it was pretty cool. Some of the numbers were surprising to me, and it reminded me how much I value their services. It got me imagining all the ways this could apply to other retailers. Here were some ideas I came up with, keeping with the same number format:

Dollars saved:
[Number of] Products viewed:
Reward points collected:
Years as a subscriber/member:
[Number of] Online purchases:
Events attended: (if emails are collected at events)

I was trying to decide if a collage of the “products viewed” would feel intrusive? A lot of people value their privacy and don’t like to know that retailers are keeping tabs on that information. On the flip-side, it might remind someone of products they were interested in but didn’t purchase, encouraging them to revisit them? What are your thoughts? Cool or creepy? What other info would you like to see in the yearly summary?

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Ulta hero

Interactive Email?! 😱🤯

From: Ulta Beauty
Date: 11/29/18
Subject Line: 🌙 Your All-Nighter Shopping Pass is here + Bonus Points

Ulta email  Ulta interactivity

Just when I think I know everything that’s possible with email, something new gets thrown into the mix! Ulta surprised me when I clicked on an image of a gift (to “unwrap” my savings), expecting it to open a web browser. Instead, it swapped the image of the present, revealing my deal within the email! From what I can deduct, they were able to pull this off using the company LiveClicker. It definitely threw me for a loop. I love the instant gratification of seeing my reward right away and the clutter-free lack of a pop-up. I hope to see this more in emails! Ulta also did a great job enticing me to click on the gift by animating it. Not to mention it’s packed with custom relevant content: my name in multiple locations (including a headline with fancy font), rewards balance, membership number and local store information. Nicely done!

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Moms Day hero 2018

My Mother’s Day Picks

Did your Mother’s Day email fall short this year? Help add life to your message with use of authenticity, originality and humor. Check out the emails that made my list this year.

From: Hot Topic
Date: 5/14/18
Subject Line: Newsflash: It’s Mother’s Day. Get your cool mom a cool gift.

Moms Day Hot Topic Email  Moms Day Hot Topic Animated

This email animates a phone conversation between a mother and daughter. It not only grabs your attention with the animation, but also makes it fun by adding some humor when the mom asks for Slipknot tank for Mother’s Day. It’s smart that they added in the typing […] graphic to the animation to allow time for reading while also making it feel more genuine. I also love how they manipulated the keyboard and word-suggestion area to call attention to the sale.

From: aerie
Date: 5/08/18
Subject Line: You Got It From Your Mama!

Moms Day Aerie Email  Moms Day Aerie Email zoom

Aerie sent out an email asking their models what they got from their mothers. The design features loving quotes and pictures of the moms and daughters together. What makes this one extra special though, is that all of the women are wearing aerie swimsuits and (as is the aerie way) are shown in untouched photography. It’s refreshing to see women of all ages and body types together, having fun and confidence in their natural forms.

From: Anthropologie
Date: 5/13/18
Subject Line: Isn’t Mom the best?

Moms Day Anthropologie Email  Moms Day Anthropologie Email zoom

Anthropologie sent out a series of emails highlighting their female staff with their kids. It’s a different angle to feature the employee as the mom. The photography is really what brings these emails to life. They are shot outside of a studio and look very authentic — Moms hugging and tickling their kids and playing on the beach. It just warms my heart. The script fonts, shadows and ripped edges add to the natural playfulness.

From: UncommonGoods
Date: 5/08/18
Subject Line: Gifts for Woman Warriors (aka Moms)

Moms Day UnCommonGoods Email  Moms Day UnCommonGoods Email zoom

Finally, this email from UncommonGoods caught my eye. It defines Moms as superheroes and lets you choose which comic best fits your mom’s style. The unique hand drawn covers portray different super-abilities that match shopping categories. For example: “Dr. Brainiac” leads to geek gifts, “Mother of Gardens” goes to garden gifts and (my favorite) “The Gray Tornado” features gifts for grandma. The theme overall is original and fun.

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UncommonGoods hero

No joke – this email is great.

From: UncommonGoods
Date: 6/14/17
Subject Line: Shopping for Dad Is No Joke

UncommonGoods Email

This email from UncommonGoods is filled with fun, humor, and originality. It’s the one Father’s Day email that really stood out to me this year. It has the theme: Dad always tells the lamest jokes. They encourage you to shop all the usual categories (ties, beer, gadgets, grilling, etc), but the spin is they pair each section with a cheesy and relevant joke. For example, “I used to hate facial hair. But then it grew on me. [Shop personal care].” Every joke is also being told by a character that represents that category (a mustache with legs for instance). Most of the characters are crying with laughter, which put a smile on my face. The design flows nicely, staggered left to right. I had a lot of fun reading this email and even told my son some of the jokes. It takes a lot of creativity to come up with something for every section, and they pulled it off flawlessly. (BTW, I also love the preheader: Email died laughing? View in browser.)

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Loft Mother's Day Hero

A Mother of an Email

From: LOFT
Date: 5/05/17
Subject Line: Two things we love: our moms…and a SALE

Loft Mother's Day Email

Mother’s Day is right around the corner. I love Loft’s approach to celebrating the holiday. They decided to do a mother-daughter photoshoot with the staff! The email introduces the staff member & their mom, has a personal quote about their relationship, and (the best part) includes a throwback photo of the two of them together. I like how personal this email is — you really feel like you’re getting to know the people “behind the curtain” at Loft. To top it off, all moms are dressed in Loft attire! It’s a great way of showing how versatile their clothing line is. Plus, it doesn’t take any stretch of the imagination to picture your own mom in the same wardrobe. They include calls-to-action that lead you to buy the clothing they’re wearing.

From: LOFT
Date: 5/03/17
Subject Line: Real moms, real style

Loft Mother's Day Email

Loft took two different approaches with this message. In this email they focus less on the individual staff members (removed the names, quotes and throwback photos) and made it more of a general message. They rely on you to click through to the landing page to learn more about the staff/moms. In this email it’s less obvious to me that the mothers are wearing Loft clothing (in the other email the copy points out that the moms are stepping in as models). Because of this, I find the main call-to-action (shop now) a little out of place. I would expect to see the “meet our moms” CTA first. Still, it’s very sweet and personal (because of the photos), but I favor the content in the other version more.

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