Welcome to our monthly Email Hall of Fame, highlighting some the best transactional and triggered emails.
We hope you enjoy them — and learn from them — as much as we do.
Hall of Fame:
Who:
Postmates, the delivery-on-demand company
What’s Good:
Everything? It’s a gift card delivery confirmation that includes nothing extraneous and everything that matters: who it was sent to and at what email address, how much it was for, what the personalized message said, and how it was paid for.
What’s Exceptional:
The email copy is clear and concise, and the design reflects Postmates’ pared-down, easy-to-use website experience. And the call-to-action, to send another card, is perfect — it’s straightforward but unobtrusive, and completely relevant.
Who:
Airbnb, the accommodation marketplace
What’s Good:
This is a booking confirmation email that includes all the pertinent information, including who, what, where, when, and for how much. It also includes links to view the address and receipt, as well as a main CTA to view all trip information.
What’s Exceptional:
Airbnb does transactional email extremely well, including this one. Every email they send, without fail, accurately reflects the brand experience of their website, which is itself beautifully designed. From the logo to the images to the overall look and feel, their emails provide an exceptional and consistent brand experience.
Who:
Nokia/Withings Health Mate, the activity and health tracker app
What’s Good:
This is an opt-in ‘weekly report’ app notification, providing stats based on the previous week’s usage of the product. It provides basic activity and health stats for the week, including week-over-week changes, with a clear CTA to open the app to learn more.
What’s Exceptional:
That cross-sell offer at the bottom, for the brand’s smartwatch, is awesome. This is something too few brands take advantage of — the opportunity to leverage triggered and transactional emails to present relevant cross and upsell offers. These are emails that are sent to customers who are already engaged — they’ve either already signed up and are using your app, as in this example, or they’ve already made a purchase. As a result, transactional and triggered emails have exceptionally high open and click-through rates, making them fertile ground for furthering customer relationships and driving growth. And in this email, that’s exactly what Nokia/Withings is doing.
