AMP for Email: The 411 with April Mullen and Jen Capstraw

Pumpkin spice, <a href="https://youtu.be/sct6UTiVHlI" target="_blank">mental inbox advice</a>…these are the ingredients to make the perfect fall emails. We know you’ve at least considered combing through your closet to find those cozy oversized sweaters, finding your favorite flannel and boots, buying the best-smelling cinnamon brooms, and baking pumpkin spice everything with the folklore album playing on repeat. You’ll find all of these elements sprinkled throughout fall emails where companies use the season to their marketing advantage to advertise products, a feature release, a scent, or a memory. These seasonal emails could be the invisible string tying you to your readers. <h2>What to include in your fall emails</h2> Fall is one of the busiest seasons during the year for sales and donations with Labor Day (U.S.), Oktoberfest, Halloween, Veterans Day, Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday. This is a great opportunity to reward your subscribers by including special offers, promotions, and quality content in your fall emails that lead back to your site, your blog, or your shop. Share a snippet about your sale or updates and capture your readers' attention with a playful subject line, fallen leaf emoji included ("Fall in love with our new pumpkin candles"). Create urgency by using custom preheader text, including your sale end time ("Hurry - offer ends tomorrow"). In the subject line, preheader text, and email body, you’ll also find mentions of… <ul><li>Fall freebies</li><li>Fall fests</li><li>Fall sales</li><li>Fall faves</li><li>Fall in love</li><li>Falling for fall</li><li>Gratitude</li><li>Candy corn</li><li>Apple cider</li><li>Pie</li><li>Turkey</li><li>Gravy</li><li>Stuffing</li><li>Fireplace</li><li>Leaves changing colors</li><li>Cornucopia</li><li>Nutmeg</li></ul> <h2>Get inspired by these 12 fall emails!</h2> <h2>1) <a href="https://reallygoodemails.com/simple" target="_blank">Simple</a></h2> <a href="https://reallygoodemails.com/emails/smiles-davis-make-room-for-budgeting-this-thanksgiving" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/68dd81816897499dbd99312bb41068c9"></a> <a href="https://reallygoodemails.com/emails/smiles-davis-make-room-for-budgeting-this-thanksgiving" target="_blank">https://reallygoodemails.com/emails/smiles-davis-make-room-for-budgeting-this-thanksgiving</a> The Simple Life newsletter combines a unique mix of email elements. It includes a heartfelt note from an employee thanking customers, promotes a giveaway, shares a customer’s story, and highlights another customer’s journey as it pertains to one of the company’s hashtags.While this email might only say “fall” with its hero image (and with the giant pumpkin further down in the email), the newsletter focuses on gratitude, a common theme in celebrating the holidays. <h2>2) <a href="https://reallygoodemails.com/hush-puppies" target="_blank">Hush Puppies</a></h2> <a href="https://reallygoodemails.com/emails/we-fall-boots" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/dff26c255f784cd9b73427863288a64b"></a> <a href="https://reallygoodemails.com/emails/we-fall-boots" target="_blank">https://reallygoodemails.com/emails/we-fall-boots</a> This isn't your typical fall email design. Hush Puppies gives a nod to the season with its large hero text and lets the rest of the email sell for itself. The email includes some solid product photos and clear CTAs, doing a nice job stacking the images on mobile and desktop to look great with HTML text. <h2>3) <a href="https://reallygoodemails.com/aarp" target="_blank">AARP</a></h2> <a href="https://reallygoodemails.com/emails/smiles-davis-your-fall-guide-to-your-city-is-here" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/21e8b7a39c224c959597ab0401af8116"></a> <a href="https://reallygoodemails.com/emails/smiles-davis-your-fall-guide-to-your-city-is-here" target="_blank">https://reallygoodemails.com/emails/smiles-davis-your-fall-guide-to-your-city-is-here</a> AARP goes all out with this fall email filled with a leaf wreath, “fall in love” verbiage, fun GIFs, resizing images on hover, and CTA buttons changing colors on hover. There are a lot of images in this email, but the autumn colors and leaves sprinkled throughout the email make it stand out as a top fall email. <h2>4) <a href="https://reallygoodemails.com/chobani" target="_blank">Chobani</a></h2> <a href="https://reallygoodemails.com/emails/the-most-delicious-fall-recipe-inside" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/08ddda9cd2d7462389e5fd8434358f7f"></a> <a href="https://reallygoodemails.com/emails/the-most-delicious-fall-recipe-inside" target="_blank">https://reallygoodemails.com/emails/the-most-delicious-fall-recipe-inside</a> Wondering how to make glazed pumpkin scones to celebrate fall (or to simply satisfy your pumpkin cravings)? Chobani’s got you covered. This fall email locks in a short and sweet message with a simple CTA and fun food photography showing off the crumbly baked scone goodness. <h2>5) <a href="https://reallygoodemails.com/fracture" target="_blank">Fracture</a></h2> <a href="https://reallygoodemails.com/emails/happy-thanksgiving-from-the-fracture-team" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/962f76dd94c349e5926b9f3a0291241e"></a> <a href="https://reallygoodemails.com/emails/happy-thanksgiving-from-the-fracture-team" target="_blank">https://reallygoodemails.com/emails/happy-thanksgiving-from-the-fracture-team</a> Fracture is all about holiday gratitude in this mashup of a <a href="https://reallygoodemails.com/categories/thanksgiving" target="_blank">Thanksgiving</a> / <a href="https://reallygoodemails.com/categories/fall-autumn" target="_blank">fall</a> / <a href="https://reallygoodemails.com/categories/thank-you" target="_blank">thank-you</a> email with people clinking glasses and celebrating at a table decorated with orange napkins and placemats (because, fall). <h2>6) <a href="https://reallygoodemails.com/outdoorsy" target="_blank">Outdoorsy</a></h2> <a href="https://reallygoodemails.com/emails/the-most-colorful-fall-road-trips-near-you" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/aeb4a47a92014b27870559790b42f6ed"></a> <a href="https://reallygoodemails.com/emails/the-most-colorful-fall-road-trips-near-you" target="_blank">https://reallygoodemails.com/emails/the-most-colorful-fall-road-trips-near-you</a> According to Outdoorsy, as soon as summer ends, fall brings in new colors, new roads, and new opportunities to explore while traveling. The beautiful autumn leaves on an empty road in this email paint a beautiful picture of what’s next. Outdoorsy keeps the fall vibes strong with a fall festival bucket list (though, these festivals would most likely be virtual now), and beautiful sunsets. <h2>7) <a href="https://reallygoodemails.com/postmates" target="_blank">Postmates</a></h2> <a href="https://reallygoodemails.com/emails/smores-to-your-door" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/2d751663f2164242996ec9af6c3a4be5"></a> <a href="https://reallygoodemails.com/emails/smores-to-your-door" target="_blank">https://reallygoodemails.com/emails/smores-to-your-door</a> <img src="https://files.reallygoodemails.com/blogContentImages/f22d150048b54c118fd886ed4ef0f822"> 3 ingredients, a skewer, and a campfire. Postmates offers its audience a delightful s’mores freebie, all customers have to do is pay for delivery. This is a great incentive for customers to order through the local delivery service. If customers are going to order a free s’mores kit and pay for delivery, this could inspire them to throw in some meals and other treats in their cart to make the most of that delivery fee. Throughout the email, Postmates includes a fun mix of illustrations and a recipe with clear CTAs at the end of the email. <h2>8) <a href="https://reallygoodemails.com/uber" target="_blank">Uber</a></h2> <a href="https://reallygoodemails.com/emails/flying-to-the-feast" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/9e49a205b6314824b2f265e3f27a9aee"></a> <a href="https://reallygoodemails.com/emails/flying-to-the-feast" target="_blank">https://reallygoodemails.com/emails/flying-to-the-feast</a> Who doesn’t love a dancing email? Uber pairs a fun, fall-themed GIF with a well-seasoned pun: ”That’s gravy.” This fall email is playful, to the point, and stays true to its Thanksgiving advertising right down to the pumpkin orange “How It Works” button. <h2>9) <a href="https://reallygoodemails.com/lyft" target="_blank">Lyft</a></h2> <a href="https://reallygoodemails.com/emails/on-demand-airport-rides-from-lyft" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/d6dc9a4427084e93b871b31877bc72e6"></a> <a href="https://reallygoodemails.com/emails/on-demand-airport-rides-from-lyft" target="_blank">https://reallygoodemails.com/emails/on-demand-airport-rides-from-lyft</a> Lyft’s fall email is more than just colored leaves and a turkey car surrounded by veggies. <a href="https://youtu.be/fF82l571j4M" target="_blank">The company</a> incorporates its hot pink branding in the leaves and the CTA, keeping its branding consistent throughout the email. Lyft keeps the fun going with its blocks featuring Thanksgiving-themed cars, from a cornucopia to corn on the cob. <h2>10) <a href="https://reallygoodemails.com/trunk-club" target="_blank">Trunk Club</a></h2> <a href="https://reallygoodemails.com/emails/feels-like-fall" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/612e4b28f7cb466ebad650bd95a1edb6"></a> <a href="https://reallygoodemails.com/emails/feels-like-fall" target="_blank">https://reallygoodemails.com/emails/feels-like-fall</a> Trunk Club places its audience right in the middle of the autumn air through storytelling, complete with a bonfire, crisp breeze, and an outfit fit for fall. The company may have deployed an A/B campaign with the same image, <a href="https://reallygoodemails.com/emails/the-look-of-the-month" target="_blank">different verbiage</a>. Also, notice how one email mentions “fall” and the other mentions “autumn.” <h2>11) Bath &amp; Body Works</h2> <img src="https://files.reallygoodemails.com/blogContentImages/28b712e485864eddb4567a455efe17ab"> Bath &amp; Body Works knows how to sell their scents in every season. Winter? Vanilla Bean Noel. Spring? Blueberry Pie. <a href="https://reallygoodemails.com/school/summer-emails" target="_blank">Summer</a>? Sun-Washed Citrus. And, of course, fall? Pumpkin Pecan Waffles welcome in the season. Although Bath &amp; Body Works designs image-only emails, their product photography is always on-brand, smart, relatable, and aware of the season for its customers so they can picture the BBW products in their home. This fall email’s GIF, orange colors, season sweets, and autumn leaf wallflower product all keep the company top of mind in fall promotions. <h2>12) Michaels</h2> <img src="https://files.reallygoodemails.com/blogContentImages/546eba5c419642cc96815918383343d8"> Michaels shows off pretty fall florals, craft pumpkins, and wreaths in its emails. The “Make It” buttons, although image-only, empowers readers by showing them how to create their own sequin pumpkins and more. While Michaels is another company that creates image-only emails, we can appreciate and draw inspiration from their lifestyle photos and product staging to create our own stylish yet accessible fall emails. <h2>Really Good Fall Email Collections</h2> Check out these fall email collections from RGE users: Maria’s fall email collection showcases designs from Headspace, DogVacay, and Leesa: <a href="https://reallygoodemails.com/mpalamar/collections/1D1OLkr8zZVPpbU0PqAp" target="_blank">https://reallygoodemails.com/mpalamar/collections/1D1OLkr8zZVPpbU0PqAp</a> Matthew’s Thanksgiving email collection highlights products and sales emails from companies like Baggu, BaubleBar, and Casper: <a href="https://reallygoodemails.com/popcornguy/collections/gn2WkbvLjxtowO7U7mH9" target="_blank">https://reallygoodemails.com/popcornguy/collections/gn2WkbvLjxtowO7U7mH9</a> Here’s a look at some of my favorite fall emails, including emails from this article: <a href="https://reallygoodemails.com/kellylamano/collections/cxc7fCWaoJ58GJizFqOz" target="_blank">https://reallygoodemails.com/kellylamano/collections/cxc7fCWaoJ58GJizFqOz</a> <h2>Engage Your Audience Year-round</h2> Whether you’re writing a personal <a href="https://reallygoodemails.com/school/newsletter-examples" target="_blank">newsletter</a> or advertising your brand’s <a href="https://reallygoodemails.com/school/ecommerce-emails" target="_blank">products</a> in a fall-themed email, it’s important to test your email designs to learn what works best for your audience. Keep the conversation going year-round in your emails, through social media, and on your website so your audience will come to love and expect your seasonal emails aligning with your <a href="https://youtu.be/QdyovP2Edfs" target="_blank">branding</a>.&nbsp;&nbsp; Did we miss one of your fall favorites? Send us your fall email by clicking the “Upload an Email” button in the top right corner of your screen.<img src="https://files.reallygoodemails.com/blogContentImages/7afaf4f1f12a48cc8f37208b9d386fb7">

When summer's over, it's time to break out the flannel, the PSLs, and cinnamon brooms to spice up your marketing. Engage your audience year-round.🍂

Rekindle the Flame by Designing Easy, Breezy Fall Emails for your Readers

The most powerful nonprofit emails tell compelling stories through videos, interviews, and long-form blog posts. Educate the audience, thank them, and share campaign milestones in both your emails and your website to increase donations. These elements can help your audience understand the value of the nonprofit organization and why they should support the mission. Nonprofit emails should be transparent with audiences, answering the following questions: Who is the&nbsp;nonprofit organization? Why is the organization asking for money? What is the organization’s mission? What does the organization do with the money? <h2>Here are six types of emails every nonprofit should be sending:</h2> <h2>1) Welcome Email</h2>A <a href="https://reallygoodemails.com/categories/welcome" target="_blank">welcome email</a> can help set the tone for any organization. With a nonprofit, a welcome email can showcase what we mentioned above: who the organization is, what they stand for, where donations go, and how readers can help. This introductory email should show the value of the organization. Tell a story by celebrating a victory or a defining moment. Explain what cause(s) the organization supports so the audience can understand the full picture and feel compelled to donate. <h2>2) Storytelling Email</h2>Sharing success stories and powerful journeys helps your audience connect with people, pushing past the barrier of an unknown company or corporation. Who are the people your organization is helping? What is your “why?” Use photos, articles, videos, interviews, and recaps of fieldwork to personalize storytelling emails. <h2>3) Educational Email</h2>Inform your audience on what’s going on in your industry. For example: how many people are homeless or living in poverty in the country you’re serving? Who is affected by these statistics? What additional resources can you provide that confirm this information? How will donations contribute to your mission? Feed your audience information and they’ll be moved by facts. <h2>4) Updates / Milestone Email</h2>Share updates on…the organization’s facilities, staff, clients, a new website, celebrate milestones hitting $$$ in donations or filling homes with clean water. Send a milestone email as frequently as it’s appropriate for your organization. Some nonprofits send an annual roundup with the year’s donations, who received help with these donations, and how many people the organization helped thanks to the donors. This helps your audience understand that they’re part of a larger cause. <h2>5) Call for Donations Email</h2>These emails are also known as a donation appeal or appeal emails. The message of this email is for the reader to do something, to act, persuading the reader to donate blood, volunteer, drop off supplies at a food bank, or donate funds. Think <a href="https://reallygoodemails.com/categories/giving-tuesday" target="_blank">Giving Tuesday</a> emails.A call for donations email is also a good opportunity to explain any special details related to the funds, such as matching donations (if you donate, we’ll match your donation amount). <h2>6) Thank-you / Retention Email</h2><a href="https://reallygoodemails.com/categories/thank-you" target="_blank">Thank-you emails</a> nurture an existing relationship with your audience of donors. Thank them for their support, update them on where the organization is in its fundraising goals, and remind them of upcoming opportunities to get involved. You can also encourage your audience to keep the conversation going by asking them to share the organization’s updates on social media using a hashtag that helps spread the word. <h2>Check out these 12 really good nonprofit email examples:</h2> <h2>1) <a href="https://reallygoodemails.com/charity-water" target="_blank">Charity Water</a> – Thank-you Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/we-re-inspired-by-your-generosity" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/75edf19b9e55416397527ef7a1ce63ff"></a> <a href="https://reallygoodemails.com/emails/we-re-inspired-by-your-generosity" target="_blank">https://reallygoodemails.com/emails/we-re-inspired-by-your-generosity</a> This email immediately sets the tone with an uplifting message and a GIF of people smiling and folding their hands together as a symbol of gratitude. Charity Water keeps the email content short and sweet with how their Giving Tuesday campaign began, where the campaign is now, and thanking readers for their support. <h2>2) <a href="https://reallygoodemails.com/care-australia" target="_blank">CARE Australia</a> – Milestone / Storytelling / Thank-you Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/what-an-amazing-year" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/5b959db9549d4c79b0aad8b59b50098b"></a> <a href="https://reallygoodemails.com/emails/what-an-amazing-year" target="_blank">https://reallygoodemails.com/emails/what-an-amazing-year</a> CARE Australia created a combination of a thank-you email and a milestone email with this message. The nonprofit shares concrete numbers of total donors from that year, how those donations helped, and how many people they were able to help. This is a great example of an upbeat thank-you email with specific milestone examples to persuade donors to continue giving. <h2>3) <a href="https://reallygoodemails.com/canadian-red-cross" target="_blank">Canadian Red Cross</a> – Storytelling Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/this-is-home-six-years-since-syria-crisis-began" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/7b86ed2830304ae1bc24996dd0cde57e"></a> <a href="https://reallygoodemails.com/emails/this-is-home-six-years-since-syria-crisis-began" target="_blank">https://reallygoodemails.com/emails/this-is-home-six-years-since-syria-crisis-began</a> The Canadian Red Cross puts the reader right in the middle of its story, sharing an experience in which the organization brought Syrian refugee teenagers to a children’s camp in another country. This is a powerful example of nonprofit storytelling, leading the reader to watch videos or click to learn more about the stories. While there’s a large “donate now” button at the top of the email, the focus here is to educate the reader. <h2>4) <a href="https://reallygoodemails.com/charity-water" target="_blank">Charity Water</a> – Thank-you / Retention Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/charity-water-loves-you" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/4cac7310c61b4f65a39c505966d45a0d"></a> <a href="https://reallygoodemails.com/emails/charity-water-loves-you" target="_blank">https://reallygoodemails.com/emails/charity-water-loves-you</a> This highlights a simple yet effective thank-you email from Charity Water. The organization shares its love for its supporters with a GIF and a clear CTA to continue supporting the nonprofit while keeping donors interested. <h2>5) <a href="https://reallygoodemails.com/help-for-heroes" target="_blank">Help for Heroes</a> – Storytelling Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/show-veterans-they-are-not-forgotten" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/11db9071e38243d394a8516f61eca185"></a> <a href="https://reallygoodemails.com/emails/show-veterans-they-are-not-forgotten" target="_blank">https://reallygoodemails.com/emails/show-veterans-they-are-not-forgotten</a> This Help for Heroes email is a great example of storytelling through written and visual content. The organization jumps right into Carl’s personal veteran story with quotes and photos from Carl and his family. Help for Heroes sent this email during the UK’s month of remembrance, mentioning, “Rather than just ask for a donation, we wanted to tell the story of one of our veterans so subscribers could understand why their support was so vital.” The email includes a “Donate” CTA at the top of the email and goes into more detail after Carl’s story about how donors can help and where the money is donated. <h2>6) <a href="https://reallygoodemails.com/justgiving" target="_blank">JustGiving</a> – Updates Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/important-information-about-justgive" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/1b382e3d93f145acae6ce95013a83af6"></a> <a href="https://reallygoodemails.com/emails/important-information-about-justgive" target="_blank">https://reallygoodemails.com/emails/important-information-about-justgive</a> This nonprofit email announces a branding update, something that’s crucial for donors and supporters to be aware of. With a fun GIF and celebratory photo, JustGiving explains what the update means for donors and how to learn more about its new platform, something donors will need to get familiar with to continue interacting with the organization and donating. <h2>7) <a href="https://reallygoodemails.com/simons-foundation" target="_blank">Simons Foundation</a> – Updates / Educational Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/announcements-from-the-simons-foundation" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/b7293447f9174fee9b3d136753a21950"></a> <a href="https://reallygoodemails.com/emails/announcements-from-the-simons-foundation" target="_blank">https://reallygoodemails.com/emails/announcements-from-the-simons-foundation</a> Outside of asking for donations, nonprofit emails can share helpful insights with its audience to further educate them about related topics, in this case, research and data. Sending an educational nonprofit email like this gives readers a taste of articles on the Simons Foundation website to keep up with industry-related news and organization updates. <h2>8) <a href="https://reallygoodemails.com/ms-society" target="_blank">MS Society</a> – Educational Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/new-year-new-newsletter-introducing-the-buzz-from-the-ms-society" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/e9c823ed18d64342930dbc945341a49f"></a> <a href="https://reallygoodemails.com/emails/new-year-new-newsletter-introducing-the-buzz-from-the-ms-society" target="_blank">https://reallygoodemails.com/emails/new-year-new-newsletter-introducing-the-buzz-from-the-ms-society</a> This newsletter email from MS Society gives the reader a lot of action options; the audience can read articles, nominate a hero, watch a video, or donate. While there’s a lot going on with the CTAs, it works in this format to give the reader a choose-your-own-adventure experience.An educational nonprofit email like this can keep readers engaged and persuade them to donate as they grow accustomed to the newsletter format. <h2>9) <a href="https://reallygoodemails.com/american-red-cross" target="_blank">American Red Cross</a> – Appeal Nonprofit Email</h2> <a href="https://reallygoodemails.com/emails/give-its-never-been-easier" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/d3930e11b2654c1280f543478e0b7c60"></a> <a href="https://reallygoodemails.com/emails/give-its-never-been-easier" target="_blank">https://reallygoodemails.com/emails/give-its-never-been-easier</a> In this email, the American Red Cross asks readers to donate blood. How can a nonprofit make that sound appealing? Enter: technology. The hero image showcases a screenshot of the app and its scheduling tool, showing donors how they can easily schedule an appointment on a mobile device, track their journey, and earn rewards within the app. <h2>10) Save the Children – Welcome / Storytelling Nonprofit Email</h2> <img src="https://files.reallygoodemails.com/blogContentImages/b72aba5d3f794f71a8d8a02ef65e89e7"> Save the Children includes all the best components of both a welcome email and a nonprofit email here. Their comforting tone helps the reader feel welcomed (“Thank you…” “Thanks to…people like you.”). Consistent branding and CTAs lead the reader to a video about the organization and the people they help, which can help persuade readers to donate. <h2>11) The Sharing Center – Donations / Storytelling Nonprofit Email</h2> <img src="https://files.reallygoodemails.com/blogContentImages/000c83b58ce34449bfaaa44394dc4301"> Right off the bat, the hero image addresses where we are (living during the pandemic) and immediately asks the reader to donate to a specific campaign (Operation Good Samaritan). The Sharing Center goes on to explain its increased supply needs and how the audience can help. The email includes a clickable video image, leading to a client’s personal story of how the Sharing Center helped her (storytelling elements), and the email ends by directing the reader to make a gift. <h2>12) Feeding Children Everywhere – Welcome Nonprofit Email</h2> <img src="https://files.reallygoodemails.com/blogContentImages/15ec6d190a6a4255835b5c489f6e28cb"> Similar to the Save the Children email, Feeding Children Everywhere contains welcoming language that can make the reader feel like they’re part of the family (“…discover the hunger hero within you. Here’s to the start of a great relationship!”). The GIF is a clever choice, showing what could be teammates and volunteers celebrating in a large convention hall where they assemble meals for the nonprofit’s cause. <h2>Really Good Nonprofit Email Collections</h2> Check out these nonprofit email collections from RGE users: Rob’s nonprofit email collection shows some love for emails by Canadian Red Cross, Patagonia, and Deki. <a href="https://reallygoodemails.com/oxygensmith/collections/SNkjErWqSTnFazCcfY7Z" target="_blank">https://reallygoodemails.com/oxygensmith/collections/SNkjErWqSTnFazCcfY7Z</a> Check out some of my favorite nonprofit emails, including emails from this article: <a href="https://reallygoodemails.com/kellylamano/collections/2231blWFN2sVsTXVpO1q" target="_blank">https://reallygoodemails.com/kellylamano/collections/2231blWFN2sVsTXVpO1q</a> <h2>Make the process user-friendly</h2>From email to website to donation, the entire process should be seamless for the audience and the design should be consistent. Ensure the organization’s landing page to subscribe and donate matches the email to <a href="https://youtu.be/J6LhVZgy52Y" target="_blank">keep the branding cohesive</a>. Readers should know where they are no matter what channel they’re on. Make sure the website is easy to navigate as well. Where you’re leading people to find more information, read articles, and donate, the website experience is just as important as the emails. <h2>State the Mission, Be Transparent</h2>With any nonprofit email, make sure you’re clear in explaining your mission to your audience. Be transparent about where the donation money goes by sharing stories. People connect with stories about other people. They’ll be driven to donate based on these stories, so keep your readers in the loop as much as you can! Share success stories and thank your audience to keep them interested in your cause. Know of a really good nonprofit email? <a href="https://reallygoodemails.com/submit-email" target="_blank">Submit your favorite to RGE</a>!

Storytelling plays a major part in crafting strong NGO and nonprofit emails. These messages should show the value of donations in written and visual stories. 📝

How These Nonprofits Drive Donations with Email

Audiences are inundated with more webinar and event emails than ever. In a 2020 <a href="https://welcome.bizzabo.com/post-covid-19-event-outlook-report" target="_blank">event outlook report,</a> 93% of marketers said they planned to invest in virtual events moving forward. Online events have changed. Readers want to know what the event will do for them, if it’s a good fit for their time, and if it’s worth their money. This is where you come in. Guide your audience, show them the value of your event, and work smarter not harder with your promotional event emails. <h2>Explain the RSVP</h2> Most webinars and online events are recorded. Take Litmus Live, for example. <a href="https://www.litmus.com/blog/say-hello-to-litmus-live-everywhere/" target="_blank">Litmus announced</a> in May that it would switch from hosting Litmus Live, its annual paid conference in three locations (Boston, Silicon Valley, and London), to hosting Litmus Live Everywhere online. This new format still gives email geeks the opportunity to learn and participate in workshops, but the events are free, and attendees can watch from the comfort of their home. In order for your company and events to pivot like this, you need to explain the value of your event and guide your audience to the registration page. If an event is free, why do people need to RSVP? What will entice them to click into your event and watch rather than schedule something else because your event was free? Notify attendees when you’re going live. Explain if and how the event will be recorded. Let them know when recordings will be available. Place the recording information in proximity to your CTA button. The key here is to make the RSVP process simple and easy for your audience. <a href="https://reallygoodemails.com/emails/youre-invited-frontiers-by-slack-our-best-and-first-ever-conference" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/60b3784ad9d243488f7e93995cfa3623"></a> <a href="https://reallygoodemails.com/emails/youre-invited-frontiers-by-slack-our-best-and-first-ever-conference" target="_blank">https://reallygoodemails.com/emails/youre-invited-frontiers-by-slack-our-best-and-first-ever-conference</a><h2> </h2><h2>Use social proof</h2> Entice your audience to tune in to your event based on other people’s experiences with prior webinars and events. If your brand doesn’t have social proof for an upcoming event, send a quick survey to people who watched the last event and ask them for a quick quote or stat that you can use. If this is your inaugural event, ask for quotes from people who have worked with you and request speakers to get quotes from their audiences who have heard them speak. You can use a combination of <a href="https://welcome.bizzabo.com/almost-in-person-on-demand" target="_blank">testimonials</a> from those speakers and your internal team to beef up your social proof. <a href="https://reallygoodemails.com/emails/london-called-and-we-answered" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/db6e24d60e4840419eb9a10a7fbac1ee"></a><a href="https://reallygoodemails.com/emails/london-called-and-we-answered" target="_blank">https://reallygoodemails.com/emails/london-called-and-we-answered</a> <h2>Create a personalized experience</h2> Yes, you should collect first name, last name, and email address at the minimum. But also create a personalized experience in the event email and at the event. How can attendees interact with each other? Is there an opportunity for 1:1 networking? Can you poll attendees before the event and incorporate that (or give attendees shout-outs at the event)? If not, how can you create that experience for them? Test elements throughout your event emails, such as photos of previous attendees, an app screenshot, original photography, or illustrations to see what receives the most engagement. <a href="https://reallygoodemails.com/emails/tune-in-to-dreamforce-live-all-week" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/7fbb79765ac341aba569b7f70927bc29"></a><a href="https://reallygoodemails.com/emails/tune-in-to-dreamforce-live-all-week" target="_blank">https://reallygoodemails.com/emails/tune-in-to-dreamforce-live-all-week</a> <h2>Dedicate a resources page on your event website</h2> A resources page can help guide your audience through the online platform they’ll be using, as well as access important documents like the event schedule. Include a branded downloadable Google Doc for attendees to take notes during the event. Another interactive option is to create a spreadsheet for attendees to fill out their contact info and social media profiles so they can exchange virtual business cards, networking before, during, and after your event. Outside of the documents, will attendees need to learn how to use an online platform for your event? Even if you’re hosting the event on Zoom, some audience members might not be familiar with the platform (or maybe they delete the app when they’re finished with a call).Include all of these instructions on how to download and use the online platform with screenshots and text to walk them through it on your <a href="https://www.thefreelancersconference.com/resources" target="_blank">event website resources page</a>. <img src="https://files.reallygoodemails.com/blogContentImages/af91f459cbfe4ed28c5e079e3142700f"> <h2>Create a strong follow-up email</h2> You’ve worked so hard to get attendees in the virtual door, so keeping them engaged post-event is just as important! If you promise them a follow-up with recordings, follow through on that promise. Don’t be the friend that says, “Yeah! Let’s hang out sometime!” leaving the details up in the air. Inform your audience on how they can view the event recordings, how they can stay connected with more information on upcoming events, continuing the conversation online, and connecting with speakers. <img src="https://files.reallygoodemails.com/blogContentImages/4df134a8a5504a4c83f79471ce7a18f7"> <h2>The dos of online event emails</h2> <ul><li>Highlight event speakers – show people’s faces in the emails and link to information about their session or their background</li><li>Set up an email sequence leading up to the event</li><li>Ideally, you should start <a href="https://neilpatel.com/blog/10-best-ways-promote-event-online/" target="_blank">marketing 2 - 3 months before the event</a></li><li>If you’re short on time, focus on the most important details in the event email.</li></ul> <ul><li>In this case, less means more (don’t spam attendees’ inboxes – serve them the most critical information with the little time that you have)</li><li>What’s the time and date of the event?</li><li>Who are the speakers?</li><li>What’s the agenda?</li><li>How can people sign up?</li><li>Do people need to learn an online platform to attend?</li></ul> <ul><li>Follow up promptly after event with another sequence:</li><li>How to access event recordings</li><li>Next steps + how to stay connected with speakers and conference updates</li><li>Continue the conversation on the website, forum, or social media</li></ul> <a href="https://reallygoodemails.com/emails/the-conference-livestream" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/76c767b32fa14d449333e26671b0b8b3"></a><a href="https://reallygoodemails.com/emails/the-conference-livestream" target="_blank">https://reallygoodemails.com/emails/the-conference-livestream</a> <h2>The don’ts of online event emails</h2> <ul><li>Don’t cram everything in one email.</li><li>Space out the information in a series of emails OR tease some information in the email and lead your audience to your website or registration page with the full agenda.</li><li>Don’t forget to explain the “why.” What’s the job of the event? You have to demonstrate the value because time is valuable. Whether someone is listening on their lunch break, in the background during work, or on a day off, they want to know why they’re tuning in.</li><li>&nbsp;Don’t use a stock photo of someone behind a computer or a top-down shot of someone writing on a notepad. That kind of imagery doesn’t contribute to the value you’re trying to highlight.</li><li>Don’t forget about the follow-up! You spent a lot of time getting attendees in the door online, so, nurture that relationship.</li></ul> <h2>Really Good Event Email Collections</h2> Get inspired with these event email collections on our site: Kira's collection of event emails features bright and bold designs from companies like Bit Bash, Litmus, Emma, and Google. <a href="https://reallygoodemails.com/kiradunn/collections/wYOzPbfnrALLkuOtp4Gn" target="_blank">https://reallygoodemails.com/kiradunn/collections/wYOzPbfnrALLkuOtp4Gn</a> Jessie's event emails collection features designs from Apple, Sprout Social, and Mintel. <a href="https://reallygoodemails.com/jiexikalicious/collections/FbEFD32jFHbXdgtEGJub" target="_blank">https://reallygoodemails.com/jiexikalicious/collections/FbEFD32jFHbXdgtEGJub</a> Check out some of the emails featured in this article: <a href="https://reallygoodemails.com/kellylamano/collections/vPkYCRWoXh8MS402HCS1" target="_blank">https://reallygoodemails.com/kellylamano/collections/vPkYCRWoXh8MS402HCS1</a> <h2>How to market your next online event</h2> Keep your audience in mind when you’re sending event emails. Make it easy for them to understand the value of the event. Send them links with more information on the event agenda, how to get tickets, why they should spend their time – and money, if it’s a paid event – on the event, and how they can access recordings after the event. Build trust with your audience and nurture that relationship so they’ll come back to support your company, mission, and future events! Know of a really good event email? <a href="https://reallygoodemails.com/submit-email" target="_blank">Send it to us</a>!

Event emails are even more important since shifting in-person events to online formats. Show your audience why your event is worth their time and money. 📅💻

Craft Enticing Event Emails to Attract Registrations and Nurture Your Audience

Ecommerce emails are more than sales and product launches. When you have someone’s email, you have the ability to communicate your values and re-emphasize why people gave them your email. "One brand that comes to mind is Chubbies. I may only buy a couple pairs of shorts from them per year, but I continue to read their emails because they put in a lot of effort to create an email that will make me smile," <a href="https://reallygoodemails.com/mike" target="_blank">Mike Nelson</a> mentioned. "I often find myself reading their blog or other things they link to because I trust the brand. Not only do I deepen my loyalty to the brand, but the content they produce allows me to evangelize the company to my friends." “Don’t just sell a product but sell what it’s going to do for the person,” <a href="https://reallygoodemails.com/whale/" target="_blank">Matthew Smith</a> said. “I don’t want shoes. I wanna run. I don’t want to just put something on my feet. I have a job to do, and I want your tool to help me do that. The email should help me understand how it will help me do that.” Some common characteristics of a really good ecommerce email are:<ul><li>Easy to understand</li><li>Clean design</li><li>Clarifies product information</li><li>Smart product staging</li><li>Shows product in context with other products</li><li>Tells a story – sells what the product is going to do for the consumer</li></ul> <h2>Check out these 12 really good ecommerce emails!</h2> <h2>1) <a href="https://reallygoodemails.com/nike/" target="_blank">Nike</a></h2> <a href="https://reallygoodemails.com/emails/work-out-in-this" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/69ba1708798c44b18d6a0e9ffbfc41cf"></a> <a href="https://reallygoodemails.com/emails/work-out-in-this" target="_blank">https://reallygoodemails.com/emails/work-out-in-this</a> Nike is known for sending motivational emails and social media campaigns with athletes doing what they do best. This ecommerce email puts the spotlight on training, showing the products in action in three different training scenarios. The email does a great job of incorporating interactive elements, allowing the audience to hover over the plus signs to learn more about each item and shop. What makes this a really good email<ul><li>Interactive email</li><li>Shows the product in action</li><li>Different scenarios with the products</li><li>On-brand</li></ul> <h2>2) <a href="https://reallygoodemails.com/bose/" target="_blank">Bose</a></h2> <a href="https://reallygoodemails.com/emails/a-sneak-peek-at-our-rose-gold-future" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/a58ad246bbf847b9bedfb1cffebc4863"></a> <a href="https://reallygoodemails.com/emails/a-sneak-peek-at-our-rose-gold-future" target="_blank">https://reallygoodemails.com/emails/a-sneak-peek-at-our-rose-gold-future</a> I’m partial to this email because I love just about anything that’s rose gold...putting that style aside, this is a really good ecommerce email with live text inside the headphones, and two clear CTAs to pre-order the item. The verbiage remains upbeat, explaining how the product can help the audience level up their music and style, plus its capabilities with Amazon Alexa and Google Assistant. What makes this a really good email<ul><li>Fun image</li><li>Describes features</li><li>Short and to the point</li><li>Clear CTA</li></ul> <h2>3) <a href="https://reallygoodemails.com/google/" target="_blank">Google</a></h2> <a href="https://reallygoodemails.com/emails/introducing-pixel-4-the-new-nest-mini-and-more/" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/dd226c2a99bf4e9eadb8adc64805bf37"></a> <a href="https://reallygoodemails.com/emails/introducing-pixel-4-the-new-nest-mini-and-more/" target="_blank">https://reallygoodemails.com/emails/introducing-pixel-4-the-new-nest-mini-and-more/</a> Google always makes its releases fun and interactive online (remember how Google <a href="https://www.theverge.com/2020/7/30/21348360/google-pixel-4a-release-date-teaser-announcement" target="_blank">teased the Pixel 4A</a>?). This email is full of the company’s colors and branding, different products, and all-around fun in a “family photo.” The design seamlessly explains each <a href="https://youtu.be/VQtT-8rTJ78" target="_blank">Google</a> product, the benefits, and why these products are a step up from the rest. What makes this a really good email<ul><li>On-brand:</li><li>Creative product staging</li><li>Explains the value of each product</li><li>Clear CTAs</li><li>Fun design</li></ul> <h2>4) <a href="https://reallygoodemails.com/baggu/" target="_blank">Baggu</a></h2> <a href="https://reallygoodemails.com/emails/groovy-new-bags" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/6f0e76d1ec1a4f4e99c0308b8da87763"></a><a href="https://reallygoodemails.com/emails/groovy-new-bags" target="_blank">https://reallygoodemails.com/emails/groovy-new-bags</a> Baggu’s groovy product announcement transports its audience to the 60’s with the design fonts, florals, and prints. The email shows people carrying the bags (and apple pouch!), as well as the bags in a flat lay so the audience can get a good idea of the different prints, sizes, and uses. What makes this a really good email<ul><li>On-brand</li><li>Product staging</li><li>Clear CTAs</li><li>Showcases different versions of the product</li></ul> <h2>5) <a href="https://reallygoodemails.com/lululemon/" target="_blank">Lululemon</a></h2> <a href="https://reallygoodemails.com/emails/in-this-together-wherever-you-are" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/dd8799a9825a4110b09a10fb85c114e9"></a> <a href="https://reallygoodemails.com/emails/in-this-together-wherever-you-are" target="_blank">https://reallygoodemails.com/emails/in-this-together-wherever-you-are</a> Lululemon showcases different ways to interact with their brand even outside of browsing their activewear. They highlight options to stay active at home through their different social media platforms and the value of each one. Instead of adding a simple “follow us” button, <a href="https://youtu.be/ORzaxVWV3f4" target="_blank">Lululemon</a> explains what people can find in the company’s online hub, Instagram sessions, and Facebook Group to bring virtual workouts and resources to their audience. What makes this a really good email<ul><li>Clear CTAs</li><li>Puns</li><li>Shows different aspects of the product</li><li>Provides value on different social platforms</li></ul> <h2>6) <a href="https://reallygoodemails.com/pulp-and-press/" target="_blank">Pulp &amp; Press</a></h2> <a href="https://reallygoodemails.com/emails/15-off-any-2-cleanses-ends-soon-lovebirds-/" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/f0be2fa7b5a34b5fb4b594175174d029"></a> <a href="https://reallygoodemails.com/emails/15-off-any-2-cleanses-ends-soon-lovebirds-/" target="_blank">https://reallygoodemails.com/emails/15-off-any-2-cleanses-ends-soon-lovebirds-/</a> This Valentine’s Day ecommerce email keeps the theme consistent tying in red and pink throughout the design. Even the promo code sticks with the theme (“BETTERTOGETHER”). Pulp &amp; Press reassures their audience that they can get their sugar fix while reaping the benefits of recommended nutrients. What makes this a really good email<ul><li>Fun product staging</li><li>Clearly explains what the product is</li><li>Color coordination</li><li>Promo code related to holiday</li><li>Clear CTA</li></ul> <h2>7) <a href="https://reallygoodemails.com/slowdown-studio/" target="_blank">Slowdown Studio</a></h2> <a href="https://reallygoodemails.com/emails/new-blankets/" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/e553c5f07d4e4e0dace7e5298918df88"></a> <a href="https://reallygoodemails.com/emails/new-blankets/" target="_blank">https://reallygoodemails.com/emails/new-blankets/</a> Slowdown Studio gets creative by showcasing their woven blanket on a wall. The image draws in the audience so they can immediately picture the blanket in their own home. This email describes how the blankets are made, as well as highlighting a variety of blanket patterns to choose from. What makes this a really good email<ul><li>Great product staging</li><li>Shows blanket hanging up and in a flat lay</li><li>Clear CTAs</li><li>Clear product descriptions and pricing</li></ul> <h2>8) <a href="https://reallygoodemails.com/fleur-bee/" target="_blank">Fleur &amp; Bee</a></h2> <a href="https://reallygoodemails.com/emails/our-gift-to-you/" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/3c70acabc4014412bbad84d1c61a1d75"></a> <a href="https://reallygoodemails.com/emails/our-gift-to-you/" target="_blank">https://reallygoodemails.com/emails/our-gift-to-you/</a> This email encourages the audience to take care of themselves and explains how their face cream can help. It highlights all the benefits of using this product – free of toxins, cruelty-free brand, and a portion of the proceeds go to charity. The email also shows the company’s “family tree” with additional skincare products to guide the audience through more options. What makes this a really good email<ul><li>On-brand</li><li>Promo code</li><li>Clear CTA</li><li>Nice product staging</li><li>Describes product benefits</li><li>Includes additional products that complement the main product</li></ul> <h2>9) <a href="https://reallygoodemails.com/grayers/" target="_blank">Grayers</a></h2> <a href="https://reallygoodemails.com/emails/brand-new-flannel-line-up/" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/96b6cf405d154de5a18cf128ab3ba90d"></a> <a href="https://reallygoodemails.com/emails/brand-new-flannel-line-up/" target="_blank">https://reallygoodemails.com/emails/brand-new-flannel-line-up/</a> This ecommerce email lets subscribers know right off the bat they’re seriously missing out if they’re not already wearing these high-quality flannels. The email goes on to showcase a good mix of flat lay photos with a variety of prints, styles, and colors, as well as other products that people can pair with the flannels. What makes this a really good email<ul><li>Interesting layout</li><li>Clear CTAs</li><li>Describes the value of the product</li><li>Good product staging</li><li>Shows variety of styles and colors</li></ul> <h2>10) <a href="https://reallygoodemails.com/white-horse-wine/" target="_blank">White Horse Wine</a></h2> <a href="https://reallygoodemails.com/emails/weve-got-your-pizza-night-essentials/" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/eb9e7523904b44829f230d60c8a1adea"></a> <a href="https://reallygoodemails.com/emails/weve-got-your-pizza-night-essentials/" target="_blank">https://reallygoodemails.com/emails/weve-got-your-pizza-night-essentials/</a> Businesses have shifted their marketing tremendously during the pandemic, and White Horse Wine is no exception. They created a pickup option, and this email makes it easy for people craving a DIY pizza night paired with some other essentials.What makes this a really good email<ul><li>Subject line emoji</li><li>Clear CTA</li><li>Clever product staging</li><li>Use of white background and making a pizza</li><li>Shows what products can be paired with each other</li></ul> <h2>11) <a href="https://reallygoodemails.com/tracksmith" target="_blank">Tracksmith</a></h2> <a href="https://reallygoodemails.com/emails/how-we-remastered-the-sweatsuit" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/7f2a337fe01f48b298921dcc96afb5f0"></a> <a href="https://reallygoodemails.com/emails/how-we-remastered-the-sweatsuit" target="_blank">https://reallygoodemails.com/emails/how-we-remastered-the-sweatsuit</a> This creative ecommerce email shares how the company put their own spin on the original sweatshirt, going into detail about how the items are made and how <a href="https://youtu.be/5wWEknjgsus" target="_blank">Tracksmith</a> “remastered the sweatsuit.” Highlighting the Culture Club toward the bottom of the email also encourages the audience to stay engaged and continue the conversation on social media. What makes this a really good email<ul><li>Tells a story</li><li>Clear CTA</li><li>Describes product and materials</li><li>Product staging in different scenarios, in use and in a flat lay</li></ul> <h2>12) <a href="https://reallygoodemails.com/firebox/" target="_blank">Firebox</a></h2> <a href="https://reallygoodemails.com/emails/gotta-catch-em-all/" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/76f8d05597ae44fea5786d6987afefc9"></a> <a href="https://reallygoodemails.com/emails/gotta-catch-em-all/" target="_blank">https://reallygoodemails.com/emails/gotta-catch-em-all/</a> This email is bright, fun, and creative for tech-enthusiasts (and Pokémon trainers). The design theme remains consistent by showcasing each charger in a Poké Ball, explaining the features and pricing, and wrapping up the email with Pikachu’s tail. What makes this a really good email<ul><li>Creative design</li><li>On-brand</li><li>Showcases different products</li><li>Clear descriptions and pricing information</li><li>Clear CTAs</li></ul> <h2>Really Good Ecommerce Email Collections</h2> When you love emails, you create collections! Here are some really good ecommerce email collections: Adam’s ecommerce collection highlights a combination of promos, offer codes, and sales emails with brands like Adidas, Uniqlo, and Casper. <a href="https://reallygoodemails.com/adamb246/collections/iulw6YLkggdTluWD2JWV/" target="_blank">https://reallygoodemails.com/adamb246/collections/iulw6YLkggdTluWD2JWV/</a> Yuyan’s ecommerce email collection focuses on the stories behind the products, including emails from Food52, Vita Home, and Good Eggs. <a href="https://reallygoodemails.com/b2signyuyan/collections/onrkNLoG7AbIumu0zFAD/" target="_blank">https://reallygoodemails.com/b2signyuyan/collections/onrkNLoG7AbIumu0zFAD/</a> This email collection is filled with ecommerce emails centered around clothing, furniture, phones, and more goodness from companies like The North Face, Beardbrand, and Apple. <a href="https://reallygoodemails.com/studiocubey/collections/uzkJNsWtvozjxhB4NWyh/" target="_blank">https://reallygoodemails.com/studiocubey/collections/uzkJNsWtvozjxhB4NWyh/</a> Check out the ecommerce emails featured in this article (and more!). <a href="https://reallygoodemails.com/kellylamano/collections/6bdA8V5fN7SbhFM9oJjf/" target="_blank">https://reallygoodemails.com/kellylamano/collections/6bdA8V5fN7SbhFM9oJjf/</a> <h2>Sharing Really Good Ecommerce Emails</h2> Gain the trust of your <a href="https://reallygoodemails.com/school/how-the-hell-do-you-get-and-keep-email-subscribers-with-jason-rodriguez" target="_blank">subscribers</a>, tell a story with your products, and keep your ecommerce emails fresh with interesting product staging. Make it easy for your audience to understand the solution you’re providing them with, and create a personalized experience for them. “You wanna meet the person where they’re at. Why did they sign up for your emails in the first place? Get them to that information faster and with real clarity,” Matthew mentioned. Love an ecommerce email that’s not on the list? <a href="https://reallygoodemails.com/submit-email/" target="_blank">Send us your email!</a>

The best ecommerce emails don’t sell a product, they provide a solution. Engage your audience with creative product staging, personalization, and storytelling. 🛒

12 Ecommerce Emails to Level Up Your Product Promotion

How many emails should I send customers the first 30 days after they register? What are your open rates like? What about retention, activations, or even payments? How do I know if I’m sending too many emails? <a href="https://www.youtube.com/embed/W09dbyjEuAY" target="_blank">https://www.youtube.com/embed/W09dbyjEuAY</a> These questions are common and understandable. But, in my opinion, they are misguided, too granular, and missing the greater point. As an email strategist, when I get specific questions like these, I push clients to take a step back. In other words, what is the purpose of your email program in the first place and how can you effectively partner (yes, partner) with your customers to come to win-win scenarios.&nbsp;The truth is that a lot of context and critical thinking is needed to decide how to onboard new customer segments as well as how to keep a meaningful relationship with them on an ongoing basis. It’s true that you want to avoid being over-aggressive with your customers but not enough people talk about the opposite issue, which is not being aggressive enough in helping your customers realize the full potential of why they signed up for your product or service in the first place. <hr>So, if it takes a ton of critical thinking and context to nail your email messaging cadence, then what is a good framework for coming up with an intuitive MVP so that you are starting in the right ballpark? <hr>I recently conducted a brainstorm with a startup group in Asheville, NC that is in its infancy and had two, not just one, target audiences that needed very different email strategies. What started out as a discovery meeting where I was asking lots of questions and even ‘winging-it’ from a solutions standpoint luckily turned into a framework that I believe is company and industry agnostic and can help many of you when considering onboarding and ongoing cadence. Before I share my framework idea, let’s cover some definitions. Cadence vs Frequency For whatever reason, the nuances between these two terms have tripped me up in the past. Therefore, I decided to grab some concise definitions from a third party. Here taken directly from<a href="https://fulcrumtech.net/resources/cadence-is-key-to-email-marketing-campaign-success/" target="_blank"> Fulcrumtech.net.</a> Whereas frequency is the number of emails sent in a given period of time, cadence encompasses the timing and pattern of emails sent. For example, cadence includes how many emails are sent and the amount of time between each of the emails, as well as the email content and the audience receiving the emails. In other words, frequency is a more narrow definition and is better discussed for email tactics around a specific time frame. And cadence is more holistic. You could use either to inform most discussions around email programs and especially things like 30-day onboarding. Regardless, I’d recommend first looking at things from an even higher level. A Simple Framework to Use for Determining a Scalable Cadence As is with most great frameworks, simplicity can be an asset. And with that in mind, here are my recommendations for deciding on cadence strategies for your audiences: 1) Define your highest-level parent segment(s)<ul><li>For many companies, this could be just one to two personas.</li><li>For example, with Grammarly’s MVP Freemium onboarding back in 2014 we had several child segments and side tracks but the highest level consisted of just two parent segments — ‘free’ and ‘premium’</li></ul>2) For each segment, create two columns to list and rank the actions you most desire these segments to do. This will be your ‘impact rank’.<ul><li>I recommend a simple ranking of 1–5 with 1 being the highest</li></ul>3) Now add a third column to rank the ‘tolerance’ level you perceive those users to have for getting requests to make those actions with 1 being very tolerant and 5 being very intolerant. This will be your ‘tolerance rank’. Coming up with the actions (i.e. business metrics) your company desires most should be rather easy. Doing the same exercise around ‘tolerance’ should be a little more difficult. In this case, you need to use your empathy and put yourself in the customer’s position. <hr>Now, to illustrate the framework further, here’s a simple snapshot of what this exercise could yield like for Airbnb. NOTE: I did this just for fun and did not consult with anyone at Airbnb to come up with the strategy. Parent Segments:A: HostsB. People Searching for a Place to Stay Table for Hosts:<img src="https://files.reallygoodemails.com/blogContentImages/8de1db91e76a4b65900f71569b35bca4"> Table for Prospective Guests<img src="https://files.reallygoodemails.com/blogContentImages/01b027f75a6a4c1caa579ed255a0fda8"> Explaining My TablesThe first thing you probably noticed for the ‘Hosts’ table is that the impact and tolerance ranks are matching up. I did this to make a point that, in general, I see hosts and Airbnb as sharing the same business goals. They are essential partners, given the rev-share model. If the hosts win, Airbnb wins. And so when Airbnb starts nudging a host to complete or improve their profile, it should be quite easy to justify a fairly aggressive cadence of emails both for the marketer and for the recipients. Things like ‘Improve Your Profile to Land Your First Guests’ should be palatable to receive. Even several times as long as the tactic and subject line changes each time. However, for prospective guests, you have a different ball-game. You are going to have so many different child segments that sign up and are only passively looking and may end up booking their next trip using another service. And just because they don’t use Airbnb this time doesn’t mean they couldn’t be a customer in the future — as long as you don’t piss them off.That’s why for this parent segment I have lower levels of tolerance and you need to take a less aggressive strategy. If you are not realistic and focus on a long-term strategy then you could create a relationship that feels too desperate and gets them to unsubscribe. For example, just because I registered doesn’t mean I want to create a wish list or book a stay. I’m just in my research stage. And just because I had a successful stay does not mean I want to leave a review. I may not see the value in that or may have had a mediocre experience and don’t feel like being honest because I knew what I was getting into already. Additionally, if I’ve already used your service then I may be more tolerant to an ongoing relationship and using Airbnb again — especially if it was a positive experience. I put the tolerance # as 2 for booking a subsequent stay — meaning you could more confidently check in with this person and keep them updated on new features, specials, etc. You can also track browse and save criteria to inform your follow-up tactics. I could go on, but you probably get the point already. The above model is not going to tell you exactly how many emails to send or what tactics to use. But it can give you confidence on how aggressive you can be for dedicated emails around certain actions. And, for me, that’s a great place to start.

You need to think strategically and empathetically when deciding how often to email your customers.

Context > Cadence

Data-driven email marketing begins with a reliable CRM system. But when it comes to how a CRM is built, customized, and maintained, marketers often don’t know what to ask for. This workshop is designed to teach email marketers and data-driven marketers how to navigate CRM systems so that they can have access to the data they need to successfully segment, trigger, and personalize their email campaigns. You’ll learn how to:· Understand CRM fields in terms of their purpose and your marketing goals· Ask for integrations to make CRM the single source of truth· Use CRM data to trigger automated marketing campaigns· Easily prove the ROI of marketing campaigns Who should come?Email marketers, data-driven marketers, B2B marketers Who should maybe skip this one?Designers, copywriters, email newbies Natalie Jackson is the Marketing Director for the emfluence Marketing Platform and for emfluence's Digital Marketing. She has nearly a decade of experience in B2B marketing and in digital marketing, including more than eight years of geeking out over all things email and marketing automation strategy. Natalie has spoken on email marketing, CRM strategy, and content marketing for storytellers at Digital Summit Kansas City and Digital Summit At Home, Microsoft Dynamics CRMUG Summit, emfluence’s And Then Some Conference, and for countless local marketing organizations. *All classes are recorded and will be sent out to all registrants for those that can't attend live and/or want to rewatch over and over again (who wouldn't?!) **By joining us for this class, you’ll also get free newsletters from Really Good Emails and Emfluence (if you aren't already). You can unsubscribe from either or both at any time.

For data-driven marketers to learn how to navigate CRM systems in order to successfully segment, trigger, and personalize campaigns.

The 7 Things That Belong on Every Email Marketer’s CRM Wish List

When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn’t know was possible. Now it’s on all brands to live up to these high standards. Though challenging, there’s hope—83% of consumers will share their data in return for more personalized experiences. This where Iterable can help! In this class, experts from the Iterable team will reveal how to achieve advanced cross-channel personalization by building individualized recommendations and dynamic content based on product metadata. You’ll learn how to:<ul><li>Sort and filter dynamic content groupings using multi-attribute criteria</li><li>Create localized recommendations, like “5-star restaurants, in my price range, near me”</li><li>Use Iterable Catalog to build personalized content collections and automate messages in real time</li></ul> Who should come?B2C marketers that focus on customer lifecycle / retention / CRM Email, mobile and cross-channel strategists Verticals: retail/e-commerce, subscription services, media &amp; entertainment, food &amp; beverage, travel, consumer tech Enterprise businesses looking to replace a legacy marketing cloud People looking to see what Iterable is capable of Who should maybe skip this one?B2B marketers, Small businesses, Marketers in highly regulated industries (healthcare, finance, etc.), developers and designers who strictly write code and design from scratch Note:This class is part 3 in a 3-part series. While you're encouraged to attend all 3 classes, each class stands well on its own. Choose 1, 2, or all 3! Alyssa Jarrett is Head of Brand &amp; Content at Iterable, where she specializes in creating data-driven content to educate growth marketers on how to develop world-class customer engagement. She has previously served in marketing roles for companies in SaaS and big data, including Ripple, Objectivity, Splice Machine, and Cray. Katie Barends is a New Jersey native turned California girl now living in Denver (with a few years in Florida along the way). Katie got her start in journalism, focusing on communicating and storytelling in every interaction. She has a knack for strategic conversations and helping others realize and achieve their goals. She's been in the tech world for the last 5 years working with Fortune 100 and C-Suite decision-makers across all industries. In that time, Katie has held a variety of roles in solutions consulting, sales coaching, and product and customer marketing to support both not only customers and prospects but also internal partners. *All classes are recorded and will be sent out to all registrants for those that can't attend live and/or want to rewatch over and over again (who wouldn't?!) **By joining us for this class, you’ll also get free newsletters from Really Good Emails and Iterable(if you aren't already). You can unsubscribe from either or both at any time.

In part 3 of this 3-part series, you'll learn advanced personalization using product metadata.

Metadata: A 3-Step Plan to Cross-Channel Personalization (3 of 3)

Email campaigns are an exercise in relationship building. When done right, a well-mapped email program can bring in more sales and help you transform your existing client base into a community. But building a successful email strategy isn’t just selling things—by applying analytics to your customer journey, you can gather valuable intelligence about your prospect and customer base that can help you transform how clients experience your brand.In this class, we’ll talk about how to build targeted email campaigns for every step of the customer journey, with hands-on tips for deciding who to nurture, when to nurture them, what to say in your messaging, and how to measure email success. You’ll learn how to:· Map your email strategy to your customer journey· Grow beyond sales-oriented emails and into relationship nurtures· Use CRM data to determine who should receive which emails and when Who should come?Email marketers, data-driven marketers, client success teams Who should maybe skip this one?Designers, coders Natalie Jackson is the Marketing Director for the emfluence Marketing Platform and for emfluence's Digital Marketing. She has nearly a decade of experience in B2B marketing and in digital marketing, including more than eight years of geeking out over all things email and marketing automation strategy. Natalie has spoken on email marketing, CRM strategy, and content marketing for storytellers at Digital Summit Kansas City and Digital Summit At Home, Microsoft Dynamics CRMUG Summit, emfluence’s And Then Some Conference, and for countless local marketing organizations. *All classes are recorded and will be sent out to all registrants for those that can't attend live and/or want to rewatch over and over again (who wouldn't?!) **By joining us for this class, you’ll also get free newsletters from Really Good Emails and Emfluence (if you aren't already). You can unsubscribe from either or both at any time.

Building a successful email strategy isn’t just selling things—you have the power to transform how clients experience your brand.

Building Better Relationships with Email

B2B email doesn’t have to be boring. In this workshop, we’ll talk about how to jazz up your B2B email strategy and better leverage your CRM data to improve your recipient relationships. We’ll take lessons from B2C email strategies and discuss how they can be applied to B2B relationships, see what B2B marketers can learn from ecommerce email, and open up the possibilities of B2B email beyond the standard newsletter. You’ll learn how to:· Explore new ways to use email as a B2B relationship tool· Experiment with fresh email designs, strategies, and messaging for the B2B inbox· Work within the Outlook inbox Who should come?Email marketers, data-driven marketers, B2B marketers Who should maybe skip this one?B2C email marketers Natalie Jackson is the Marketing Director for the emfluence Marketing Platform and for emfluence's Digital Marketing. She has nearly a decade of experience in B2B marketing and in digital marketing, including more than eight years of geeking out over all things email and marketing automation strategy. Natalie has spoken on email marketing, CRM strategy, and content marketing for storytellers at Digital Summit Kansas City and Digital Summit At Home, Microsoft Dynamics CRMUG Summit, emfluence’s And Then Some Conference, and for countless local marketing organizations. *All classes are recorded and will be sent out to all registrants for those that can't attend live and/or want to rewatch over and over again (who wouldn't?!) **By joining us for this class, you’ll also get free newsletters from Really Good Emails and Emfluence (if you aren't already). You can unsubscribe from either or both at any time.

B2B email doesn’t have to be boring. It's time to open up the possibilities of B2B email beyond the standard newsletter.

The B2B Marketer’s Guide to Better Email

When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn’t know was possible. Now it’s on all brands to live up to these high standards. Though challenging, there’s hope—83% of consumers will share their data in return for more personalized experiences. This is where Iterable can help! In this class, experts from the Iterable team will dive deep into all things data feeds between your ESP and outside sources. By mastering data feeds, you’ll be able to send time-sensitive content at the perfect moment for each customer. You’ll learn how to:<ul><li>Use data feeds to personalize campaigns, like active offers and blog newsletters</li><li>Differentiate public and managed data feeds and how to leverage them</li><li>Create individualized email templates using Iterable’s handlebars logic</li></ul> Who should come?B2C marketers that focus on customer lifecycle / retention / CRMEmail, mobile and cross-channel strategistsVerticals: retail/e-commerce, subscription services, media &amp; entertainment, food &amp; beverage, travel, consumer techEnterprise businesses looking to replace a legacy marketing cloudPeople looking to see what Iterable is capable of Who should maybe skip this one?B2B marketers, Small businesses, Marketers in highly regulated industries (healthcare, finance, etc.), developers and designers who strictly write code and design from scratch Note:This class is part 2 in a 3-part series. While you're encouraged to attend all 3 classes, each class stands well on its own. Choose 1, 2, or all 3! Alyssa Jarrett is Head of Brand &amp; Content at Iterable, where she specializes in creating data-driven content to educate growth marketers on how to develop world-class customer engagement. She has previously served in marketing roles for companies in SaaS and big data, including Ripple, Objectivity, Splice Machine, and Cray. Katie Barends is a New Jersey native turned California girl now living in Denver (with a few years in Florida along the way). Katie got her start in journalism, focusing on communicating and storytelling in every interaction. She has a knack for strategic conversations and helping others realize and achieve their goals. She's been in the tech world for the last 5 years working with Fortune 100 and C-Suite decision-makers across all industries. In that time, Katie has held a variety of roles in solutions consulting, sales coaching, and product and customer marketing to support both not only customers and prospects but also internal partners. *All classes are recorded and will be sent out to all registrants for those that can't attend live and/or want to rewatch over and over again (who wouldn't?!) **By joining us for this class, you’ll also get free newsletters from Really Good Emails and Iterable(if you aren't already). You can unsubscribe from either or both at any time.

In part 2 of this 3-part series, you'll learn intermediate personalization using data feeds and other 3rd-party integrations.

Data Feeds: A 3-Step Plan to Cross-Channel Personalization (2 of 3)

When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn’t know was possible. Now it’s on all brands to live up to these high standards. Though challenging, there’s hope—83% of consumers will share their data in return for more personalized experiences.In this class, experts from the Iterable team will cover the basics of how to user profile and event data to create personalized email and cross-channel messaging that supports a best-in-class customer experience. You’ll learn how to:<ul><li>Create custom events for lifecycle milestones, like downloading an app or visiting a high-intent webpage</li><li>Build the perfect email template that incorporates hyper-specific user profile data</li><li>Launch a foolproof campaign that delivers individualized customer messaging</li></ul> Who should come?B2C marketers that focus on customer lifecycle / retention / CRM Email, mobile and cross-channel strategists Verticals: retail/e-commerce, subscription services, media &amp; entertainment, food &amp; beverage, travel, consumer tech Enterprise businesses looking to replace a legacy marketing cloud People looking to see what Iterable is capable of Who should maybe skip this one?B2B marketers, Small businesses, Marketers in highly regulated industries (healthcare, finance, etc.), developers and designers who strictly write code and design from scratch Note:This class is part 1 in a 3-part series. While you're encouraged to attend all 3 classes, each class stands well on its own. Choose 1, 2, or all 3! Alyssa Jarrett is Head of Brand &amp; Content at Iterable, where she specializes in creating data-driven content to educate growth marketers on how to develop world-class customer engagement. She has previously served in marketing roles for companies in SaaS and big data, including Ripple, Objectivity, Splice Machine, and Cray. Katie Barends is a New Jersey native turned California girl now living in Denver (with a few years in Florida along the way). Katie got her start in journalism, focusing on communicating and storytelling in every interaction. She has a knack for strategic conversations and helping others realize and achieve their goals. She's been in the tech world for the last 5 years working with Fortune 100 and C-Suite decision-makers across all industries. In that time, Katie has held a variety of roles in solutions consulting, sales coaching, and product and customer marketing to support both not only customers and prospects but also internal partners. *All classes are recorded and will be sent out to all registrants for those that can't attend live and/or want to rewatch over and over again (who wouldn't?!) **By joining us for this class, you’ll also get free newsletters from Really Good Emails and Iterable(if you aren't already). You can unsubscribe from either or both at any time.

In part 1 of this 3-part series, you'll learn basic personalization using user profile and demographic data!

User & Event Data: A 3-Step Plan to Cross-Channel Personalization (1 of 3)

This FF episode was sponsored by <a href="https://more.emfluence.com/really-good-emails" target="_blank">emfluence</a>. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform. Matthew Smith: Hey, it's another Feedback Friday, Matt Helbig. How are you doing, buddy?&nbsp; Matt Helbig: I'm doing great, Matthew Smith. I'm excited to look at some of these <a href="https://reallygoodemails.com/ritual" target="_blank">Ritual</a> emails.&nbsp; <a href="https://www.youtube.com/embed/QdyovP2Edfs" target="_blank">https://www.youtube.com/embed/QdyovP2Edfs</a> Matthew Smith: It's another time of taking a brand and unlocking their email mysteries.I think you or maybe one of their designers started submitting some Ritual emails recently. And I was thinking, Ooh, what's this pretty little thing—been enjoying it. It's mostly images, not a big fan of that, but they've done it pretty well in this example if you're going to do it.&nbsp; <img src="https://files.reallygoodemails.com/blogContentImages/db0064a8112446cb92fa06c1957d7800"><a href="https://reallygoodemails.com/emails/transparency-is-kind-of-our-thing" target="_blank">https://reallygoodemails.com/emails/transparency-is-kind-of-our-thing</a> No BS. Well, what does that mean? Okay. So transparency is a big deal to them. So let's talk about it. Five stars, five stars, five stars, five stars from these different people talking about what they love. So social proof, but really like an email dedicated to social proof. I don't see that very often, and I think it's pretty impressive. Show me more so I can go and see more about their social proof. See what that's all about. My favorite. I love it when people do this. Don't tell me you're on social. Show me on social. Show me why it matters to follow you on social, right? Like, look at this sick stuff. So they're doing it. I'm not sure what tool they're using. There's a couple that can do that.&nbsp; Or if they're grabbing some recent images. That's how some people do it as well, but they're doing it, and I think that's powerful. This generally is what you'd call the footer. We talked about Readymag's footer last week, and I had this like a little crush on it. This is another excellent footer. What the heck. Two weeks in a row, man. I'm super psyched. Matt Helbig: Having this dedicated customer satisfaction, customer happiness, social proof email is a brilliant idea. They're not even really showing product shots in this, which is interesting. Maybe that is an opportunity for them. I'm not sure. I think the paired down text first. Showing different stars, talking about products. I guess sometimes I sort of glance over these just because, of course, they're going to include the best of the best talking about their product, but I still think it helps build that brand relationship and brand trust by showing stuff like this. Matthew Smith: We did <a href="https://youtu.be/4cH5kz-lHJI" target="_blank">an episode</a> with my friends at Biddyco, and we were talking about <a href="https://reallygoodemails.com/supergoop" target="_blank">Supergoop</a>, which is a product that is like a sunscreen and what they were doing is they were showing somebody, shot on an iPhone, not a studio shot using the product and then talking about it, like a testimonial talking about it, and that went even further. So it wasn't just a bottle of the product. It was showing somebody using it, and that made a nice connection. And then the other thing that I've seen people do here is. Chose it because I'm sick of not knowing and ready to fuel myself with the best or something. Right. Highlight that somehow, call it out, make it bold, put a highlighter yellow behind it, or something like that. That's another way of going the extra step.&nbsp; When I see all five stars, sometimes I wonder if, like you're saying, that feels like a little bit too much. They almost don't feel real. That's a challenging one. That's going to need some testing. Yeah. So I think the social proof is an interesting one. I am seeing Jill P. Okay. How do I know that these are real? How do I validate those? Sometimes adding like a location can help with that a little bit. Interesting challenges. Overall, I'm impressed with this email.&nbsp; Let's go on to the next one. They're digging in a little bit. What's on your plate? All right. Okay, multivitamins, but this is food, so what's this about? So they dig in a little bit about what they're intending and why their brand is so focused on transparency, clarity, good food, things like that within their multivitamins. One thing to note here is they're using centered text here. Now, generally speaking, this is a big no-no. It's hard to read. <img src="https://files.reallygoodemails.com/blogContentImages/7d717dfdec814289b294924e7df95f36"><a href="https://reallygoodemails.com/emails/whats-on-your-plate" target="_blank">https://reallygoodemails.com/emails/whats-on-your-plate</a> Now that said, one of the reasons it barely works here is because that's all that's going on. It's very large text. The text has enough line-height or letting, and it's just very simple. There's a brand called <a href="https://reallygoodemails.com/tracksmith" target="_blank">Tracksmith</a> that <a href="https://youtu.be/5wWEknjgsus" target="_blank">we've done</a>. They do this occasionally, and it works. Just be real careful with it. Technically speaking, you really shouldn't get over about three lines of centered text in terms of graphical rules, whatever those are. There's no typography police. I've applied. I'd like to become one. They haven't admitted me yet, but in the meantime, it's just something to keep an eye out on.&nbsp; As you look down through these articles, they're doing a good job. This is a better use of centered text. Notice here that they're using live text within something where they're pulling in probably something either live or maybe where they're split testing some text or more of an article, so I'm glad to see that. I like these big, clear CTAs, yellow being that real clear primary for them. And then some additional articles here done a little bit smaller. I think that's working pretty well. They're using this as their little CTA. If it were me, I'd put some yellow underline, or if this is your CTA and you're doing both here, why? Is that necessary? Find out in your testing. Now here, you've got the blue underlined text. It's a prominent CTA. So at least there's that. I often think if there's a way to connect your different CTAs, I think that might be blue in there. So that probably is partly helpful. And then they get down into their products. And this is like an overview that they're doing here with three. It's a little bit out of alignment, something a little bit challenging there to fix. I like how they handled it over here on mobile, even better actually. I think that's the one that works well. And these articles are stacked well. One of the things that I think they'd get, right, that many people don't is there's enough padding below the one before and above the next one, that this feels like its own little lockup. Whereas many brands, the space ends up feeling like I don't know where the CTA belongs to what image and things like that. I think they've done an excellent job and man super consistent. The footer isn't quite as happy as the last one, but it's real simple. So I like that. But what about you, man? Do you think this is working? Matt Helbig: I'm starting to think that like a cheat code for Really Good Emails is just to add rounded corners on your images or something. We love that. I think this is one of those where they have focused a lot of time on that mobile view. I'm going to guess just based on their branding and their audience, that maybe that is where they get the majority of their opens. Using that full width, it feels on-brand. Using those brand colors throughout this entire email and all feels very Ritual style. And then desktop, I think it is a little, like you said, lacking maybe. The alignment might be a little off, and I think it still works like the email is somewhat usable. You can click out and things like that, but the hierarchy feels a little different to me. I think that the mobile view is where it shines. They always try new and exciting stuff with their images and photography and layout. So this is a brand follow, and you can see more examples on our site of some newer emails that they've been sending out that are taking risks on layout and trying out some new stuff. So it's cool to see. Matthew Smith: As always, you can find the transcribed episode and more examples on our site's <a href="https://reallygoodemails.com/school/feedback-friday" target="_blank">Feedback Friday</a> part. Thanks for following along. <a href="https://www.youtube.com/reallygoodemails?sub_confirmation=1" target="_blank">Subscribe</a>, tell your family and friends. We will see you next Friday, Email Geeks. Matt Helbig: See ya. Peace. Matthew Smith: Peace.

Ritual is a no-B.S. vitamin company that makes multivitamins with clean ingredients, backed by science.

Finding clarity and building brand trust with Ritual

Matthew Smith: Hey, it's Feedback Friday, everybody. Welcome. We're going to talk about <a href="https://reallygoodemails.com/readymag" target="_blank">Readymag</a> today, where we're digging into brands and their emails here on Feedback Friday. Hey Matt Helbig, what's up, man? Matt Helbig: What's up, Matthew Smith? Welcome back to another Feedback Friday episode. We are long time fans of the Readymag brand, so I'm excited to walk through some of these emails.&nbsp; <a href="https://www.youtube.com/embed/KZHfmRHHXNg" target="_blank">https://www.youtube.com/embed/KZHfmRHHXNg</a> Matthew Smith: I think I've been getting Readymag stuff for years in different forms.&nbsp;I'm just super impressed with what we're landing on here. I believe you found these, and I'm psyched you did. This enormous, beautiful live text. Cool, like fun, use of this sort of old school emoji. <img src="https://files.reallygoodemails.com/blogContentImages/3aeae1b331604216b247cf38f95826c9"> I think these varieties are emoticons when it's more than just ASCII art. It's almost entirely black, and they're using that to create something super interesting. The "Apply" button is just really clear. They're using giant bullets here to talk about specific things down the way, which I find interesting. I'm just really impressed. The visuals make sense. They're clear and focused and exciting, but it's so simple. You know how I feel about design golf. They've just really trimmed this up. If you're going to be a design magazine, if you're going to think about design in your brand, if you're going to care about the things that Readymag does, you've got to freaking own your emails. They can't be shitty.&nbsp; I think they've done that here, and I'm pretty impressed with how they're using such minimal color. Look at that tight little footer. Last week, we talked about how the footer seemed like the dirty rest, like the milk after the cereal has been eaten. This feels like fresh cereal right here. Do you want to eat that up? Delicious.&nbsp; Matt Helbig: I feel like this one, I can like feel the grid. Everything is sitting nice, and everything's aligned. The mobile and desktop styles feel pretty right to me. It's a well-coded thought out email. Everything seems to have its place and stood out to me in the inbox. Something a bit different. This is an excellent use of a simplistic pared-down email to me. I feel like what Readymag left out is shining through&nbsp; Matthew Smith: These are exciting changes that they made to mobile, where they did June 8, 2020, over here, inspiration, which is here, and then they drop newsletter. Many people would jam everything in, but hiding specific elements is okay as well. Speaking of hiding, I am not like a hundred percent on these giant bullets centered. I feel like they work incredibly well in this version. When you have a bullet that hangs off the edge, you call that hanging punctuation, and it works so well here and then not so well here. Why not just mimic some of what you've got going on here and have a slightly less wide mobile email or maybe pull the bullet left and put it over here. I don't know. Centered doesn't feel quite right to me, but everybody's got a subjective opinion. That's mine. So should we switch over to the next one? Matt Helbig: Yeah.&nbsp; Matthew Smith: Whoa color! It's a big deal. It's getting crazy over here. They're asking us to stay creative at home, and I can get behind that. They continue to use a straightforward layout here, the same kind of design, introducing color this time, which I think is a nice change. Look how simple these graphics are to move people through. <img src="https://files.reallygoodemails.com/blogContentImages/a7f01d80f98c4e608239c103d6b763cf"> We were talking a couple of weeks ago about <a href="https://youtu.be/J6LhVZgy52Y" target="_blank">FontShop</a> and. I think this is another straightforward newsletter. There's just no-nonsense. They've done simple so well. They've nailed this approach. Everything is very elegant and easy to read and scan. As a user, to me, I feel served by this. I can know quickly if I'm interested in this, and I enjoy looking at it. The value of actually just looking at it is great versus so many emails that we get in that we end up having to deny and not accept to our feed. They're just too busy, or they try and do too much. They don't get down to the point, and they're not enjoyable to look at, which is not just fluff. It's part of selling your product. That's why brand is essential. I don't know, man. I'm kind of obsessed. I think I've got a crush on these emails.&nbsp; Matt Helbig: When you don't use color and then using color, it stands out. They're using these graphics effectively to express emotion or message. When you include enough white space and balance out a well thought out design system that you're letting the design system flex and take in some of these longer headlines, and they still work on mobile and desktop.&nbsp; Matthew Smith: The only thing I would love to see is a bit of interactivity on these, like just subtle, but it doesn't take much to add some interactivity to your buttons. Depending on where you're sending your email from and coding, some of those kinds of things can be an issue. Can we talk about the footer again?&nbsp; Matt Helbig: Sure.&nbsp; Matthew Smith: No, let's not. All right, everybody. This was a great one. I'm psyched. Readymag. Well played, my friends. Well-played. Hey listeners, viewers, friends, Email Geeks. Let us know what brands you'd like us to cover. Let us know how we can improve or things you're looking for from us. Subscribe, like, love, give us hugs. We love all the stuff. So it's great to be here with everybody, even though we're virtual. All right, we'll see you next Friday. Matt Helbig: See you.

Readymag is an online design tool that empowers people to create professional websites, presentations, and portfolios.

Creating clear, elegant, no-nonsense visuals with Readymag

This FF episode was sponsored by <a href="https://more.emfluence.com/really-good-emails" target="_blank">emfluence</a>. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform. Matthew Smith: Hey, it's Feedback Friday once again, everybody. How's it going, Matt Helbig?&nbsp; Matt Helbig: I'm doing fantastic this Friday. How about you, Matthew Smith?&nbsp; Matthew Smith: I'm good. My man, I'm good. This Friday, my girlfriend moves in after 18 months of being apart. So I'm psyched about that. I'm also psyched about these Youth To The People emails here on Feedback Friday, where we discuss brands and their emails, and what's working well and sometimes a few thoughts or tips.&nbsp; <a href="https://www.youtube.com/embed/F5Ec1I80jBw" target="_blank">https://www.youtube.com/embed/F5Ec1I80jBw</a> I'm into this <a href="https://reallygoodemails.com/youth-to-the-people" target="_blank">Youth To The People</a>. I think you sent this over, man, this is yours. So why don't you kick us off?&nbsp; Matt Helbig: This one is on the line for me. This is similar to some of the other more experimental designed emails that we've looked at in the past. It's doing some more modern stuff in the inbox. It is one of those examples where it is mostly all images. <img src="https://files.reallygoodemails.com/blogContentImages/5565571f98bd4b47ac9d09eef2a95fb4"> Maybe this is just an image, not an email, but I think they are trying out some interesting new stuff with color and layout and things like that. This is one of those that I thought would be interesting to talk about, but I don't know if it would ever be featured on our site fully. Matthew Smith: Right, right, right. Interesting. I think a lot of these decisions seem to be around the brand. Can you push something like this where there's a lot of different typography styles? It's a busy email in some ways, but it seems like this is part of the brand. It's so hard. To me, so many people try and do this and don't execute well. Whereas I feel like this gets into that category of they are executing well. It's busy. It's fast. It's got many lines. It got many shapes, but it keeps you moving. If they're going to be all images, they've made the text large enough to read on a mobile device. I'm able to see that easily.The email is set up from the get-go to be something that feels readable. Now, I've got some things like this as a CTA, look at all these other big, even rounded corner things that feel like CTAs to me. And, by looking at my mouse here, I can tell that they are, in some ways, CTAs. I'm curious where they're all leading—hitting me then with this "BOOK NOW." I know that it's a CTA. So I think other people will, but it would be hard to say scan quickly and understand that. So, as a rule, I tend to feel like your CTA color, your CTA focus should be something unique to the rest of your design, not the same color, but here it works. But like you said, it's sort of on the line. Let's look at some of the others. They change up colors.&nbsp; Matt Helbig: This is another green on black example that I think we've covered before as a general design trend. It has many exciting elements that I think people could borrow to make their live text emails a little bit more interesting. <img src="https://files.reallygoodemails.com/blogContentImages/ae781cf8e07d435bbb5cc608672ffcff"> Playing with the layout and using images and things like that. Maybe something a little bit more locked up that email designers could try to make into live text. Even with this list, like having a different font and color.&nbsp;I think that is something that you could try to do in live text, and it still might sort of work out for many email clients. So taking some of those elements and maybe trying them in a well-coded email. It could be interesting to see.&nbsp; Matthew Smith: It's interesting seeing how they take the brand, and they take the aesthetic and continue to push it through. It's working. It's a little bit hectic for my taste, but I think it's consistent. And that's one of the things that I think I value about it.&nbsp; So let's pop over and look at another one and see that consistency again. So in this one, now we've got yellow, and in this case, we've got this very odd GIF here that a is telling me to dream beyond it. This doesn't feel as on-brand to me. I think that maybe they're just pushing some things and seeing what's out there. I'm not exactly sure what sort of studio this is. It's interesting. It almost looks like mountains, and then you realize, Oh, those are pillows. So there's just kind of an interesting vibe going on here, but I'm curious. And I think that's at least what they're trying to get me to be. Is curious to see what is coming soon. I want to find out. This is a design trend where you kind of lock things up in these boxes like this. It's a throwback to some mid-century and older design with a sort of punch cards and things like that. But I think it works well here. And it is a nice change to see how people sign off on things. Like why not do the whole footer in that aesthetic? The footer is the weakest part of these emails. I think as it is in most emails.&nbsp;It's sort of like the dirty rest. The dirty rest is what my friend Nate used to call the milk after you were finished with the cereal. That's what's going on in footers often. Anyway, what do you think of this one?&nbsp; Matt Helbig: This shorter teaser email. I think it does a job pretty effectively to build a little bit of hype. I noticed as well that they're using this graphic on social media and things like that. So it's nice to see them reusing a graphic across multiple channels. <img src="https://files.reallygoodemails.com/blogContentImages/384343035d824fb79cebabec63c95618"> The majority of skincare brands that we've covered tend to use all images. I guess it's just to see the differences between these brands on innovating on the style. So I think that's what we've seen a lot with different fashion and beauty stuff. A lot of the emails they're delivering will be all images. I think it's a challenging thing with a brand that is so focused on branding and imagery and appearance online on social to spend the time to work on a well-established email template that is accessible. I know we would both love to see more brands take that step and still balance pleasing aesthetics with a more accessible email.&nbsp; Matthew Smith: Good job, Youth To The People. By the way, this little white YTTP down here at the bottom. That's like one of my favorites. That's a tight little lockup right there. I just wanted to point that out. I'm into the name. I'm into the brand. It's interesting. Not my style, but they pull it off. Good work. I hope everybody enjoys this. Leave your questions in the comments. <a href="https://www.youtube.com/reallygoodemails?sub_confirmation=1" target="_blank">Subscribe</a>. Please share it with your friends and your parents. Your parents need to see these videos. It's great to have everybody here. Thanks for being such a cool community. See you next Friday.&nbsp; Matt Helbig: See you.

Youth to the People is a sustainable skincare company based in Los Angeles, California, creating cruelty-free beauty products.

Exploring brand concepts and staying curious with Youth to the People

Matthew Smith: Hey, it's Friday, everybody. Happy Friday, Matt Helbig. How are you doing? It's Feedback Friday.&nbsp; Matt Helbig: What's up, Matthew Smith? Welcome back to another episode of Feedback Friday. <a href="https://www.youtube.com/embed/J6LhVZgy52Y" target="_blank">https://www.youtube.com/embed/J6LhVZgy52Y</a> Matthew Smith: Here this week, we are here with <a href="https://reallygoodemails.com/fontshop" target="_blank">FontShop</a>. I've been following these folks for a long old time cause I love me some typography. They've been doing some exciting stuff for a long time, but one of the fascinating things about them is they have gone wide.&nbsp;They're a wide load here, man. They're pushing some boundaries. I think it's working. So let's walk through that. If you're a font brand and you're showing off visuals of how people use typography within different examples, like these albums here, for instance. You want beautiful, powerful imagery. What better way to try and use full-screen design if possible? Making sure that it translates to mobile as well. Nice big fonts. <a href="https://reallygoodemails.com/emails/new-arrivals-have-just-landed-browse-the-latest-on-fontshop" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/08b163712c6f4678a77f68706a0a1063"></a><a href="https://reallygoodemails.com/emails/new-arrivals-have-just-landed-browse-the-latest-on-fontshop" target="_blank">https://reallygoodemails.com/emails/new-arrivals-have-just-landed-browse-the-latest-on-fontshop</a> Now here, they're doing something interesting that I think they're pulling it off. And it's not something I generally recommend, which is a centered headline with left-aligned text. Now, I guess that they're choosing left align text down here because centered aligned with this much text is challenging to read, or it becomes more challenging to read. Notice that the text is large enough that you can read it. Like this is called the measure typographically. So that measure is such with a size of that type that it works. Now that said, I'm guessing that they're counting on people's email browsers not being like super wide since you usually don't browse an email widescreen. But maybe they account for that. I don't know. But one of the reasons that it works here is because of how simple it is. They have nice, big titles, real clear, really large, very heavyweight. And then nice big type here that keeps your measure. The measure means the number of characters on a line.&nbsp; I think that the number of characters on a line is supposed to be less than something like 5. As long as you're in that range, then you're doing well. Some type nerd is going to say it's not 58, it's 62. So we'll see. I'm into this. I think they're making it work, man. I love seeing how people use typography from a brand perspective. I come through here. Very quickly. I get to see, Oh man, I like how that type works. I could see using that. I could see getting behind that. I'm going to go buy it. There's nothing that shows you the font more than like how somebody else does it. Now, one thing I might change, I guess, that it could get pretty heavyweight, but if you could do a GIF there with three slides of different uses of typography and get the file size down, I think that could be pretty interesting, but they do an excellent job of running through this.&nbsp; Matt Helbig: I think the use of embedded fonts is great to see. I think you can poke around their code and maybe see how they're doing some of this. I believe they have a home-court advantage because they own many of these fonts, but it is interesting to see how they're using these wackier fonts in email. It's pretty unique as well that they are live text. I don't know if I love these hero images. I'm not sure exactly if they're the best showcase of these individual fonts. For me, I think maybe even some animation could be nice. I liked the little pulsating heart at the top of the email. For some of these fonts, I'd almost like to see them more embedded in the different sections. I think in some other examples, they might use color a little bit more to break up the individual sections to sort of match these styles. So to me, this is just a pretty short newsletter-style focusing on these three or four brand new fonts. In general, I think it does a pretty good job of getting the message across, but I feel like there might even be a better strategy to showcase these individual fonts. Maybe focusing on one and showing multiple styles on different colors and things like that.&nbsp; Matthew Smith: Look at one of their others in and keep comparing. One of the things you can see here in this email is that this white, black, yellow is a big, big part of their brand. And then what they try and do, I think, is get out of the way visually so that the typography examples can stand alone on their own. <a href="https://reallygoodemails.com/emails/thank-you-for-subscribing-to-our-letternews" target="_blank"><img src="https://files.reallygoodemails.com/blogContentImages/68ff1aaad7fe4d76b50243e79f78d98d"></a><a href="https://reallygoodemails.com/emails/thank-you-for-subscribing-to-our-letternews" target="_blank">https://reallygoodemails.com/emails/thank-you-for-subscribing-to-our-letternews</a> So I like the way that they continue to use this, "Looks best in browser" GIF, and this time it's a little different. The low contrast here is interesting. I was a little bit surprised by that, but let's keep going and see what's going on. So they're showcasing a sale, which I think is cool. They get in here and say the next order is 20% off. That's a neat little illustration. This is more about them, I think, as a shop, rather than the typography that they're showcasing. This feels really on brand. I also like this hover state. That's a nice little touch that they bring in here. This is fascinating to see this coming through. And then finishing with a map to it looks like probably Germany that they are. Yep. One thought here is, this is another one where this is interesting to me. They are almost using this as movie credits, the way that they're like talking about managing directors and things like that. But it's like, is that serving the user? That's one that I've always asked, and if it's not like, if this isn't critical information to me then maybe it could go, or perhaps it could be buried in the link that I could as a user, go in and read more about—some of those kinds of things. But I do appreciate the consistency of the illustrations, and this one's really on brand. Feels pretty good. Matt Helbig: Yeah. I liked this one. I feel like pairing down the yellow throughout the rest of the email using those brand colors is smart. So this one, compared to the last one, to me, it feels a little bit more put together as a product update email, and like a discount email, this one's pretty straightforward. I don't have that much feedback.&nbsp; I think they're effectively using formatting. Using bold and font sizes and things like that. Keeping things pretty simple and pared down. I think these give me enough information, but still, lead me to want to go to a landing page to learn a little more. So overall, I think this one's pretty straightforward and a pretty clean example. Matthew Smith: Yeah, I agree, man. I think this is a really basic newsletter. It's just showing me some text, some images, and some CTAs, but they've done it well. One of the things that many people end up doing is they add complexity to their emails that aren't necessary and end up creating a muddy water situation where it's hard to know what to do as a user. In this case, I'm very clear about what I want to do. I want to start exploring, or I want to shop, or I want to learn more about this interview. So I'm pretty into simplicity. If you're going to have a very simple newsletter, this is a great way to do it. Good work, FontShop. If anybody has any questions about a FontShop or questions directly to FontShop, let us know in the comments. Always please <a href="https://www.youtube.com/reallygoodemails?sub_confirmation=1" target="_blank">subscribe</a>. Let us know how you'd like to see it improve or other brands that you'd like to see showcased. Matt Helbig:&nbsp; See you next week, Email Geeks.&nbsp; Matthew Smith: See ya.

FontShop is a leading font retailer based in Berlin, Germany, offering 150,000+ font selections for desktop, mobile, and web.

How to use typography and consistent illustrations to design on-brand emails with FontShop

This FF episode was sponsored by <a href="https://more.emfluence.com/really-good-emails" target="_blank">emfluence</a>. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform. Matthew Smith: Yo, yo, yo. It's Feedback Friday. What's up, everybody? It's Matthew Smith. I'm here on another fine Friday, ready to give you some email action - this time from Filmsupply. What are Feedback Fridays? Well, this is when somebody on the Really Good Emails team has taken you through what makes this particular brand, this specific set of emails really good. That's what we're here to do. Hope you all are having a fine Friday and surviving a crazy season of life. <a href="https://www.youtube.com/embed/taXnGy2zK5o" target="_blank">https://www.youtube.com/embed/taXnGy2zK5o</a> So let's check out Filmsupply. I'm going to walk through several different emails. These folks are blowing my mind. I'm so impressed by what they're doing. Let's start out just a great example here of using some fantastic graphics. I mean, they've got some really strong design folks in the house, but are creating these beautiful, like what are essentially landing pages? <img src="https://files.reallygoodemails.com/blogContentImages/eb7f563c979a49dd97d8a6324716337f"><a href="https://reallygoodemails.com/emails/a-culture-immersed-in-fire-and-family" target="_blank">https://reallygoodemails.com/emails/a-culture-immersed-in-fire-and-family</a> Here's something I've been thinking about a lot. Email is web delivered. Email is a landing page delivered. Email is relationship designed. These are the things I keep coming back to. What they're doing here is they're giving me a deep feeling of what Filmsupply is all about. Like what I can get after and look at all the available stock footage, all the stuff that can be done to be able to understand what's happening and also just to get saturated in film and understand it. But look at this, this is just a beautiful looping GIF, but it just feels film quality. And they've just done this incredible job of pulling that together. Wow. Now what they do as they lead down through from an email perspective is they give me a very clear call to action with this play button. So I want to go and click through and see what that's all about, but also I have a very clear call to action with this film. Nothing crazy, nothing too fancy, but just show me, watch the film. I get this opportunity to go behind the scenes with the director and understand a little more. They pull this small lockup together into a nice, clean, sparse little area. I think they've done an excellent job with that. If you're going to play design golf, the only sort of small critique I would have for any of the Filmsupply stuff is not all of these dividers, these rules are necessary.&nbsp; What is Matthew talking about with design golf? When you're playing golf, which I have never done, but I have played Frisbee golf... it's the same thing, right? You try and get the lowest score possible. So with design, try and get the lowest score possible, use as few elements as possible. Every single different element that you use is another point.&nbsp; Are all these lines required? I would say at least this bottom one is not necessary. Possibly even like this middle one might not be necessary. So, just some interesting things that you can get away with. There's already a horizontal rule happening here with these lines. Is that divider necessary? I would say no. If I'm having to critique little things like that, they're killing it. So this is great. It's just beautiful to see, watch more Filmsupply films, see what they're creating, see these different things that are coming through. It's just beautiful work. They're a company that is showing off the best of these different videos and films, and they're doing it in such a gorgeous way. Being able to give me. Who was the director? What this is about, a little bit more detail, and then watch the film. Could they customize the CTA? Probably. Although with this much information, I think "watch the film" is just fine as a possibility here. Let's jump over to some other ones and see what they're doing—breaking it up differently. Making it work. Now, this is interesting. They're left aligning or breaking the grid in something like this. And here's the thing, it's working. The reason this works is because of these two little lines. <img src="https://files.reallygoodemails.com/blogContentImages/7ad137b774fa4acfa0bbebb60f472607"><a href="https://reallygoodemails.com/emails/a-brand-new-series-to-hone-your-skills" target="_blank">https://reallygoodemails.com/emails/a-brand-new-series-to-hone-your-skills</a> If those lines were missing, this would look like a broken email. Like, imagine this is not there. This is not there. It completely loses its horizontal stability and it looks broken. Cause it's like, why did you F this “behind the work” thing up? But they make it work because of that line. You can see, also, they make that work, the text over imagery, because this is essentially blurred. Now, I like how they're using an actual blurred photograph here, which leaves some of the image not blurred.&nbsp;So this is not blurred using only Photoshop. It might be using Photoshop or Figma or one of your preferred tools. It is aesthetically gorgeous. It looks great. They then get into this new series, "start watching," that same lockup as we saw before. And then they have these cards that they're pulling together that are playing on this “behind the work theme.” That's one of the things in their brand, getting people to talk about the films that they've created, watch the episode. Next, watch the episode. Nice cards, locking these up in a really clever way. Notice that this sort of line is an element. It is a part of the sub-brand of “behind the work.” So, Filmsupply has its brand, and then this is something within the family of that brand that works well. This little line. And they continue to use it, and they're able to create these different groupings very quickly. Once you already have that and just plop in the content, boom, boom, boom, you're ready to go, and then follow it up and be the first to catch new episodes. Cool. An opportunity to subscribe. If these things are interesting to me, don't just worry about getting them here in this email, but make sure you're subscribing. I'm assuming that's probably leading to maybe some of the work on YouTube. But that's pretty cool. It is leading people to follow up. So, that's an excellent tactic to draw people in and then show them how they can get more of that information.&nbsp; Digging into another version. All right. Now we are, we're searching for safety. <img src="https://files.reallygoodemails.com/blogContentImages/587c7a293c8d41b686320606eedd14ab"><a href="https://reallygoodemails.com/emails/find-footage-fast-in-trying-times" target="_blank">https://reallygoodemails.com/emails/find-footage-fast-in-trying-times</a> So they've got a little bit different header lockup here. They're using centered text in a lot of this. Here's why this works. Centered text can be tough, but they're doing a couple of things that make it work. One: it's not all that long. Two is the text size means that the number of characters in that line, which is called the measure, typographically is not that long. They only do it in certain parts, and they keep it simple. Reducing the amount of information around the center text helps. Do it here. They do it here, and it just continues to work.&nbsp; Be careful with centered text. Too much centered text can be overwhelming. Find that right balance. So, search for safety.&nbsp; So, they've been updating their search feature. They want to help people understand. So, if I'm looking for video around safety,&nbsp;then they're wanting to promote that. This is a great way of helping people sort of feel connected to what's happening right now and getting people to see the search. And then, further, they're being able to look at opportunities for looking at social distancing, which is within the safety category. Hey, looking for something that you aren't finding? We're here to help. That's a great little component to add to an email like this. As we saw in some of the other stuff I reviewed, here's a great way to continue to use that lockup. I think it was over here on the first one, this same lockup, now we're using here, but just with two. So, this is a nice variation on that same theme.&nbsp; Let's keep going. You can see that they continue to use this hero setting, hero area, in some unique ways. Notice that the Filmsupply logo sets the tone for each header, and they keep that pretty consistent. This is a little bit different size than the others, but that's what sets the tone for where am I? Who is this? What is this? But then, they just tell these beautiful stories with these wild visuals and get people into it, watch the film, license the footage. So, watch it, or go ahead and grab some of that interesting footage and start licensing it for whatever you want to use it for. <img src="https://files.reallygoodemails.com/blogContentImages/c2a658fb272549838e70e9e46511723f"><a href="https://reallygoodemails.com/emails/this-music-video-is-mind-blowing" target="_blank">https://reallygoodemails.com/emails/this-music-video-is-mind-blowing</a> What a great way, also, to show a variety of the pieces of the footage. You could do a GIF, but this is another really nice way of showing some of the stills within that footage. Interesting. Wow.&nbsp; Look at these beautiful photos. Go behind the scenes. Again, watch the film, license the footage. They’re focusing here on "Easy" by Ayia and giving me a lot of indication about what I can do with it. I can watch it. Or I can license the footage, and then they're a little bit digging into a broader category here by saying, “filmmaking at its best.” Sweet. Alright, let's go browse all the films.&nbsp; One thing that they're doing here that I think that a lot of other people can do is they are showing these places where they're online. If I want to go discover that, at least they're showing me. Now that said, one thing that I would love to see more people do, and there are some good tools out there that do it, is be able to see what exactly on Instagram? Show me some photos. In other words, don't tell me you're funny. Tell me a joke. There are some cool ways to be able to do that if we wanted to, but obviously, we don't want to distract from the main content either.&nbsp; So, continuing down the journey with Filmsupply, look at the ways that they show off travel and destinations. These different destinations. Films that cover these destinations. <img src="https://files.reallygoodemails.com/blogContentImages/e1e65cacdb654cd9aa185555962f4c44"><a href="https://reallygoodemails.com/emails/travel-without-restriction" target="_blank">https://reallygoodemails.com/emails/travel-without-restriction</a> Just a really nice category lockup, and giving me these ways to dive into different places, see cities in a different light. Okay, cool. Oh, interesting. Like, night shots, sick. Skylines, sick. So, not just locations, but how to see them. So, overall, this is about location, but then they give me these filters. So it's contextual. It makes sense. Even, like, “see more spectacular footage on Filmsupply.” They're able to test a lot of variety of how people are digging in, but it's consistent. Notice how all of these feel like the same family of emails.&nbsp; We can jump into another aesthetic and they do this great feeling. Let’s look at that background image here. Let me see if there are some others. So, they’re doing it here on easy, where this background bleeds into that black. That is so nice. And then here, boom, bleed into the rest of the email. So, they're using that main photo, they're bleeding it down to a color, and then they choose the color of the background for the rest of the photo. <img src="https://files.reallygoodemails.com/blogContentImages/3aa32cfeac514aab9f267f30ef8e5283"><a href="https://reallygoodemails.com/emails/refresh-your-project-with-our-summertime-footage" target="_blank">https://reallygoodemails.com/emails/refresh-your-project-with-our-summertime-footage</a> That is so nice. Look how they're beginning to lead me into more of this beach time stuff. So this is the theme giving me some access to these different images. This is a clever way of pushing me into these different categories. You know, one thing to note is I'm noticing there's a little bit of blur on some of these visuals here on the headings, and just with a little bit more work, they could make those headings live text. There's no reason why they couldn't be. Now that said, they may be just really wanting those headings to work in all email clients, which of course font face does not work in all email clients currently. So, just a little push for live text. Once again, you can see the family, the way that they treat the brand. Just another little lockup, another way to show off these pieces of content. And then once you have these lockups developed in your email, then you can continue to use them systematically. See how they're using visual power here, “capture chaos.” <img src="https://files.reallygoodemails.com/blogContentImages/9bb05de4353a469e92f51493fa271186"><a href="https://reallygoodemails.com/emails/bring-emotion-and-mood-to-your-project" target="_blank">https://reallygoodemails.com/emails/bring-emotion-and-mood-to-your-project</a> So they're showing off these visuals, locking it up in the same kind of grouping, and then being able to apply it to a different image. Now, I'm assuming that this is just one big image that they're developing in Figma or something else like that, but they've done a nice job of showing off, you know, some of this contrast. Now that said, here's an interesting thing. They could have taken this lilac imagery and drawn it down through. Now, why didn't they? My guess is that by cutting that off there, they're able to tell a better story about visual power and capture the chaos. Notice that in this one, this works. But the teal here with some of these other images, it could be rough. If you were trying to tell a story like that, teal is dominating, right? It works okay. But here, black really helps these images come forward in a powerful way. Look at all this consistency between these emails. See how they're doing the same thing over and over, just with slight variation, and I'm just super impressed with how they send out this information. I'm always wanting to see what's next. Every time I get a Filmsupply email, I'm super happy. If you have any questions about Filmsupply, or about doing things like this, please hit us up. Love to answer those questions. Love to support you in your own email journey. Keep coming back, my friends. I'm really glad you're out there. Thank you for supporting us. I hope everybody has a great weekend. Talk soon.

This week we look at newsletters from Filmsupply.

Feedback Friday: Filmsupply

Matt Helbig: What's up email geeks! Welcome back to another Feedback Friday. This week, we have another amazing guest on our show. Chris, from 1973 LTD. How's it going, Chris?&nbsp; <a href="https://www.youtube.com/embed/XrxwbkTBqbo" target="_blank">https://www.youtube.com/embed/XrxwbkTBqbo</a> Chris Barnett: Good. Thank you. Thanks for having me on. This is my first time doing anything like this, so please bear with me. As you may be able to guess we're based in the UK. 1973. You also may be able to guess how old somebody on this call might be. The company is 16 years old now. Been doing email for a very long time. Based in Oxfordshire in the UK. Run by me and Dave Black. We've been building emails now for going on for maybe 10 years, I think maybe a bit longer. We love email. It's part of our business. We pushed forward on and we are a marketing agency as well. Off the back of email, we do lots of marketing as well, but email is something that we love. It's a nice niche for us that we love talking about.&nbsp; Matt Helbig: I can always tell when I see a 1973 email in the wild. It has a little special touch to it. I feel like you add some additional polish to it and it always makes an email stand out. So nice work.&nbsp; Chris Barnett: Thank you. I think some people we're probably speaking to, they get it. It's a marriage between design visual UX user experience and coding. Those two have to be joined together closely to get really good results. I think if you just have design separately and look and feel over there, you have coding over there makes email much more difficult to produce than it needs to be. I think there has to be a good marriage.&nbsp; Matt Helbig: Yeah, definitely agree. So this one is one that you made for a client, correct?&nbsp; Chris Barnett: That's right. Yeah. This was a holiday email. Christmas email for them. A big client of ours is Seagate hard drives and are the biggest manufacturers of drives in the world. It's a B2C email. Traditionally they tend to send more B2B communications, but they do have a very large B2C audience. <img src="https://files.reallygoodemails.com/blogContentImages/5079907397044243b63cc3b128649869"><a href="https://reallygoodemails.com/emails/a-great-gift-for-anyone-this-holiday-season/" target="_blank">https://reallygoodemails.com/emails/a-great-gift-for-anyone-this-holiday-season/</a> Things like product registrations from their website and things. This was in conjunction with Amazon. So this was going to be sold via Amazon. So they were driving traffic to Amazon via using Seagate's contacts.&nbsp; Matt Helbig: So how did you land on this? This is kind of an advanced thing, but I enjoy that it's taking over the entire color of each of these sections. It's really impressive to see.&nbsp;Chris Barnett: We're big believers that an email is about driving a message, fundamentally one message with, additional messaging around there, but fundamentally it needs to drive one message. This is a product email that we liked the look of the product. We took inspiration from the landing page. So the product page on seagate.com, which had a similar sort of color picker. You can buy this drive in these four colors. It's important to get the size across, hence you get an image of how big that is in somebody's hand. One thing that's interesting when this has come about. And is it again, the way we think about things is that we don't just like doing things for the sake of them. So interactivity, we don't want to just do it for the sake of it. We want to do it so it adds value to what we're doing. We could do that with this one, being a B2C audience. We use Litmus stats and Email on Acid stats. They have very precise client device stats. So we looked at the potential audience for this, and this went out to 250,000. We looked at the audience from previous sends, which weren't interactive, still a similar product and we looked at what we felt was a good interactive audience. What was a good fit there? We worked out probably right around 30, 40% of our audience would be able to render an interactive experience. So we felt that justified more looking at an interactive email than not for this one. So it's a B2C send. It's very heavily mobile. The mobile stats were around about the same probably 30, 40%&nbsp;were opening on mobile. So we felt we could go down that route and have some fun and do something a little bit different. When you're B2B it's desktop. Less so of an interactive client there, whereas this one we felt fit.&nbsp; Matt Helbig: I think holidays may be a good time to maybe try something like this, if you have the time, just because maybe you can stand out in the inbox a little bit more. It's kind of a fun time to maybe try something new. This one stood out to me. How do you start with something like this? Use of live text, interactive elements, hover effects. How do you sort of markdown each of the different things that you guys want to tackle?&nbsp; Chris Barnett: We shoot for the sky initially. All our emails are responsive, so that is a given. It's a marriage between design and what's achievable technically. So we look at those two things together and we'll have a discussion around what we can do from a visual point of view and how we can have some interactivity or something that adds value on top of that.&nbsp; From a design side, we try to keep all our text within that's editable. We do a lot of work that's translated, so it's easier to translate. It's less of a payload. It renders quicker. There's no images coming down or less images. If images are turned off, you still get an experience rather than very little. That's our philosophies as well. We have to use imagery. There's no question on this type of email.&nbsp; We were briefed that these drives are going to be sold on Amazon. There are quite some unique drives. They've got a different look and feel to the traditional sort of portable drive and these different colors. So we wanted to get that feeling. We added the picker very early on to try and get some intrigue in there.&nbsp;We try and keep our buttons high up. So one at the top, one at the bottom, if it's quite a long email. Matt Helbig: It looks great on both desktop and mobile.&nbsp;I think you nailed it there. I did have a peek at how the fallback looks. I think that also is executed well. So I think overall, you guys are covering your bases when it comes to some of these concerns with using interactive in an email.&nbsp; Chris Barnett: Some of our other interactive emails, which I'm happy to share. We had a philosophy of, we're almost designing three emails in one. We would have their interactive first. Then we fall back on sort of a Gmail experience. Then we had an Outlook catchall experience. Having to code for three different experiences within one email. Which obviously as you know adds time and testing time. That's probably one of the challenges of doing such a thing. But we felt it was justified in doing that because we found the audience was going to see our work.&nbsp; Matt Helbig: Was a client like Seagate really on board with something like this? Or did you have to concept something and show them before you guys went all in putting the dev time and testing time on this?&nbsp; Chris Barnett: We have a very good relationship with them. We're trusted as their email team and they like us to add value and not just to be told what to do. We just want to push things and see what happens and see where things go. I believe that if you just stand still, nothing moves forward. So we're very lucky we have a client there that they are open to us doing interesting work that we see as technically challenging, visually challenging, and message challenging as well. So they were on board with it.&nbsp; Matt Helbig: I know you said there was a little bump in engagement with the email. So do you think interactive can help with that? When is the right time to use an interactive email?&nbsp; Chris Barnett: My feeling on that is that if you can, look at who's opening and look closely at device stats. If the sort of audience, your sweet spot of who you want this message to be delivered to is likely to respond to something interactive, then I think there's more justification for it. If you can add some sort of mechanism within the email that adds value. That is more than just visual. I think that those two sorts of boundaries are worth taking into account.&nbsp; So for example, we might be looking to work with a very big pizza company. You may know who they might be. One of their challenges in getting pizzas to your door. They need as few steps that stop that journey as possible. They want that journey to be as easy and as quick as possible for you to order that product.&nbsp; What we're looking to do is from the data that we know about previous orders, we're looking to produce a limited interactive email. You have to build all the logic within the email. It's not super clever. It's just lots of IF THIS display that IF THAT display this, but you can build up quite complicated logic as well if you use some sort of automated sort of logic building that brings out a lot of HTML that covers all those options. For those pizza guys, if we can bring in, if you traditionally have pepperoni and ham or whatever, if we loaded that into an interactive email, and this is a discussion we're having, and then allowing you to choose a couple of options, not too many, and then bang, you've customized it within your email client. That goes straight through. You hit purchase and then it's coming through. It's reducing those times. The reason for mentioning that is there is a justification. I believe in helping that journey happen easier by offloading some of that poorer experience. When you go from an email into a landing page and go wait for it to load, wait for everything to come down, you've downloaded all the stuff that you need already in the email Why am I having to download it again?&nbsp; I can then click and off we go again. So that's our thinking. We're not just wanting to do interactive just because you can. We want to see if it's worth it. We do that from the stats that we get. We look at the audience and see. There is a time commitment. There's a financial commitment there in terms of development.&nbsp; So we want to be able to say, look, we think this is a good idea. The reason why is because this audience is on this device and they looking for that type of product, that's the way we like to think. It doesn't always happen like that, but that's where we try and set off. Matt Helbig: I agree. Do you have any tips or tricks for people that want to build an interactive email like this? I feel like when people see these in their inbox, they get impressed, but then they look at the code and it becomes a daunting task for some people, especially, teams of one or something. Chris Barnett: We haven't found any sort of like libraries that help us. We tend to take what we've done before and build upon that, but strip it down. We don't have a framework for building these. They are very much bespoke. So we will take a previous one that we've done and reduce it right down to its parts, and then build it back up again. That's the way we approach things. So hopefully some of our work is already done with the previous email and we're just adding to it or embellishing it and changing the imagery, changing the layout. We're trying to save a bit more time in that respect.&nbsp; Matt Helbig: So, is there anything that after it went out that you'd maybe change or improve on? Chris Barnett: Yeah, one thing I would say is that we didn't do an A/B test. Now what we could have done, we could have maybe stripped out the interactivity and made a B version of the email. Do a 50 50 send and the 250,000, see which one generated more revenue. If you're doing an interactive email, you can change the link where you're going. So you can identify out of those four selectors, which one they chose.&nbsp; So then you can start to report them. In the intro to the email, option three was clicked more than option one.&nbsp;In hindsight, if we'd just done that as one email and then we'd done one that wasn't interactive again, split the database, and then we'd know for sure whether they interactivity had a bigger impact or not. What I can say is this email performed much better than the previous two emails we'd sent out to the various similar products were that 27% unique open rate on 250,000, which was pretty good. 2.1% unique click-through rate. Before that, we were 0.7% 0.8% rates on very similar emails that weren't interactive. Bear in mind the time of year when it was sent. That's what we love about emails. It's fascinating. It's about when you send it, who you're sending it to, how often you've sent it to them, what it is you're sending, what do they think of you as a brand? We find that an email is like a little ecosystem just in itself. This one here was sent in December. The previous one we had was a few months earlier. I don't know if that gives you some insight, but if you're looking to do more of these, I think you've got to put the justification in place to say, look, we split the database in half, and there's no point in doing this with a small database. I don't think if you're talking 5,000, 4,000. where you normally get in a 10% open rate. I don't think you'd get big enough numbers there to make a really good call if the value is there. The bigger the numbers, the more you've got to go through in your reporting.&nbsp; Matt Helbig: One last question to end on is, what's the one thing about email that you thought you knew that is different now? Chris Barnett: I always worried that email might be going away. The older I get, I just don't think it's going away. I was worried as a business, we got into email 10 years ago and I always used to think maybe it'll go away. People hate it, spammy and stuff. I don't think it's going anywhere. Matt Helbig: Awesome. Thank you so much for taking the time. I appreciate it. I love this interactive email. Chris Barnett: Yeah. We want to do more of them. Thank you Really Good Emails. We love the stuff you're pushing out. We love this community as well. We want to help and do as much as we can as well.&nbsp; It was an honor to us that when you first chose one of our emails to go on the website. Wow. That was lovely. So thank you very much and keep up your good work as well.&nbsp;Thanks to all the other #emailgeeks out there as well. I know we're often overlooked, but keep up the good work.

This week we look at Seagate's interactive holiday product email.