From hundreds of emails that landed in our inbox in June, here’s a selection of some of our favorites. From charity newsletters to abandoned cart triggers and the best Father’s Day messages, each one had something special to offer the subscriber.

RSPCA’s functional newsletter

Subject line: Dogs die in hot cars, the Hunting Act is under threat and more from RSPCA Campaigns…

This charity newsletter is simple, functional and makes it as easy as possible for readers to navigate the email.  The ‘in this issue’ section has anchor links to specific content so that readers can jump to the areas they’re interested in, and the sections are also color coded. This encourages more active engagement, rather than passively skimming the whole email. We also like the inclusion of social icons in each pod – key for spreading the word about their campaigns.

Dogeared Jewellery’s light-hearted message

Subject line: Ring Ring… Oh Hello!

We love this email’s fun subject line. It generates intrigue, sets a fun conversational tone, and then takes on another meaning when you open the email. The email itself is simple but effective – there’s no sale, new collection or contrived theme, but with a great image and light-hearted copy the email still has purpose. It just goes to show that you don’t have to wait for a specific reason to email your base.

Loft’s sweet and fresh sale email

Subject line: EXTRA 60% off (or how we do the 4th)

Retail sale emails often follow the same format and can become repetitive during a busy sale period. So we liked this one from Loft for offering something a little unexpected and unique to help it stand out – animated watermelon seeds. They also took the opportunity to tie the email into the 4th July -with just another line of copy and an extra CTA they doubled the reader’s reasons to engage.

Radley’s ice cream theme

Subject line: Ice cream, anyone?

Radley went all out to give their newsletter a summer ice cream theme based on the pastel colors of their handbags. With fun copy and comments that build on the theme as the email continues, and just the right amount of content to keep readers engaged, it’s a really original and fun way to do a promotional email – and who can say no to ice cream?

Sephora’s abandoned cart reminder

Subject line: A friendly reminder…

The email from Sephora ticks all the boxes of a good abandoned cart trigger. It has a service-based subject line that gets your attention, it arrived within 24 hours of abandoning the basket, it features the relevant products, and it reinforces the reasons to shop with the brand. It also includes a link to reviews for the products – tackling one of the main barriers that may have deterred the customer. Even the ‘items you left behind’ header is carefully worded to make customers feel like they forgot something, or made a mistake.

Firebox’s Father’s Day festivity

Subject line: Is your dad an Ostrich, Mandrill or Vulture?

We received a lot of Father’s Day emails through June, but none stood out quite like this one from Firebox. The brand went beyond what anyone else was doing and exaggerated typical dad personas to entertain and convert subscribers with an unusual but simple premise – find your dad’s spirit animal and what to buy him for Father’s Day. The idea is well executed throughout with great design and copy – from the bizarre subject line that alerts subscribers to what’s coming, to the landing page where users can play the game.  Even the footer copy is out of the ordinary!

You can take a look at some more Father’s Day campaigns over on our Pinterest, and vote for your favorite email from our June selection below.

Last updated: Feb 24, 2016  Alchemy Worx

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