1. Welcome

Here’s Dororthy Perkins with a great welcome. Including 10% off first order and advice to add their address to your contacts.

2. Nursery

Evans Cycles do a lot right on this front. This is post purchase, but included details of RideIt! events, to get started with a broader set of Evans’ services, and really join the community.

3. Cross-sell / up-sell

A nice bit o’ cross sell from Office.

4. Alerts

This could be about anything I guess, but here Made.com alert the user to the fact that they have a physical showroom – something which I, as a customer, wasn’t aware of until this mail. This example isn’t fully automated, but the segmentation works, as I am alerted to a store near me – nicely done.

Automated alerts could include details of a product update (e.g. new version of software) or perhaps the opening of check-in for a flight.

5. Promo reminder

Time is running out! Here Shutterfly tell us there’s only two days left to enjoy free prints. (image from Joe Baz)

6. Augmented transactional message

Make sure there’s a receipt but add some flavour. Amazon include options to see my recommendations, wish list, account etc.

7. Product reviews

One of the most powerful tools for filling out your site with product reviews. Incentivise the customer and mail them about it. This one from Evans Cycles again.

8. Customer surveys

Last one from Evans, and another great piece of best practice. Survey the customer and, again, offer an incentive.

9. Wish list

Here’s Tesco with an ingenious ‘wish list’. Clubcard data allows Tesco to tell this customer, ‘your regular in-store shopping is waiting online’, allowing a tailored product selection to be added to basket on first shop. There’s even an offer in the same mail. Great stuff.

10. Abandon

Probably the best programme of emails to hit the bottom line and increase conversion. Boots’ lovely example below. Check out Rhian Simm’s masterclass.

11. Browse

More from Rhian, and this Quidco email shows how to politely broach the topic of browsing and not purchasing – ‘Nothing float your boat?’.

12. Social media

Teaming social and email is a good idea if you can do it properly. Try collecting email addresses on your Facebook page, like BBC Shop below. If your dataset allows it, you can use social triggers such as customers that have entered a competition on your Facebook page.

13. Post-purchase

ASOS are great at post purchase emails. Here they nail customer care – info about delivery, returns, tracking, replying to mail.

14. Automated newsletter

Here’s Econsultancy’s Daily Pulse. Notice the section where you can manage the topics of your own alerts, to ensure relevance. Blog posts, reports and events are pulled in automatically each morning.

15. Birthday

Lancome’s Joyeux Anniversaire! And a complimentary gift with each purchase above $49.


16. Anniversary

Here’s a Tumblr note to tell me I’ve been a user for one year. No calls to action other than ‘post this!’, encouraging me to add more content to my blog, or share it with friends.

17. Loyalty / reward program

A daily reward might be overdoing it, after all this Zynga email is only delivering virtual goods (scoff scoff). But rewards are surely important – give them for loyalty or the opposite (ok, maybemore of a ‘win back’), the customer will never be disappointed.

18. Re-engagement

A simple one from ebuyer.com. We miss you, and our site has improved. Single tear.

19. Re-permission

Similar to re-engagement but with the emphasis on ‘do you still want to receive these emails?’ Perhaps a little bit catch 22 if you think about it too long, but best practice and a light touch. Check out mailchimp’s post on what makes a good permission reminder.

20. Win back

Pretty obviously a flagrant bribe. Baby come back! There’s a whole bunch of examples here on slideshare.