![]() ![]() ![]() “The first draft of this email featured a card in the middle of the screen, which explained how to interact with the email, but it was not intuitive enough,” says Eric Lepetit, email engineering manager. This is particularly useful when trying to engage customers with multiple products. Like a siren of the sea, the pulsing beacons around the featured products are powerful enough to entice you to click on them, but subtle enough not to go overboard.Ĭlick on one and instead of directing you to a specific landing page, information about the product pops up in the email itself. Nest is something of a thought leader in Wi-Fi-enabled home gadgetry, and this email is no less forward-thinking. Pulsing beacons around the featured products lead the reader to more information Airbnb has one tiny toe in a dark pattern with this bit of trickery not being quite what it says it is, but we give it the green flag because ultimately it gets the customer moving right where they intend.īonus fun fact: the picture of the family playing is a host that Chevillard stayed with in Tokyo. In this email, it’s just an image that links to the search page. Search bars in email aren’t currently mainstream tech, though some experimentation with forms in email is happening. ![]() “We believe that Airbnb can bring you on a great journey no matter how far you travel – and we have the right place for every guest.” This email was also the first to use Airbnb’s unique Design Language System. “How do you tell your story when you have five seconds of attention? That’s the idea behind this email,” says Lucas Chevillard, engagement marketing manager. What you can do is push the boundaries of the existing technology to see what gets users engaged. At that size you can’t afford to push wild new code to your whole audience. The Beat by Premium BeatĪirbnb pushes the boundaries of tech to see what gets users engagedĪirbnb has over 70 million users across hundreds of devices. A super-smart application of responsive email design. Naturally, it all looks just as good on mobile, and there’s some really good CSS wizardry that changes the CTA button to a link to open the app (you know, since you’re already on your phone). The use of brand web fonts makes the email feel consistent with the app and web experience, all of which helps build familiarity and comfort with the changes that have been made, before you’ve even tried the app. Pretty much everything in the design is a GIF, but they’re all so seamlessly integrated, it feels like magic.Įverything in this email is geared toward showing off new features and giving a preview of how the Uber app looks, functions and feels. That doesn’t mean it isn’t taking exciting chances – for example with this fantastic app announcement campaign. Uber has long stood out for having a versatile set of consistent base templates for emails heading to both customers and drivers. Pretty much everything in this design is a GIF ![]()
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