Nespresso is known for their special coffee capsules. As pioneer in their industry, they brilliantly combined their status as pioneer with a sense of exclusivity. Restocking mostly happens through e-commerce. The perfect environment for email marketing.
In order to make sure those online orders keep coming, you need to keep your coffee drinkers hot in between those orders. This obviously is part of their strategy, by implementing targeted club messages. Customers are no customers: starting at day 1, they are called members. And those who are members of a club, feel just that little bit more exclusive and taken care of personally.
1 This is not just a message, but a club message. The logo is being extended with that statement. Next, they also include your personal member number at the end. “We know you”. Great use of personalization. They end the line with the login link. If you already see this email as a reminder to order, we’re definitely not making it difficult for you.
2 The first message clearly has another form than the other two. Here’s the emphasis, this is what we want you to read. A new flavor, AND it’s limited. The picture of the ship and he background image make you go back in time. The aluminum capsule brings you back to the present, right next to the Call to action. This is a clear example that you need to think about the images that you want to use. It’s always best to use an image that was tailor-made for your message, and really strengthens it. Also pay attention to the text in the CTA: not More info, but “Discover”.
3 For the second article, we land on another perfectly balanced unit. Research already showed that the chance that your message gets read strongly diminishes after the third new idea/article. In this message, they clearly listened. Both secondary messages do add to the primary message. First, they talk about the coffee bean, next you’ll find a couple of recipes to make your coffee indulgence even better. There’s a clear sequence in the articles of this message. And that’s something that we don’t see enough. They use their articles to tell a story. The “Read more” button in the second article is a tad disappointing, but the “Discover the recipes” is specific and enticing enough to have us cheer this message on.
4 We end like we started, in the atmosphere of a club. All services are listed. The order possibilities get a slightly lighter shade to stand out. The service element should be immediately clear form the first glance: it’s the last place to get that conversion. That’s also the reason why this element is spread over the entire width of the message. Scanning readers cannot miss it.
Before we reach the end of the article, we would like to point out two extra elements. The first one is the opening sentence. This is the preheader, that will also be displayed after the subject line in the preview of webbased email clients and specific email clients and smartphones. They already start here with telling the story.
The second element is the subtle use of colors in the secondary articles. By using a color for the most important words in the titles, scanning readers will immediately know if the information could be interesting for them.
Inspiration to remember
- Give your contacts an exclusive membership feeling
- Create or choose images that perfectly capture the message of your email
- And above all, tell a story throughout all articles…
