It’s great when a brand sends emails that are so true to it’s brand, that you can almost hear them speaking and taste their product through the email.
One such company is Innocent Drinks, who do the cutest emails and has one of the easiest and funniest sign up, welcome and email processes I have come across.
I thought I would start at the beginning and run through the process, first the sign up, then the welcome email then the newsletter, so you can get a sense of the process in order. (Better yet go to their website and sign up if you haven’t already and get a taste of this for yourself!)
Like every good website should, they have a prominent email sign up facility, and it’s humorous, by enticing me with a comfy couch and love and friendship, (But no pocket money)
I sign up, and immediately a note appears in place of the sign up form saying: ”You will shortly receive an email confirming your subscription. By the way, we will never, ever pass your details on to anyone else, but you knew that anyway, didn’t you. Your information will only ever be used to send you what you ask us to send you. If you would like to leave the family, use the unsubscribe button when you next receive an email from us.”
This is a great way to instantly and effectively confirm that I have subscribed, and assure me they won’t share my details with anyone, and let me know I can unsubscribe from ‘the family’ if I want to, however by giving me the option and not feeling locked in, makes me feel safer and makes me never want to leave…. aww.
That message the disappears after a short time, and they claim back a bit of space on their website, and I then receive a cute and welcoming welcome email right away. It’s opens with the subject line ‘Welcome to the innocent family’ which gives me warm fuzzies and makes me feel like I am being welcomed into some big friendly and exclusive family.
I also love that the call to actions point to the ‘ceiling’ and the ‘moon’ and the ‘grass’ and the email includes a polar bear in a snowstorm! Can you see him?
After you have digested the entrée welcome email and clicked on all those links and seen where they all go, it’s time to wait for the main course of the email newsletter to arrive into your inbox. And there are many delicious ingredients!
Overall I love the use of creative copy and the tone of their brand language in the emails. For example, in the pre-header, instead of saying ‘click here to view online’ they say ‘If this email looks a bit weird just click here to see it look not so weird’. I also really like the fact they have included a ‘sale’ star in the header that let’s you know the email is free! (Woo!) I know we all know emails are free but something about putting that star there telling me it’s free makes it feel even more like a bonus and my brain is thinking it’s getting a great deal!
There is strong brand consistency between the email and the website, with the same font, logo, colours, so when I do click any of the call to action links from the email to the website, it feels like the same environment.
The content of the email is fun, engaging, has a good mix of bright colours, white space, company news, human interest stories, and fun links to click on, and best of all, in their footer, they say “call us on the banana phone”
These guys are really engaging, provide a seamless experience between email, website and social media, they use clever copy, great design and interesting content to deliver fun, fresh and funky emails, and in my eyes they are doing everything right.