Product Emails That Rock
I recently discussed several core categories of emails that are essential to SaaS applications. Nearly every app needs account activations, welcome and onboarding messages, account and security alerts, and even humble password resets, but how they’re implemented can vary widely. Today I’d like to share a few examples of really effective product emails and dive into why they work so well.
Slack’s Confirmation Email
Where to find it: Whenever you sign into Slack for the first time (or from a new device), Slack will send you a confirmation email like this one.
Why it’s fantastic: Slack’s confirmation email has a lot going for it. First and foremost, it’s clear what the user needs to do. A direct subject line and headline, along with an obvious call to action and button help a user get to the point without a lot of cognitive overload. But that directness is balanced with clarifying information that puts the ask in context—as well as a style and voice that’s consistent with Slack’s distinctive brand.
Product Hunt’s Social Notification
Where to find it: When a Product Hunt user is followed by another user, she or he will get an email like this one.
Why it’s fantastic: Shares and notifications are a staple of any social platform, and they’re a key driver of engagement and growth. A major reason Product Hunt’s take overachieves is that it’s actually full of content that reinforces the site’s social activity and perceived value. And, like Slack’s earlier example, details like the subject line emoji and word choices nicely capture the playfulness of the Product Hunt user experience.
Eatsa’s Transaction Receipt
Where to find it: Eatsa sends patrons a receipt like this one shortly after they order a meal.
Why it’s fantastic: Eatsa is a modern, app-enabled automat. There are few or no staff members in the front of the house; an Eatsa store is all sleek glass and LCD touchscreens. So, it’s really important that the business deliver a great customer experience in other ways. This receipt is a good example of that. It serves the functional need of providing a transaction receipt, but it goes well beyond rudimentary transactional emails by adopting a clear voice, employing crisp visual design, and integrating a live customer survey into the body of the email. One more touch? The “Talk to a human” link at the bottom helps soften any sense of a sterile experience.
SparkPost’s Personalized Data Report Card
Where to find it: Every SparkPost user receives this weekly summary of their basic email delivery performance.
Why it’s fantastic: Here, I’m going to show off one of my own babies. SparkPost’s weekly email deliverability report card is a great example of how SaaS businesses can use data-driven email updates to provide additional value and actionable information to users. In this case, SparkPost provides an at-a-glance weekly review of account performance with health metrics and usage details. In addition to raw metrics, the report shows relative performance to other senders and links to best practices and support resources—at precisely the moment a user is most likely to be interested in the topic.
I hope these fantastic product emails have inspired you to think about how email can drive better user engagement with your own app. And if you’re just getting started with notifications and other types of product emails, be sure to check out “The Product Manager’s Guide to Email.” It’s a great resource to help product teams get up to speed.
Do you have an example of a great product email? I’d love to see it. Send us a tweet! Even better—submit it to the Sparky Awards for a chance to win Best Product Email of the Year, with all the glory (and prizes) that go with it!