Championship-Winning Email Creative

Last week, in my best attempt to be timely and sporty, we saw the Email Creative Final Four play out in a blaze of March Madness-like glory. Herb Brooks united his squad against the heavily favored Soviet team, and as the U.S. squad tried to overcome insurmountable odds and win … oh wait. That’s the plot to the 2004 hockey drama, “Miracle.” Ahem. Sports.

Last week, in my best attempt to be timely and sporty, we saw the Email Creative Final Four play out in a blaze of March Madness-like glory. Herb Brooks united his squad against the heavily favored Soviet team, and as the U.S. squad tried to overcome insurmountable odds and win … oh wait. That’s the plot to the 2004 hockey drama, “Miracle,” starring Kurt Russell. Ahem. Sports.

So, with last week delivering Birchbox and Lindy Bop into the final arena for the championship match, let’s review our bracket:

Final Email Creative March Madness bracket

In the Final Four, both Birchbox and Lindy Box cleaned house against their opponents, earning 11 and 9 points respectively.

And as a quick reminder, there are five areas to score points, and scores are as follows:

  • 0 points: Dude you missed!
  • 2 points: Nice shot!
  • 3 points: You’re totally going pro!

Championship Game: Personal Beauty Products vs. Retro Apparel
Birchbox is a strong player in the inbox, sending messages that range from subscriber news — box customizations, box shipments, product review reminders — to promotional emails. I personally receive emails almost every other day, if not daily.
Birchbox email for Email Creative March Madness ChampionshipThis email was sent March 28 with the subject line, “Shop Your Samples, Get Perks,” which is simple but effective, especially in the eyes of a Birchbox subscriber.

The preheader echos the subject line, reading, “Stock up on your favorite samples today.” Okay, maybe this could have been a little more creative, but at least the preheader is in use.

As usual with most Birchbox communications, the design and copy are bold and to the point. “Tried it and loved it?” the email asks. Well now subscribers can get free shipping on any full-size product they’ve previously sampled.

And to make things relevant (and personalized), the email shows me six of my most recent samples, as well as the call-to-action button “Shop Your Samples.”

Could Birchbox have made it any easier? Doubtful.

Birchbox’s Points
Subject line: 2
Preheader text: 2
Copy: 2
Call to action: 2
Overall design: 3
Total: 11 points

Author: Melissa Ward

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

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