If you have a Fitbit, then you know about the satisfaction that hits you when that celebratory vibrate interrupts your day, signaling that you’ve hit your step goal. Fitbit has built a fantastic environment to validate users for their efforts toward becoming more fit. From being cheered on by friends, to receiving badges for reaching milestones, they keep their users engaged and feeling good about their progress.

Let’s dive in to break down why their emails resonate:

#1. Strong Branding

Senders have a few crucial seconds of opportunity as recipients scroll through their inbox. If you’re one of the lucky ones to get a click to open your email, don’t waste that click with immediately confusing them. Put your logo in plain sight and make sure the overall aesthetic (colors, fonts, etc.) is in line with your brand.

#2. Use of Images

Now that we know who sent the email, they’ve grabbed our attention with some exciting imagery. The images are clear, vibrant, and relevant to the content. One thing to keep in mind is that while these images work for Fitbit, there is no guarantee they will work for your specific audience. Make sure to test any changes that you make to your email program!

#3. Fun Copy

Changing each salutation to fit with the specific badge earned is creative and shows the recipient that time and care were put into crafting the message. Then they bring in the theme of the badge again to explain what the badge they earned means. It’s a little hard to read, but within the Serengeti badge email the copy reads:

“You may not have seen wildebeasts, giraffes or zebras on this trek, but you have walked 500 miles–the same distance as the Serengeti, one of the 7 Natural Wonders of the World.”

#4. Social Buttons as CTAs (Calls to Action)

Who doesn’t like to receive a virtual high-five every once in awhile? After such a nice message, I’m thinking that chances of a social follow or friend is pretty dang high. With one simple click users can jump onto Fitbit’s social channels to engage with their online communities.

Also, it’s worth noting these CTAs are pretty subtle—relatively small buttons, placed in the lower half of the message—but I think that’s appropriate in this scenario. These messages aren’t necessarily meant to spur the recipient into clicking through to take an action, their purpose is to make their users feel good and keep them using the product. (To learn more about CTA placement, frequency, etc., watch our recent webcast!)

Every email doesn’t have to ask your users to do something—sometimes it’s refreshing to just receive a nice message.

#5. Consistent User Experience

I never knew that the length of New Zealand is 990 miles. All thanks to this simple email, I learned something new and I felt good about myself. Though I don’t technically anticipate these messages (I’m not closely tracking my total miles), I always open and read these emails.

These quick messages serve as a nice virtual “pat on the back” for Fitbit users, validate their efforts, and cheer them on to continue their fitness journey, all in a creative and concise way. Nicely done, Fitbit!

Still looking for some email marketing inspiration? Download our A-Z of Email Marketing guide.



Kate Schmeisser
When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Creative Content Manager.