Transactional Email Inspiration: Why Tonx Asks You to Put a Shirt On! Carly Brantz August 30, 2013 Best Practices // SUMMARIES ?> What better way to close out the week than with a little email inspiration? As you know we just love transactional email, so we can’t pass up an opportunity to voice our opinion on anything email. We come across so many examples that sharing them seems like one of the best ways to help you create a better program. Here’s an example from coffee brewers, Tonx and our thoughts on what makes it great. (Keep in mind that transactional email has the highest open and click-through rates than any other email so consider using this forum to dialogue with your customer.) Clear, Fun Subject Line: With a subject line, like this – [Tonx Shipped] – Put a Shirt On! – who can resist opening this email? While you’d probably open it anyway, at least it will put a smile on your face when you do. Well done Tonx, well done. Simple, Clever Copy: The main point of this email is to provide shipping confirmation and tracking info which Tonx does really well, even bolding and increasing the font on the tracking information. They even use their header imagery to state the email’s purpose in conjunction with their subject line. What’s really nice about this email is that they get to the point fast, and then use the rest of the email to promote their rewards program. They even provide a personalized URL that will earn you a free T-shirt and credits for free coffee shipments. Preference Center: Kudos to Tonx for including a preference center. A link to the preference center at the bottom of the message helps subscribers manage their email without having to unsubscribe. THE VERDICT Tonx does a nice job of taking a simple transactional email and turning it into a prime (and effective) marketing opportunity to promote their rewards program. The one improvement we would make is with branding–it would be great to see the Tonx logo front and center. However, they do include a coffee bean stamp that is still relevant to the reader. Hope this email example leaves you heading into the weekend feeling inspired! Want more? You got it. Download our free Transactional and Marketing Email Guide: How to Build a Powerful Integrated Email Program to uncover more best practices that will help improve your email program.