What makes a great email? Rather than tell you, we’ll show you. Here is an email from Zulily, a daily deals site for moms, babies, and kids that shows how important clear messaging and branding is in a transactional email.

Clear subject line:

The subject line of this email clearly states the nature of the message as an order confirmation:  Zulily: New Order # 809178472. The message is succinct and contains important details about the order destination, purchased items, and the transactional total. The email is upfront with the information its sharing—it tells the customer exactly what they need to know.

Strong branding:

The order information is presented in an easy to read layout with clear branding.  Zulily’s colors and logos are prominent. They also extend their branding power by showcasing social sharing buttons that encourage customers to invite friends to get the same great deals.

Marketing Messaging:

Zulily includes a marketing message in the top right corner that invites customers to “Go Wild” and earn additional credits. What would make this even more powerful is if they personalized the marketing offers to encourage deeper engagement. They could utilize their customer’s recent purchase to suggest similar or complimentary items—like bowls to match the plates they purchased, or other items that have a similar design.

The Verdict:

This email is great. The little girl carrying the package is fun and furthers the brand message. It’s direct, provides value, and reinforces the savings received to encourage future purchases. Well done.

Learn more about email best practices by reading our blog post and find out how to leverage your transactional email for success by downloading our free guide.

Carly Brantz
With more than 15 years of experience, Carly Brantz is an email deliverability and inbound marketing veteran. As the VP of Revenue Marketing at SendGrid, Carly empowers her team to transform marketing from a cost center to a revenue generator. With a key focus on funnel optimization, Carly leads the team responsible for content creation, lead nurturing, SEO/SEM, and website optimization. An accomplished speaker, Carly shares her email delivery and revenue marketing tactics as a headline speaker on SendGrid’s international roadshow as well as other Marketing conferences.