Subject: Freshly Picked Kicks for Spring
We LOVE Allbirds. Big disclaimer here, I don’t have any of their shoes… yet. I am still waiting for the right color for me (hot pink). However, I have gotten some Allbirds for my brother and he swears by them.
The one thing that came from buying some cool wool sneakers for my brother was a series to some of the best and most tempting eCommerce emails ever.
Allbirds offers new colors once in a while and promotes them as soon as they are fresh out of the over. This leads to a scarcity strategy. Scarcity in quantity as in, but these now because they are so cool that they will be gone tomorrow. As well as scarcity as in, this color may never be back again.
While, yes, that is a business model that works great for them… they managed to pass that scarcity feel through their email marketing efforts. If you follow Professor Scott Galloway, you will know how important scarcity is for companies like Allbirds.
But how does this email show scarcity… think visuals. They know that engaging visuals are better at promoting a want/need reaction from their customers than copy. Do they have a great design team? Yes, but this is not the best email we’ve seen in our inbox from Allbirds… so you will need to either buy some of their sneakers or subscribe to their updates. Then I dare you to not want to buy every color that’s shown at you!
The only big negative we have here is that Allbirds is using an email that is 100% images. That is the only practice we cannot stand by.