From: Bark&Co.
Subject: We miss you and Willow Bean!

We haven't been the same since you and Willow Bean left our pack! My mission is to take...

We’re always surprised when we receive emails with very little styling, but great strategy. In this case, Bark&Co sent us an email after purchasing twice from them, while our last purchase was about 30 days ago. The copy on the email strikes the right chord with customers, conveying that “pet-friendly” tone that Bark&Co customers love.

“We haven’t been the same since you and ‘Willow Bean’ have left our pack!” Is our first clue that this is a Win Back campaign. However, they have personalized and branded the first line of copy in a way that succeeds where many other campaigns in the same category would have failed. We’re used to seeing the standard “We Miss You”, or “Come Back” but Bark&Co’s headline starts a narrative that gets their message across more effectively. Plus, we just love other branded elements such as turning VIP into “Very Important Pup”, or “pawfur”, or “tail wagging.” Even their “PS” is branded and has a personalized message with a picture of a dog.

This email, though not heavily styled, works great in mobile and desktop. You can see how the typography is fluid between both viewport sizes, which is something that other many brands take for granted.