From: Zappos
Subject: Do you like surprises?

If yes, then you'll love what's inside... XOXO, Zappos.com

If you’re in the market for new kicks, this email from Zappos was probably irresistible. To drive customers cross channel into their native app, Zappos promises a “special surprise” in your message box once their iPhone or iPad app is installed. After installing, Zappos laid out an aggressive promotion to entice that next purchase. You’ll have to download the app yourself to find out what it was!