From: Zappos
Subject: No strings attached... $30 just for you!

It's our way of welcoming you to Zappos VIP! XOXO, Zappos.com

When we first received this campaign, we thought we had just received a great example of a VIP email from Zappos. When in fact this is really a win back campaign hiding in a VIP campaign’s clothing.

I call this a win back because I haven’t made a purchase from Zappos in over 3 years and hardly qualify to be part of any VIP program. I do like the approach however: Make your dormant customers feel like VIPs, give them an amazing offer, and try to kick start the customer lifecycle again.

The creative was well executed and the recommendations made in the template had context. The $30 offer was impossible to pass up (and I didn’t).