Len Shneyder says, “Retailers are pushing out millions of emails every day, most of which end up being ignored — or worse — sent to the spam folder. Many more are simply dropped by an ISP. And most marketers are misfiring on the timing, the subject lines and the content.

Only a few are consistently getting it right, and among these brands, in my opinion, are Uber, eBay and REI (disclosure: Uber and eBay are clients). Here’s how these three retailers provide a good case study in effective email marketing.

Uber

A portion of Uber’s email traffic is transactional in nature; their emails serve to close the loop on a ride. You step out of an Uber, and within seconds, you receive an email notification informing you how much your ride cost and reminding you to review your driver. There is nothing more simple and pure than this form of messaging.

Business travelers can quickly take a screen shot of their Uber emails and use them as receipts in their expense reports. Riders know exactly what they paid and can rest assured that no further charges will be incurred. Simultaneously, riders are reminded of why they chose Uber: a seamless transaction that didn’t require them digging into their pocket for a wallet, waiting for a receipt or tipping”.

3 brands that do email marketing right

Marketing Land

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