The button is orange, while the remainder of the email follows a blue color scheme. Like previous emails, the CTA button is followed by key benefits of the service. Here’s a look at the mobile responsive design on an iPhone screen: Here’s a look at the company’s upgrade offer email.Īmazon Business’s email isn’t anything fancy, but the simplicity renders well on mobile. Still, like Todoist, there is a fine print promise under the CTA that might help readers take the plunge-and make the click.įor Amazon shoppers using the site to order business and office supplies, upgrading to Amazon Business means you get perks like quick shipping and special prices. Simplicity works! That’s because simplicity gets readers’ eyes on the crux of the pitch sooner, and the key message is “free.” Although Skillshare doesn’t do much else to reinforce its value proposition, the email could have used a bulleted list, spot illustrations, or text formatting to call out the benefits of going premium. The layout here is similar to Todoist’s and Evernote’s. Subject: Your holiday weekend just got better And as part of this year’s Memorial Day weekend promotion, Skillshare offered two months of its premium service for free. Skillshare hosts online courses in design, writing, business, tech, and other categories. Ask yourself: if I’m looking at this email for only 3 seconds, what do I read first? The bold, green value propositions that sit alongside illustrations probably jump out! What’s notable about the supportive messaging is that there are spot illustrations that improve the content’s skim-friendliness. The CTA language is clear (even though it could have more personality). ![]() ![]() Note the second call to action is a link, instead of a button, so there’s no competition for the email’s focal point. ![]() And like Todoist, the CTA button is very easy to spot, about midway through the email, and there’s only one. The first thing to notice about this email is the color scheme: with its ample white space and simple green-gray palette, the email immediately looks cohesive-almost calming. Here’s a recent upgrade email from the brand. Their premium service gives users the ability to upload more content, access info offline, and get other bonus features. Similar to Todoist, Evernote is an app and web tool that helps users get organized. Todoist’s email is objective-oriented, and the CTA button brings it home. (Yes, CTA color matters!) And, it’s also followed and supported by additional promo content. The strategically designed and located CTA button is (1) near the top of the email, (2) directly alongside the most important part of the message, and (3) designed to be bulletproof, pass the squint test, and be the perfect eye-catching color. For readers still on the fence, Todoist presents a second value proposition after the CTA button: you don’t need a credit card or commitment to sign up. Clearly, Todoist knows that cost is a primary driver of conversion, making it the #1 thing to communicate. The CTA button that follows reinforces the free messaging (as does the subject line). Our eyes catch on the bold body text that reads: Try it free for 30 days - it’s on us. Todoist stages its value proposition in a straightforward, direct way. Subject: Try out Todoist Premium for free ![]() And, as you may have guessed, the brand offers a premium version of its service, which was recently advertised in this upgrade email. Through its email design, the brand presents itself as modern and friendly, using a cheerful illustration style with plain text. Users can keep organized by tracking of all kinds of tasks (work or personal). Todoist calls itself a task management app and to-do list. Read on to collect tips and insights for your own “go pro” messages. Today, we’re looking at how five brands design upgrade emails. And like in any promotional email, good design helps marketers get their message out in a compelling, clickable way. Upgrade emails invite readers to upgrade their service or subscription, often by free trial or special promotion. Enticing clients to convert to higher-paying levels of service is a process, and upgrade emails are an essential step along the way. Spotify Premium, or Hulu with limited commercials vs. Most client-servicing apps and brands have tiers of service, from free to premium to business to pro.
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