We’re in strategic heaven this month, with our picks showcasing welcome journeys, loyalty schemes and an awareness week. Not to mention the collab content, with two of our featured brands’ emails born from a beautiful partnership. And we looked up from our screens to savour the wonders of aurora borealis in the UK this month too…so yep, it’s been a strong May!

1. McDonald’s

SL: How is your little one feeling today?

Chosen for: Content

This email from McDonald’s is a clever, sensitive approach to Mental Health Awareness Week. As part of their multi-channel campaign, they reframed their iconic Happy Meal and presented it as a tool to start conversations with children about their feelings. Not only is it addressing the little one’s emotions, but it’s equipping parents and carers to think more about how to approach these topics. And only the most subtle of product pushes in the bottom corner is evident. Classily done.

2. La Roche-Posay

SL: 15% off your Spotscan+ routine*

Chosen for: Design

As long as you’re not freaked out by the idea of your phone robotically scanning your face, what’s not to love about this email from La Roche-Posay? The step-by-step layout and standout imagery complement the AI-driven experience highlighted in the content, making it both intriguing and easy to follow. And the 15% off incentive in the subject line and promise of a personalised routine add to the appeal. All those for banishing blemishes, say AI…                                                                      

3.  Lick

SL: WIN £1000 to create your dream home 🏡

Chosen for: Strategy & Design

We love the hero animation here - everything to the tiny detail of the paint dripping down the Lick paint pot is sublime. The secondary content is ideal for anyone seeking interior design inspo - a strong support act of the main duet in the primary block.  Both elements demonstrate a well thought-out email promoting a pretty desirable collab, and we’re here for it.

4. Starbucks

SL: Make the most of your free extras

Chosen for: Copy

Now this is how you do a Rewards email. The messaging is entirely customer-centric, making the reader instantly feel valued. With hardly any copy, Starbucks have managed to confirm loyalty level, create excitement, encourage more purchases and incorporate personalisation all at once. We love the fun CTA too. Gold stars all round.                                                                                            

5&6. Flo

SL 1: Welcome, from the Here We Flo babes ❣️

SL 2: Don't forget to grab 25% OFF! 💸

Chosen for: Onboarding content

This pair was picked as a demonstration of the ideal welcome/activation journey. The first email was received after entering a competition collab from FLO and Tony’s Chocolonely. We love the aligning collab logos and the Tony’s-specific discount code is a nice touch. And the copy…’Fempire’ - TICK! The second email is a follow-up reminder about the sign-up discount in their last email, with the TOV, branding and UGC content affirming FLO knows how to interact with their audience.

These are great examples of how well brands do with strong strategic direction behind email and CRM. Get in touch and we’ll talk you through how ActionRocket can help you achieve similar awesome results, drop us a message today.