From:AthletaSubject Line: Last Call for Standard Delivery by Christmas
Date: Wednesday, December 16, 2009
Congratulations to Athleta for this piece of copy wizardry. I'm not motivated by "Hurry! Do It NOW!" emails--I don't like being rushed--but I'm genuinely impressed by Athleta's approach. Besides being totally on-brand, Athleta's copywriters manage to transform the crazy-making hassle that is last minute shopping into some kind of exhilarating challenge. It's just like exercising! Well, maybe that's a stretch, but this much is true: this email reminds me of a rapidly approaching shipping deadline without trying to stress me out or guilt-trip me. It's a great way to stand out in an inbox full of pushy messaging. Thanks, Athleta!
