Ever since I placed an order on the Master of Malt website, probably for some festive occasion or other, I've been subscribed to their emails. If at first these emails weren't even opened, I took the time one day to browse through one, out of curiosity. And I smiled! The email was clear and concise, with a touch of humor. I really got the impression that someone had enjoyed writing the email, and it showed in the content.
And it worked pretty well, since it's one of the few commercial emails I read!
The ergonomics
That's what I like about it. It's clear, concise, readable, with a simple construction. No need to make a big deal of it. A cover image, some text and a button. Underneath, what's found in all their emails: a menu (with images), a reassurance block, social networks, logo and contact info, and finally, legal notices.
In short, nothing crazy, and yet it works very well simply thanks to a nice editorial team!
The technique
Nothing crazy here either. No preheader, but as there's no "web version", the default preheader (the start of the email content) still works correctly. It works in mobile and it even works in dark-mode. Nothing has been planned for this, but the very simple construction of the email makes it easy for automatic dark-mode rendering.
The little extra
The reply address is: pleasereply@masterofmalt.com, a good practice that invites communication.
In brief
An email that (for me) works superbly simply thanks to its few lines of text. More importantly, this editorial content made me want to read their other emails!
In my opinion, the lesson to be learned is that well-written editorial content, which makes people want to read, goes a long way in terms of loyalty.
PS: The email is in English, sorry for non-English speakers.