“By Invitation Only” - Dissecting the Newsletter that got me

Of coffee and newsletters

I consider myself a morning person, though only when I’ve had my first cup of java. I enjoy a convenient and mess free experience, every time I pour a full cup of coffee on a half opened eye. For this reason, I’m a huge fan of the capsule coffee making process.

Newsletters are designed for loyalty, updates for the targeted audience, promotion, and website traffic. A good newsletter provides value to the recipient, is device agnostic, and helps the customer smoothly transition from email to website where the journey continues.

The more satisfied the customer is with the proposition, and the number of steps it took to get it, the higher the chance to pay attention to another newsletter from the same company in the future.

How does my coffee love relate to newsletters?

Every now and then I receive such newsletters from Nespresso (being a customer who opted in for this), varying from simple orders reminders, to special offers. Most of them I find useful and suspiciously well timed, sent when my stack is about to deplete.

I am singling out one of Nespresso’s newsletter emails which I consider a good example for the premise of this post. There is no affiliation with the company, it’s just that as I was discussing about it with fellow UX people, I though I’d write a post to pass my observations to you as well.

Dissecting the newsletter page

Nespresso’s newsletter example

Nespresso’s newsletter example


Mobile Ready

The device everyone has on them most of the time is the mobile phone. If the newsletter is not readable on the smaller screen, the recipient will move on to the next email demanding their attention. This is key, as a newsletter is rarely something you “save to read later”. If it’s marked as read, it’s done; buried in a sea of emails, never to be seen again.

“By invitation only”

Every email wants to be read. For newsletters, the desire is even stronger, as there is a business goal and key performance indicator attached to it.

The subject of any email plays an important role to whether the recipient will read it, or ignore it.

Using the word “invitation” makes you, the reader, feel important. After all, we all want to feel included and invited to things, since our childhood and the first birthday parties. The word “only”, hints at exclusivity and addresses the recipient as a highly valued person, even if deep inside we suspect that the invite is most probably sent to most, if not all, customers.

“Discover our exclusive sale for special members”

The rest of the newsletter reinforces this positions with carefully chosen words. Opening with active verbs like “discover”, followed by “exclusive”, to iterate customer importance, then “sale”, which is beginning to reveal that the purpose of this email is some form of discount, and closing with “special members”, suggesting that the recipient falls under a special category in the company’s members list. If this is true or not we wouldn’t know as the customer, but it still makes us feel nice.


The body copy after this header is repeating the same message, reinforcing it, adding the details of the deal (in this case a discount on accessories if a certain number of capsules are purchased). After all, if you’ve been reading so far, the progressive disclosure of information has worked on you.

To seal the deal, the last paragraph is using the FOMO (fear of missing out — yep, it has its own acronym) persuasive method, by setting a deadline on the offer and a limit on the stock. This is to encourage the recipient to click sooner rather than later. After all, as mentioned above, the email doesn’t need to stay in the box for too long before it is forgotten.


The clutter free, clean interface and the so-big-you-can’t-miss-it one and only call to action (CTA, we like abbreviations) makes the next step easier, to the person wanting to go ahead with it. As a side note, the experience doesn’t end there as the website (or app) must deliver its part. Consistently. But I digress.

A CTA can only have so many words before it’s too long. The three chosen words of this one are “SHOP PRIVATE SALE”. Starts with an action verb, are capitalised to draw attention, are summing up the reason the newsletter was sent, and are providing the answer to the question “What happens if I click here?”.

All good practices for every CTA that respects itself.

I’m special!

I have to admit, even understanding which techniques were probably used, I did end up being a proud owner of a new set of cups (discounted by 40% thankyouverymuch) and many many capsules for my daily morning coffee fix.

After all, the better the experience, the easier it makes taking the bait.