If you’re not familiar with TurboTax first-hand as a customer, the user experience of their web application is legendary. Simple. Elegant. Customer-centric.<\/p>\n
And now \u2014 as of this latest tax season \u2014 their transactional emails have successfully captured the look & feel\u00a0and whimsy of their web app, too.<\/p>\n
UX-First Transactional Email Examples<\/strong><\/h2>\nWhile not every email I received from TurboTax hit a home run, I took screen captures of the best ones \u2014 plus\u00a0reasons why I think these emails are top-notch.<\/p>\n
TurboTax uses a wide variety of email templates\u00a0\u2014 some are winners, some are not. In some cases, the templates and execution are so different, I strongly suspect that different teams are sending them. I didn’t show them here, but\u00a0they look how you imagine. (Dull.)<\/p>\n
Tip:<\/strong>\u00a0Many of these examples are smart ways of approaching\u00a0other types of emails and even websites.<\/p>\nGet Additional Tips<\/strong><\/h3>\nThis is a great use of one of my favorite content patterns, which I call the “1-up content block with image.” Icon, header, and a few lines of text. So easy to skim!<\/p>\n
![\"turbotax](\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2016\/05\/IMG_1688-576x1024.png\")
<\/p>\n
Your Refund Is On its Way<\/strong><\/h3>\nSimple and to the point. It’s not as whimsical as some of their other emails, but it does the job. What I like most is the straightforward next steps.
![\"turbotax](\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2016\/05\/IMG_1689-576x1024.png\")
<\/p>\n
Your Return Was Accepted<\/strong><\/h3>\nNice use of the color green and a checkmark to reinforce the positivity of this message.<\/p>\n
![\"turbotax](\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2016\/05\/IMG_1690-576x1024.png\")
<\/p>\n
Congratulations!<\/strong><\/h3>\nI love this email so much, I show it to everyone. C’mon, when your customers do something big and momentous, you celebrate it and recognize their effort. The adorable graphic is packed with all sorts of charm.<\/p>\n
![\"turbotax](\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2016\/05\/IMG_1580-576x1024.png\")
<\/p>\n
Why These Emails Are UX-Awesome<\/strong><\/h2>\nTo recap, here are all the things I love about these TurboTax emails:<\/p>\n
\n- Great use of illustrations<\/strong>. The graphics aren’t there just to fill space, but actually communicate a message.<\/li>\n
- Fantastic use of negative space<\/strong>. As I always say, “negative space creates focus.”<\/li>\n
- Minimal copy<\/strong> with a positive attitude. “You did it!”\u00a0is a great example of an upbeat, customer-first\u00a0tone.<\/li>\n
- Clear next steps<\/strong> that are actually called out as “next steps.” Literal always works.<\/li>\n
- Straightforward\u00a0calls to action<\/strong>. While I wish there was only one main CTA per email in the third example, they do a nice job of making them prominent and purposeful.<\/li>\n<\/ul>\n
For me personally, I prefer the emails with illustrations over the ones with (stock?) photography. The illustrations feel more on target with their brand.<\/p>\n
I still have my TurboTax emails from last year. Compare the before and after:<\/p>\n
![\"turbotax](\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2016\/05\/IMG_1691.png\")
<\/p>\n\n\n
Related Articles<\/h2>\n\n\n- Experience Is Experience Is Experience<\/a><\/li>\n
- What Are the Different UX Career Options?<\/a><\/li>\n
- How to Get Real-World UX Experience without Going Back to School<\/a><\/li>\n
- Designing for Inclusion & Accessibility: The Giant List of Use Cases<\/a><\/li>\n
- How Product Management & UX Work Together<\/a><\/li>\n<\/ul>\n\n\n
Get Additional Tips<\/strong><\/h3>\nThis is a great use of one of my favorite content patterns, which I call the “1-up content block with image.” Icon, header, and a few lines of text. So easy to skim!<\/p>\n
<\/p>\n
Your Refund Is On its Way<\/strong><\/h3>\nSimple and to the point. It’s not as whimsical as some of their other emails, but it does the job. What I like most is the straightforward next steps.
<\/p>\n
Your Return Was Accepted<\/strong><\/h3>\nNice use of the color green and a checkmark to reinforce the positivity of this message.<\/p>\n
<\/p>\n
Congratulations!<\/strong><\/h3>\nI love this email so much, I show it to everyone. C’mon, when your customers do something big and momentous, you celebrate it and recognize their effort. The adorable graphic is packed with all sorts of charm.<\/p>\n
<\/p>\n
Why These Emails Are UX-Awesome<\/strong><\/h2>\nTo recap, here are all the things I love about these TurboTax emails:<\/p>\n
\n- Great use of illustrations<\/strong>. The graphics aren’t there just to fill space, but actually communicate a message.<\/li>\n
- Fantastic use of negative space<\/strong>. As I always say, “negative space creates focus.”<\/li>\n
- Minimal copy<\/strong> with a positive attitude. “You did it!”\u00a0is a great example of an upbeat, customer-first\u00a0tone.<\/li>\n
- Clear next steps<\/strong> that are actually called out as “next steps.” Literal always works.<\/li>\n
- Straightforward\u00a0calls to action<\/strong>. While I wish there was only one main CTA per email in the third example, they do a nice job of making them prominent and purposeful.<\/li>\n<\/ul>\n
For me personally, I prefer the emails with illustrations over the ones with (stock?) photography. The illustrations feel more on target with their brand.<\/p>\n
I still have my TurboTax emails from last year. Compare the before and after:<\/p>\n
<\/p>\n\n\n
Related Articles<\/h2>\n\n\n- Experience Is Experience Is Experience<\/a><\/li>\n
- What Are the Different UX Career Options?<\/a><\/li>\n
- How to Get Real-World UX Experience without Going Back to School<\/a><\/li>\n
- Designing for Inclusion & Accessibility: The Giant List of Use Cases<\/a><\/li>\n
- How Product Management & UX Work Together<\/a><\/li>\n<\/ul>\n\n\n
<\/p>\nSimple and to the point. It’s not as whimsical as some of their other emails, but it does the job. What I like most is the straightforward next steps.<\/p>\n
Your Return Was Accepted<\/strong><\/h3>\nNice use of the color green and a checkmark to reinforce the positivity of this message.<\/p>\n
<\/p>\n
Congratulations!<\/strong><\/h3>\nI love this email so much, I show it to everyone. C’mon, when your customers do something big and momentous, you celebrate it and recognize their effort. The adorable graphic is packed with all sorts of charm.<\/p>\n
<\/p>\n
Why These Emails Are UX-Awesome<\/strong><\/h2>\nTo recap, here are all the things I love about these TurboTax emails:<\/p>\n
\n- Great use of illustrations<\/strong>. The graphics aren’t there just to fill space, but actually communicate a message.<\/li>\n
- Fantastic use of negative space<\/strong>. As I always say, “negative space creates focus.”<\/li>\n
- Minimal copy<\/strong> with a positive attitude. “You did it!”\u00a0is a great example of an upbeat, customer-first\u00a0tone.<\/li>\n
- Clear next steps<\/strong> that are actually called out as “next steps.” Literal always works.<\/li>\n
- Straightforward\u00a0calls to action<\/strong>. While I wish there was only one main CTA per email in the third example, they do a nice job of making them prominent and purposeful.<\/li>\n<\/ul>\n
For me personally, I prefer the emails with illustrations over the ones with (stock?) photography. The illustrations feel more on target with their brand.<\/p>\n
I still have my TurboTax emails from last year. Compare the before and after:<\/p>\n
<\/p>\n\n\n
Related Articles<\/h2>\n\n\n- Experience Is Experience Is Experience<\/a><\/li>\n
- What Are the Different UX Career Options?<\/a><\/li>\n
- How to Get Real-World UX Experience without Going Back to School<\/a><\/li>\n
- Designing for Inclusion & Accessibility: The Giant List of Use Cases<\/a><\/li>\n
- How Product Management & UX Work Together<\/a><\/li>\n<\/ul>\n\n\n
<\/p>\nI love this email so much, I show it to everyone. C’mon, when your customers do something big and momentous, you celebrate it and recognize their effort. The adorable graphic is packed with all sorts of charm.<\/p>\n
<\/p>\n
Why These Emails Are UX-Awesome<\/strong><\/h2>\nTo recap, here are all the things I love about these TurboTax emails:<\/p>\n
\n- Great use of illustrations<\/strong>. The graphics aren’t there just to fill space, but actually communicate a message.<\/li>\n
- Fantastic use of negative space<\/strong>. As I always say, “negative space creates focus.”<\/li>\n
- Minimal copy<\/strong> with a positive attitude. “You did it!”\u00a0is a great example of an upbeat, customer-first\u00a0tone.<\/li>\n
- Clear next steps<\/strong> that are actually called out as “next steps.” Literal always works.<\/li>\n
- Straightforward\u00a0calls to action<\/strong>. While I wish there was only one main CTA per email in the third example, they do a nice job of making them prominent and purposeful.<\/li>\n<\/ul>\n
For me personally, I prefer the emails with illustrations over the ones with (stock?) photography. The illustrations feel more on target with their brand.<\/p>\n
I still have my TurboTax emails from last year. Compare the before and after:<\/p>\n
<\/p>\n\n\n
Related Articles<\/h2>\n\n\n- Experience Is Experience Is Experience<\/a><\/li>\n
- What Are the Different UX Career Options?<\/a><\/li>\n
- How to Get Real-World UX Experience without Going Back to School<\/a><\/li>\n
- Designing for Inclusion & Accessibility: The Giant List of Use Cases<\/a><\/li>\n
- How Product Management & UX Work Together<\/a><\/li>\n<\/ul>\n\n\n
For me personally, I prefer the emails with illustrations over the ones with (stock?) photography. The illustrations feel more on target with their brand.<\/p>\n
I still have my TurboTax emails from last year. Compare the before and after:<\/p>\n
<\/p>\n\n\n