Black Tomato – 2017 at Black Tomato…
Here’s a great example from Black Tomato, the luxury and bespoke travel brand, of how to engage with your readers. In an email that’s not trying to sell a service they take a look back at the year for the world and for the team at Black Tomato, now you might think it’s a little self indulgent… but they go on to tell you about the proposals, dinners and helping reunite people with the passports that they’ve done in 2017 to help their clients, which could only be achieved by a team who care, and that’s what they’re showcasing.
The design is striking, highlighting some of the bigger news stories of the year including heart-warming tales, some social media trends and ending on a more optimistic outlook for 2018, despite a year in which natural disasters and terrorism were more frequently in the news.
The next section focuses on the people who make these bucket lists a reality and what they’ve been able to accomplish, and it’s finished rather nicely with a summary of how they’ve been able to surprise and delight their customers.
The email is finished rather nicely wishing their readers a very Merry Christmas and all the best for a happy 2018. All in all a refreshing email that’s lovely to see.