Working in advertising, I sign up for a wide array of competitor emails to keep an eye on trends, interesting strategies and clever ideas. A lot of these emails slip right by me (I can rack up close to 200 in a week if I forget to clear my inbox) but sometimes they’ll catch my attention – and some, like this one from eyeglasses retailer Warby Parker, I just have to share.
Warby Parker is a boutique eyewear retailer that offers stylish eyeglasses at just $95 a pop. It sounds like there might not be a lot to that story, but Warby Parker really differentiates itself with a strong, fun brand. The copy on their site is clever, the photography is clean and interesting, the design is sleek and simple, and their social media presence is very strong.
The email I got yesterday caught my eye because it doesn’t do any selling – it just directs customers to this interactive “Annual Report,” which tells the story of Warby Parker’s year through data like:
- Average number of false fire alarms per week (2)
- Office lunches by the pound
- Number of monocles sold (296)
- Total bagels devoured at weekly full-team meetings
I’m posted a few more shots below showcasing the great design and graphics that illustrate the report, but do yourself a favor and read the whole thing. Maybe it will even make you want to buy some glasses.