If you're familiar with the Visual Supply Company (or VSCO, as they're more commonly known), then you probably know them for their popular mobile app for editing photographs: VSCOcam. In fact, due to the mobile-centric nature of their product, many people don't even interact with VSCO in any other environment—something I got to thinking about when an email from them arrived in my inbox, last week.
Heralding the arrival of their new 4.0 update, the email is not only important, but also relevant in a rather meta manner. Starting with the subject line, the email plays it cool. "Introducing VSCO Cam 4.0 for iPhone and iPad," it reads. The new update brings cross-platform functionality to the ubiquitous platform, adding sync and support across all iOS devices (iPad was not previously supported), as well as Android. The theme of the email is "All Together," a message that resounds in their other media, as well. Maintaining a consistent voice across all customer-level interactions is a simple, yet highly-effective way to impact users in a way they might never even realize.
Jeremy Zimmerman is the editorial assistant at Direct Marketing IQ. Reach him at email@example.com.