I get these automatic alerts whenever Zappos gets new ugly shoes (I’ve blogged about my fondness for ugly shoes before). Anyway, I just noticed they changed their email alerts format from plain text to HTML.
Read the bullet points. Particularly, #2 and #5:
When you’re writing your emails (especially automated inventory alerts like this one) you can get away with boring, functional, corporate writing and nobody will mind. But can you get away with sneaking in a little fun? That’s a lot more challenging imho.