Website: American Express Subject Line: Your August Business Newsletter Date: Wednesday, August 25, 2010
I'm interested in three things Amex did with their Business Newsletter:
(1) The preheader: "How to be ready when recovery comes." I think it's interesting that they chose to lead with such a powerful hook. (2) The single-column format: Some older smart phones break two-column HTML. (3) The preview pane message: I like that they used a large type size and a strong call-to-action on a field of generous white space to bring their statement of purpose and call for feedback to the fore.
Website: Apple Subject Line: Apps and more for your iPad. Date: Thursday, August 19, 2010
I'm always impressed with how Apple uses white space and a handful of color fields -- rather than line -- to pocket information bytes. They manage to include no fewer than a dozen stories in this one email message without stretching (or stressing) a subscriber's attention.
Website: Barneys New York Situation: Preference Center Update Confirmation Page Date: Wednesday, August 12, 2010
I love to see companies that look for every opportunity to surprise and delight their customers. Here, Barneys created a cute "thank you" experience for those of us updating our email preference center profile.
It's a little thing, but that's where the difference lies.
From: Kate Spade Subject Line: a father's day gift guide from jack spade Date: Friday, June 4, 2010
Leave it to Kate Spade to come up with a fresh, fun way to feature products! It's so cute, I had to click through to the website (even though I already bought my dad a present). And, I always love the "gifts under..." option, so I don't waste time looking at products out of my price range.
From: Nike Subject Line: Running with Purpose Date: Tuesday, March 8, 2010
As I was cleaning out my inbox the other day, I came across this Nike email that immediately caught my eye - with the images disabled!
What a great trick to use background colors to make this email pop when images are turned off. When I turned the images on, the images matched their background colors!
Nike could do a better job with the alt tags, but otherwise, a job well done!
From: HR Baby&Child
Subject Line: Set Sail With Our Marlowe Panel Bedroom
Date: Thursday, May 27, 2010
The text overlaying the light and dark parts of the background images makes this otherwise lovely email tough to read. Chad White posted a great Email Insider article the other day about how email designs are neglecting the needs of Baby Boomers - your biggest spending force, usually - by not having readable text. Other readability issues to watch out for include too-small text, low-contrast text and full caps. Make sure that people aren't missing your message just because they can't read it!
From: JCPenny Subject Line: $4.99 Shipping! Make A Splash This Summer Date: Thursday, May 20, 2010
From: Ann Taylor Subject Line: Ann Taylor & InStyle Present Wear-To-Work Chic Trends + Enter For A Chance To Win A $500 Ann Taylor Gift Card Date: Friday, May 21, 2010
From: The Limited Subject Line: SAVE this Memorial Day Weekend With These Special Offers, Going On Now! Date: Thursday, May 27, 2010
I've noticed a new design trend: diagonal text. It can really add interest to a design when used properly. My suggestion is to keep text to a minimum and make sure the fonts are simple and large for readability. I also recommend only using this tactic on headlines while keeping your body copy HTML text to avoid images disabled issues.
Subject Line: Beach-bound outfits. Date: Thursday, May 13, 2010
Subject Line: Outfits, at once utilitarian and sweet. Date: Wednesday, May 19, 2010
Subject Line: Frills and florals for your feminine side. Date: Saturday, May 22, 2010
Anthropologie has updated their look. New elements include a script headline, color splat, faded typewriter text and a broken up hero image. While the designs are nice to look at, I find the headlines difficult to read. Also, none of the fonts are HTML fonts, so images must be enabled in order to read the email. Is it worth having a great design if it means more work for your subscribers? I'd love to get other people's opinions, share your thoughts!
From: The Container Store
Subject Line: Have a summer camper? Send them packing in organized style
Date: Wednesday, May 12, 2010
When you think about summer shopping, The Container Store probably isn't the first destination that jumps to mind. This email is an awesome example of a brand finding ways to stay relevant to the summer season without offering bathing suits or vacation packages. Their tips for campers add value for the subscriber beyond the products and carve out a place for The Container Store in a parent's mental catalog of summer resources. In addition, summer is the perfect time to try out fun and risky layouts like this one - people are looking for fresh stuff and more open to your brand's playful side.
From: west elm Subject Line: Tips for decorating with confidence Date: Friday, May 7, 2010
I love that this email was not about the hard-sell, but instead provided helpful designing tips to subscribers. If you can inspire your subscribers to imagine how your product can benefit them, your job of selling will be a lot easier.
The tips were short and to the point, which was great. To inspire click-through, the email showed a teaser of three tips and provided a link to see all ten. The actual design of the email was also nice and light and had great flow.
The landing page also tied in nicely with the email design. One thing the landing page could have used: rollovers on the room images with product names/prices and the ability to link to those products.
I received quite a few Earth Day emails this year, but this one, from retailer Uncommon Goods, was by far my favorite. It's clean, cute, and smart in its design, and it manages to carry the Earth Day theme without coming off as preachy. I love how the little pictures lead the eye through the email, simultaneously adding visual interest and keeping the emphasis on the letter itself. And check out the handmade-paper textures used in the backgrounds!
The other thing I love about this is that it's totally genuine. Rather than saying, "Happy Earth Day! Buy this t shirt," Uncommon Goods makes the subscriber see the different ways in which the company is taking environmentalism seriously, and to great effect. The copy is simple, helpful, and unforced. I feel like this company cares about sustainability 365 days a year, not just when they can build a sale around it.
From: Teva Subject Line: Last Chance for Free Shipping - Ends April 26th Date: Monday, April 19, 2010
Is it just me, or does this email look really morbid? The dark shadow over the free shipping copy (in all caps), the dangling feet and the rope - is this a crime scene or a good offer? It kind of creeps me out. Did something bad happen to this man who didn't take advantage of the free shipping offer? Yikes. Okay, okay...I can gather that this man is rock-climbing, but I think Teva could've used a different image with the man's feet actually touching the rock.
Other than the image, there are other things bothering me with this email. I opened this in my Gmail account and was sad to see that the main CTAs and footer have broken away from the design a bit (maybe they're making a run for it). The navigation bar needs some work but really, the entire email just sends chills down my spine. I can see what Teva was going for - it's spring, it's time to get outdoors and enjoy this offer! But maybe next time, it'd be better to show something a bit more... lively?
From: French Connection Subject Line: Introducing the man Date: Monday, February 15, 2010
I'm not sure if anyone else has seen the new French Connection campaign, "This is the Man" or "This is the Woman?" Well, I can't seem to get away from it. It's constantly interrupting my music compilations on Spotify with 10 second online ads. Had a catalogue delivered? I see it on the tube, when I walk past the local store and have been receiving weekly emails. These guys know what they are doing. I would strongly advise everyone to sign up. They not only look really cool, but they engage with the customer, constantly driving them to the site and making it interesting and relevant.
The use of a scruffy looking and ungroomed guy wearing really crisp modern clothes makes for some interesting black and white photography. By telling us the story of "This is the man," using an over the top French accent, French Connection has managed to deliver one of the most intriguing and coolest campaigns I have seen for quite some time. I almost don't want to say too much about it and let you decide for yourself.
From: Diesel Subject Line: The exclusively limited Be Stupid t-shirts (hesitate and you are lost) Date: Monday, March 15, 2010
Diesel always inspires me creatively with their great visuals and humorous, thought-provoking headlines. I usually enjoy their approach across all channels. So, when I signed up for their emails, I was curious to see what they would do, but more importantly, say.
I wasn't disappointed! Visually, I love that they have the model imagery flipped with the headline, overlaying the most direct message, "Buy now and enjoy a regret free life." Because they did this with such a cool looking creative, they can easily get away with being so cheeky. It's cool, witty, and very current.
From: Victoria's Secret Subject Line: This Just In - New Savings on 40+ Bra Top Dresses. Plus, Free Shipping. Details Inside. Date: Wednesday, March 24, 2010
I must be getting older, because I find reading emails getting harder and harder. The use of light grey font to "de-prioritize" content you don't really want to call attention to always makes me wonder what is being hidden from me. Seldom does this inspire action; this treatment is an engagement preventer. Now, I understand wanting the main offer and body of the message to be where the eye is drawn, but I question whether it really makes sense to hide links with this treatment. Let's look at all the links with this treatment in this recent VS email:
View on mobile or web browser
Catalogue Quick Order
Forward to a Friend
Find a Store
Angel Credit Card
Order Status
1-800 Phone Number
Facebook Social Share
Unsubscribe (shame shame shame)
I would think most marketers would want readers to take action on links like these, not prevent action. To be fair, they aren't really hidden, they are just hard to see. By utilizing the light grey fonts on all the links listed above, what VS is telling me is, "please don't click these." I wonder if it wouldn't have made more sense to take them out all together rather than make them hard to find. The one I really have the problem with is obvious, you should never make the unsubscribe link hard to find, or your readers might instead use the dreaded "report as spam" button.
Did you know that more and more retailers are simply clicking the Spam button to unsubscribe from email lists? Not a good trend for the health of our email programs, by any means. So what's a retailer to do? Read the latest report from Chad White. Highlighting examples of the good, the bad and the downright ugly, this in-depth study will help you whip your opt-out process into shape. It examines the unsubscribe experiences at 100 top online retailers - covering everything from unsubscribe instructions in emails, to opt-out page components and confirmations, to the honoring of unsubscribe requests.
From: The London NYC Subject Line: A Suite Spring Escape - From $279 Date: Monday, March 22, 2010 8:37 AM
When I visit New York, I like to stay at The London NYC. It's chic without being scene-y, and the rooms are cool without being uncomfortable. The suites I've stayed in are covered in a wallpaper much like the background of this email message. I like that The London brought the print into the creative; the detail brings me into the hotel even before I book my next stay.
From: Anthropologie Subject Line: Rooms with a view Date: Saturday, March 20, 2010
Leave it to Anthropologie to come up with this quirky, fresh and unexpected design. It's like a breath of fresh spring air delivered directly to my inbox. I absolutely LOVE how the products pop off the cardboard backgrounds in the hero. That said, there are a few tweaky things that stick out to me. The shop links are perfectly placed albeit they're not the strongest calls-to-action. IMHO, clear and direct would have been a better way to go. The soft language and style of the links make them appear as part of the editorial copy vs. shop now entry points.
I'm a fan of the "papered planes" secondary message because it's really clean and a nice complement to the busy hero. (Notice the clear and direct CTA: Shop Wallpaper. That's what I think would have worked better in the hero). But the layer-cake effect with the bottom messages feels disconnected from the hero, even though the headline is "Home in 4 Levels".
The landing page goes for a "shop this room" approach that groups bedding, furniture, lighting and curtains together so you can literally select all the items in that room that you like. I guess it would have been cool to see that approach translated into email somehow vs. going with the looooong scrolling design.
From: Gilt Groupe Subject Line: Your Thompson London Order Date: Monday, March 15, 2010 12:10 PM
From: Gilt Groupe Subject Line: Our apologies Date: Monday, March 15, 2010 2:08 PM
OK, so Gilt Groupe made a mistake; I didn't order the cuff links. (Sorry, Aaron!) Apology emails are good, we get it. What I'm more interested in with these messages is the treatment of the email background and preheader text. The dark grey background and even darker grey preheader type makes these more functional messages feel like the pop-up windows appearing before a dimmed background, like those one can create on web pages using jQuery. I like that these utility messages feel similar to how they might if they popped up on a website.
From: Virgin America Subject Line: Next up: Orlando Date: Thursday, March 18, 2010
There are so many things I love about this email. Let's start with the subject line, Next up: Orlando. In just three words, Virgin America has told me that they've added a new route as well as what the new destination city is. Brilliant. Next let's talk about the clean and simple email design. The use of white makes it easy on the eyes. It's not cluttered. And everything is organized in a way that's easy to scan. Dreamy. Now onto the words. The copy is succinct and informative. Nothing is screaming at me (notice the lack of exclamation points!!!). And best of all, rather than take the boring route with a button that says "book a flight" they had some fun. "Grab a Seat" is the perfect example of how buttons can have some personality AND be directive at the same time. Another noteworthy addition is the juicy "Tweet This" button sitting front and center above the fold. I haven't seen anybody else do it quite like that. Clicking on the "Tweet this" button landed me right in my Twitter account with my tweet already populated for me. And it went a little something like this: @virginamerica Next Up: Orlando. Starting August 19, fly from San Francisco or Los Angeles. http://www.virginamerica.com/flights/orlando
From: CB2
Subject Line: Spring ahead of the times with CB2
Date: Tuesday, March 8, 2010
I love how CB2 takes advantage of daylight savings to market their clocks. Not only are the clocks fun, but CB2's use of books to provide the background color is both visually appealing and appropriate for the product.
The simple copy makes the message seem almost like a public service announcement (which I like - it's so timely...). All the elements come together for a unified, relevant message.
Even with this email, however, I totally forgot about daylight savings until 11, which turned out to be noon. Oh well. They tried.
From: DKNY.com Subject Lines: Various Date: Monday February 1, 2010 - Monday, March 1, 2010
DKNY seems be stuck in a design rut. Since summer of 2009, I've been seeing a reoccurring trend in their designs (an image of a group of girls taken at the same distance & camera angle, paired with a headline). Every now and then they'll throw in a different email like a sale message or something for purses, but overall the repetitive design style has lost my interest. I might suggest trying some new & creative imagery, having the girls break out of the grid, adding in some color or additional imagery or trying a new template structure.
From: BananaRepublic.com Subject Line: Chino goes chic-every day of the week Date: Tuesday, February 16, 2010
I really like the originality of this design. The partial image with an arrow to "See More" really grabbed my interest.
It can be difficult to think up new ideas for email. When the "horizontal scrolling email" was introduced everyone thought, "Why didn't I think of that?!" I urge you to find your own unique ideas and styles. Set yourself apart and watch user engagement soar!
From: MobileMe Subject Line: MobileMe account notice: update your credit card Date: Monday, February 8, 2010
Technology is not my friend today. It all started at 6:30 a.m. with this email from Apple MobileMe. Apparently, my credit card on file had expired, so they needed me to update it on my account. Okay, no problem. But, um, how about a link to my Mobile Me log-in page? No? Too much to ask? Just a button? An underlined word? Heck, I'd even settle for a clickable logo. I found some small links at the bottom, but none of them specifically said 'GO HERE TO UPDATE ACCOUNT'. Making your subscribers do the work is not the way to get them to spend more money with you. Especially with a service-oriented feature like Mobile Me, which is supposed to make my life on the go easier. Sorry, Apple. This one was a major miss for me. On a positive note, I love the headline and the body copy. It's short, sweet and friendly.
Follow-Up Note: Stefan Pollard, our resident strategy genius, offered some interesting insight that I think is important to share. (See below) One thing that's interesting is that AT & T includes a button in their "your bill is ready" emails, so I guess it really is about the individual company and what they're comfortable with.
"Some financial institutions will provide links to "sign in", others are
afraid to do so. What often makes the difference is the brand and the
likeliness of being attached by phishing and fraud. The bigger the
brand, the more likely they become a target and many FI's will include
language that says they will never ask you for information or to log in
directly, but rather simply remind you to visit their home page. This
works well if you provide a URL that isn't tracked by your provider so
it is fully branded. Consumers have learned to mouse over images and
links to make sure the destination matches the target for protection."
From: Apple Subject Line: Fitness made fun with iPod and iPod gear. Date: Wednesday, January 13, 2010
From: Apple Subject Line: Sounds like love. Give iPod this Valentine's Day. Date: Sunday, January 31, 2010
There's no doubt that Apple has AWESOME design sense. Every email I get from them is breathtaking:
They use vibrant, crisp and creative imagery
Their newsletters have a great sense of flow and balance
They're often using new creative treatments like having their images break out of the grid
They include interactive/eye-catching treatments like ratings and videos
They're not always about the "Hard Sell" -- Apple "Adds Value," as we would say at Smith-Harmon, by providing informative content with "Did you Know" sections
They optimize for viewing without images by using HTML text in the majority of their emails
But have you noticed that they're missing a few key best practices? Such as:
A preheader
A View this Email with Images link
Social/Sharing Options
I think a few of those small tweaks could show even more activity for them. But awesome job Apple, you are an inspiration!
From: kate spade Subject Line: i resolve to wear out my passport Date: Thursday, January 7, 2010
From: kate spade Subject Line: i resolve to sing in the rain Date: Thursday, January 14, 2010
Simple, clean and fresh. What a perfect way to start off a new year. Kate Spade is carrying this "i resolve..." handle throughout all their emails this month and I love it. Everything about this email gives me room to breathe. From the photography to the typography, and the free shipping top promo to the social footer. My fave is the "i resolve to sing in the rain". Given that I'm practically rowing a boat to my local coffee joint because of all the rain, the timing on that one was perfection. My only gripe is the landing page experience. When you click on the "Shop the Collection" link, it takes you to a pretty little landing page with a few rain essentials... and a few randoms (why is there a necklace on this page? is it waterproof?). Wish they had more of a selection to really tell the rainy day story. They have two jackets, one boot, two bags and an umbrella. Makes me wonder what a Macy's or a Piperlime or a Nordstroms could do with this type of story, since they have so much more to choose from.
From: Email Experience Council Subject Line: Happy Holidays From the eec & Smith-Harmon - 2 Gifts Inside Date: Thursday, December 17, 2009
I try not to get high on my own supply, but check out this
AWESOME horizontally-scrolling, animated email the team here at Smith-Harmon created in partnership with the Email Experience Council! Shoutout to Ali Swerdlow of the EEC, and to S-H team members Sara Zin and Raleigh Briggs for bringing holiday inspiration to the inbox!
Speaking on which, get inspired about email in the new year! Sign up for the EEC 2010 Email Evolution Conference >
Get $200 off when you use the code HOLI by December 31. I'll see you there!
From: Fresh Pair Subject Line: The 12 Thongs of Christmas + Shop Our Biggest Sale of the Year Date: Friday, December 9, 2009
I want to thank the Smith-Harmon team for building a great blog and allowing us to contribute. It's an honor.
I don't know about you, but I have a ton of emails pouring into my inbox right about now and it takes a lot to get me to open them. The subject line of this particular email made me smile, but more importantly, it got me to open it. 12 thongs of Christmas is a funny theme and it definitely made me want to find out more - isn't that the perfect formula for a winning subject line? 80 percent of respondents decide whether to click the "Report Spam" or "Junk" button without opening the actual message, while 69% base their decision on the subject line. (Source: A survey conducted by the ESPC and Ipsos).
Once I opened the email, the theme and the copy "Getting a little cheeky for the holidays" made me laugh. I'll admit the ornaments in the wreath are racy - and the landing page made me blush - but my level of engagement was up. I would have posted this to my Facebook page, had Freshpair included a SWYN (Share With Your Network) option next to their other social options in the email. I really wanted to talk about this email, so I forwarded it to three friends instead.
Another feature that I really like about this email is how Freshpair created a sense of shopping urgency, and then anticipated my questions about shipping dates for getting my order processed in time for Christmas. Contact information for their Customer Care Specialists is also very easy to find.
I'm looking forward to the next Freshpair email. :)
From: Staples Subject Line: Check out our new look! Date: Monday, December 14, 2009
I just can't decide if the timing on this email was a hit or a miss. On the one hand, it offers a break from all the holiday madness hitting my inbox. And since Staples isn't exactly where I do my gift shopping, maybe it was smart to offer a breath of fresh air that doesn't scream HOLIDAY. On the other hand, by sending this email during peak holiday times they run the risk of people overlooking it completely as they search for FREE SHIPPING, SAVE, SALE, etc. etc. Starting out the new year with a new look would have made so much sense. Especially as people get back to the office and realize they need more post-its, pens, folders and what not.
Stepping back from the timing debate, I think the design and copy of this email are stellar. I love the simplicity and easy-to-see callouts that point to the new features. Best of all, when you click on the Visit Staples.com button, you're taken to the homepage where the first story you see supports the new look messaging. I heart follow-through.
From: Mileage Plus Subject Line: Happy Holidays from Mileage Plus Date: Saturday, December 12, 2009
Always glad to see a holiday greeting, and always happy to find fun animated GIFs in the inbox like this one from United: Look mummy, there's an airplane up in the sky > (Cue Pink Floyd Laser Light Show)
When is a rewards account not a rewards account? Answer: When it's a drive to get email address-only users to register for a full customer account. At least this is the approach Moosejaw took with this email. Not only am I a big fan of their brand, I also love their style and tone of voice. It couldn't be more friendly and funny, very much the email I'd like to go down to the pub with (Yes, I'm from the Responsys UK office in London!).
What struck me the most when I got this email was that I didn't know I had an account at Moosejaw! This could be a negative feeling - was the message sent to the wrong person or was it a phishing scam? Curiosity got the better of me - I clicked through and attempted to log in. I was then taken to a "Create a password" page and that's when the penny dropped. I wasn't going crazy. I really didn't have an account, but this email had engaged me enough to click through and half sign up for one. Some may think this is sneaky and the average consumer may not be fooled so easily. I personally love it. Plus, there are reward points waiting for me in my new account driving that ever-important first purchase.
This email doesn't have much of a design, which is a shame. This is true of all their programs and emails I have seen. There is an argument for keeping things simple, but with this email, Moosejaw missed an opportunity to enhance their wickedly humorous copy style with visual flare to attract attention. It is possible that this was a deliberate attempt to draw more attention to the copy - but in a rare twist, where most online retailers NEED a full-time copywriter on their email team, Moosejaw NEEDS a designer.
From: MGM Grand Subject Line: Tweet your sins for a free night at MGM Grand Date: October 28, 2009
Been meaning to blog about this one since... October 28. Don't let my tardiness in posting it tarnish the brilliance behind the idea. LOVE the clever use of Twitter here. The subject line absolutely draws you in and the fact that Las Vegas is involved makes it that much more tempting. Being the angel that I am, I confess that I didn't tweet my sins, so I can't speak to the total experience. However, I do think this is a really interesting approach to integrating social in a whole new way with your email program. On the best practices front, this email has some work to do, but the concept is sinfully genius.
From: Martin + Osa Subject Line: All Sweaters 50% Off Now Through Sunday, December 6 Date: Thursday, December 03, 2009
After my recent post chiding Kohl's for its imprudent use of a brightly colored background, I thought I'd offer a more pleasant example. This email from Martin + Osa takes the same simple approach as Kohl's--solid background, large headline, one message--but look what a difference a little texture makes. Don't you love the subtle sweater pattern? A well-done and simple photograph like this turns an otherwise rote email into something special by introducing a sensory aspect. As an added bonus, it's a perfect way to get more mileage out of your creative. In this case, that pretty orange isn't just a nice background; it actually echoes the message of the email.
From: Papyrus Subject Line: 20% off Custom Printing + Friends & Family Sale Days Date: Thursday, November 26, 2009
This is one of the most beautiful emails I've received so far this holiday season. I love how Papyrus took a monochromatic color scheme and turned it into a piece of art - red is so stylish in this email design. What really grabs my attention is how the color gradient fades so you can read the copy clearly. The rest of the image speaks for itself - it's the holidays, aren't you excited about those gifts?
At first, I thought this email was too good to be true. However, after digging a little deeper, I started to notice that there are some confusing features to this promotion. First of all, the CTA doesn't take me to a store locator - instead, I arrive on the company homepage. (And frankly, it's not as visually stunning as the email). Second, why is the model practically stepping on the promo codes? I would expect to see this prominently displayed in the main message. These are very important pieces of information vital to the functionality of this email as a printable coupon and an online discount.
Finally, the lack of a second CTA to an online sale makes me wonder if the folks at Papyrus are using this email to push customers to go out and visit their stores. It's a good test, but if this is the case, why offer an online sale when there is hardly anything directing you to it?
From: Gilt Groupe Subject Line: Valentino Pret-a-Porter, Jonathan Kelsey, Jewelry by Isharya Starts Today at Noon ET Date: Wednesday, November 25, 2009
If you like beautiful things and you don't already get emails from Gilt Groupe, you should. Shouldn't. Should. Shouldn't. Should...
As an industry person, I like the mails for two primary reasons: (1) They are able to both maintain a glossy image and promote relevant content within a templatized vehicle format. I don't know how many hours marketing and brand folks argue about the impossibility of brand value retention and templatization peacefully co-existing. Here they do. (2) They've developed a super superfooter. The "ALSO FROM GILT GROUP" zone wraps up viral and cross-channel drivers, while the "UPCOMING SALES CALENDAR" keeps designer druggies anticipating their next score.
As a person person, I am totally obsessed with the photo of the kitten with the bracelets. It makes me want to put chandelier earrings on my cats.
From: Kohls.com Subject Line: FREE SHIPPING. 3 Days Only! Date: Thursday, November 19, 2009
From: J.Crew Subject Line: INSIDER SALE reminder. Ends tomorrow. 20% off your order of $150+. Date: Tuesday, November 17, 2009
From: Lands' End Subject Line: Up to 65% off + Free Shipping: in-season Overstocks Date: Tuesday, November 17, 2009
I'm a little confused, Kohl's. What is it you're trying to tell me?
Just kidding.
This email brings up an interesting question. We all know large headlines and colorful graphics are best practices for email marketers. But is bigger and brighter always the way to go? Not necessarily. This Kohl's email, for example, does violence to my eyes, and that's not good. The message itself is fine--free shipping is a great angle for the pre-holiday season--but between the neon background, the huge text, and the animation, I feel like I'm being yelled at.
So let this be a cautionary tale: if you're going to go the "one box, one message" route, don't overdo it. J Crew puts out great one-message emails that use rich (but viewable) colors, classy typefaces and just a smidge of clever banter to get their message across without the virtual bullhorn. Similarly, Land's End uses a dark background to make their text really pop. Maybe Kohl's could take a pointer from these two companies so their next email doesn't have me reaching for the Excedrin.
There's no lack of love for Anthropologie on this blog, but this gift guide in particular is really nicely done. I love the dimension created by the combination of art and photography and the way each tumbles over the other. Everything about the design of the email is fresh and, indeed, marvelous. I love how they've redesigned the little Twitter and Facebook icons at the bottom so they fit with the look of the email.
Another thing I appreciate about this is that it avoids Christmas clichés that, come November, seem to multiply like fruit flies in my inbox. After so many "Tis the Season" and "Holiday Cheer" emails, it is refreshing to open a beautifully designed email that takes a different approach. There's nothing wrong with seasonal advertising, but isn't it nice to see an ad that imagines a world where you give gifts just because you want to?
From: Anthropologie Subject Line: It must be October. Date: October 1
It must be October. What a clever subject line. It's so simple, so relevant, and so unique. I've been meaning to blog about this email for a week now! I know I sing Anthropologie's praises on a regular basis, but I just can't help myself. I'm addicted and I'm not the only one. Just this week I got a text from a friend that said: "Someone needs to do an intervention. At Anthropologie!! Help!"
The simplicity of this email's design and copy draws me in. Starting with the image, it supports the catalog creative brilliantly (check out above). And the copy: "Thirty-one days of craving, the cozy, the rugged, the refined" supports the subject line perfectly and creates a true story. Their call-to-actions are equally as beautiful, and the addition of the "Browse our October catalog" CTA presents a fantastic opportunity to engage their subscribers in an interactive way. Many online catalogs are clunky experiences, but their landing page is seamless.
What I was REALLY surprised to discover is that when I typed "boots" into the search box at the bottom, I was taken to a landing page with... boots! Instead of landing me on the homepage where I could retype my search word, they actually delivered on the promise. How novel.
From: ENTERTAINMENT WEEKLY Magazine Subject Line: AMY, welcome to our EXCLUSIVE subscriber program!! Date: Monday, October 5, 2009
This email failed on many levels. Overlooking the lack of design, the first thing I noticed was the single graphic: a Rush Hour 3 movie poster. Immediately I was confused why I was being emailed about a movie that was released over two years ago. When I read the copy it went on to mention even more movies that were long passed. The idea was to get me to register for an Advance Screening Program and was using these, out of date movies, as examples of the types of movies I could be seeing with this program.
Relevancy is VERY important in email to pull in subscribers. Would it really take that much time to update one image and one line of copy to make this offer more current? Sadly, this wasn't the end of my disappointment... as a fan of movies, this is an offer I potentially might be interested in, however, they failed to provide any type of link to actually register which was the entire point of the email.
If I had to think of something nice to say about this email, at least they took the time to include my name in the subject line and email. Although their subject line does "welcome" me to the program which sounds more like I'm already enrolled rather than an offer to sign up.
From: Modcloth.com Subject Line:Take a look, at our new Fall Coverings! Date:Wenedsday, September 30, 2009
I totally fell in love with this email. First of all, I feel like I must have nearly each individual item featured here! Next, I love the way the email is organized in sections with each outfit featured in those adorable frames, as well as the individual products needed to support the ensemble. Finally, I love the overall style of this email with it's dainty girlishness. Irresistible!
From: Bliss Subject Line: a gift from the 'youth' fairy Date: September 30
In recent months, I hadn't been in love with Bliss marketing stuff like I used to be. Until, I got this email. My love affair is rekindled. Eternally on-brand with their messaging and imagery, the subject line pulled me in and the creative delivered. It's a little too cutesy for some people, but I do love the copy: Feeling cynical? Check out the clinicals! Including customer survey results when they're as impressive as these numbers are is a smart way to backup your story. The secondary messages also fit nicely into the overall design package, making this email one of my top five faves for the month of September. Now, if they would only tap into their preheader potential.
From: The Zoe Report Subject Line: Ain't No Jeans Wide Enough Date: September 28
I am an admitted Rachel Zoe Project addict. I can't get enough of the fashion antics and celeb appearances. If you haven't seen this decadent indulgence, check it out on Bravo. In the meantime, let's talk about Rachel's daily emails. As far as blog-type newsletters go, hers just rock. IMHO.
Glamour shot aside, what I love about the emails is that they truly read the way Rachel talks, complete with her fave fashionisms and all. Why is this such an important thing to note? Because it feels like a conversation. As an occasional ghostwriter myself, it's also worth noting that there is a chance that Rachel is not always writing these on her own, and understandably so. She's a busy gal with a lot on her plate. So the coup d'etat here is that if a copywriter is penning these precious gems, she (or he) is a writer who truly understands voice and how to carry it through. Love that.
I'm also drooling over the clever FTAF language: Glamour is contagious. Share with friends. See, SWYN doesn't have to be boring.
I've always been blown away by the way designers bring copy to life. The way they think is completely different than how I think. I think in black-and-white word docs; they think in color, color, color. Bringing these two ways of thinking together is what creates the perfect email.
Coach put a fresh step in my inbox with this newsletter. At first glance, I loved the way they gave the product silos in the hero some breathing space by not confining them to a box. That said, it also felt like too many tricks in one bag. To get the real scoop from a designer's POV, I enlisted Amy Hamilton, SH designer extraordinaire, to help me out with the 360-degree look at the creative.
Here's what she said:
My first thought when seeing this email was, WOW COOL, this is different! I immediately noticed the overlapping text, colors and imagery. Coach is definitely creating a style here.
However, after the initial WOW factor wore off, my eye wasn't sure where to go. The hero copy and right rail copy seemed to fight each other, and the lower half of the email felt a bit cluttered. The call to actions also fell pretty far below the fold. While this email has some nice and inventive approaches, I think it could use a little more focus. I would suggest:
Move a call-to-action above the fold
Create a primary message focus by expanding the hero image through to the left rail, or by bringing down the font size in the left rail so it's more obvious that it's a secondary message
Use a unified headline and copy treatment (as well as HTML text for body copy)
Clean up a bit of the cluttered imagery at the bottom
From: Saks Fifth Avenue Subject Line: Harper's Bazaar picks Spring's best only at Saks Date: September 23
On the heels of Fashion Week, this email couldn't be more perfectly timed or perfectly designed. I love that they avoided the boxy grid and messed things up a little. It has a fluidity to it that feels fresh. The copy is short and compelling, the call-to-action is clear, and the way they handled the partnership aspect of this email is really classy. Love how the Harper's Bazaar logo looks like it's actually part of the headline vs. being tacked on in an empty space. The secondary bonus message works really well in this email, too. Rather than go with a traditional boxed-in promo, they added some grit with a torn piece of paper.
Best of all, the landing page didn't disappoint. It was clean and compelling, highlighting the top five trends and giving me Glenda's take on each. And even though we're headed into fall, I could still shop each spring trend if I was so inclined.
Overall, Saks has definitely stepped up their email game by mixing product-focused messages with dedicated emails featuring editorial content, as you can see here and here. As a copywriter who believes there is always a story to tell beyond Free Shipping and SALE, I love it.
From: Shutterfly Subject Line: Get bright ideas for the holidays and more Date: Thursday, September 24, 2009
I have to say I love this newsletter from Shutterly.
Visually:
It has a light & airy feel (which can be difficult with the amount of information packed into this email) with a punch of well-chosen colors. The imagery is well placed to draw the eye across and down the page. The content is engaging with a variety of topics from video and iphone apps to holiday reminders and coupons.
Best Standards:
It also hits the mark for email best standards with... -- A full preheader of standard options (See Chad White's reportlet on popular preheader elements) -- HTML body text -- Alt tags on graphic headlines & images --Standard newsletter "In this Issue" (table of contents) located above-the-fold --Website navigation in the header --Legal footer & opt out information
My Suggestions: --Try the navigation in HTML text --Use a standard button treatment throughout --Try using the space at the bottom (where the header is repeated) as a recovery module with additional link options.
From: Saks Fifth Avenue Subject Line: Boots, Boots, and more Boots Date: September 19
From: Piperlime Subject Line: The season's "it" boot + the top 10 fall trends Date: September 15
From: Nordstrom Subject Line: Hot Boots Under $100 | Last Chance for Triple Rewards Points (Details Inside) Date: September 19
The Saks subject line pretty much sums it up: Boots, Boots, and more Boots. About this time every year, my inbox is inundated with the must-have boots of the season. Just check out these three emails I received in the last week. Hands down, my favorite is the Saks email. It's the only one that gives me a full-on view of the breadth of their boot collection. And I really like the fact that they kept it pure, without a secondary message for this one.
Piperlime always has great copy and photography, so I kinda wish they'd shown more of an assortment for this email. Instead, they focused on the IT style of the season: the over-the-knee boot. I'm sure they'll showcase more boots in the weeks to come, but it'd be a shopper's dream come true to see all those pretty boots in one email. The secondary message is good in theory, but the execution is a little confusing. The landing page is really cool, so I wish they'd turned this message into a dedicated email and done it a bit more justice.
I rarely get excited about Nordstrom emails, and this one is no exception. It doesn't feel fresh and exciting to me. It feels like a department store email. And that's a bummer. The boots themselves are cool, but they feel like the product shot feels dark and dreary. Maybe it's rich in print, but not so much here. The secondary stories are buzz-worthy, but again, they fall flat in execution. They don't inspire me to click through. I want them to inspire me. But they just don't.
So, who wins the battle of the boots this year? For me, it's all about Piperlime. I have 5 pairs waiting in my shopping cart. Time to check out, folks.
From: Old Navy Subject Line: Fall Forecast: New Fashions Starting at $15, Plus Save 20% Date: September 13
From: Victoria's Secret Subject Line: New! The Ruched Convertible Dress, 10+ Ways to Wear It. Plus $15 Off $100+. Date: September 17
Amazingly, Old Navy's Super Modelquin campaign is still going strong. Is it just me or are those mannequins kinda creepy? Beyond my personal feelings for the campaign, what I don't get is who the target market is here? And more importantly, does that target market actually find the Super Modelquins inspiring? Do people see these emails or commercials and think, I have to have that outfit?
Even though the Victoria's Secret models are a bit intimidating with their flowing hair and knockout figures, they at least show me how the clothes move on a real person. Side by side, these emails are set up pretty much the same and structurally they're both sound, but IMHO the VS email is much more compelling.
That said, the VS email does fall short for me in one area: the 70+ character subject line. The preheader is great, but they tried to throw everything and the kitchen sink into the SL. On my iPhone, I only see the first 33 characters, so why the extra 40? A shorter SL plus the preheader would sell the story perfectly.
From: The Container Store Subject Line: How to organize what's HOT now! Date: September 16
As much as I love the clean design of this email, I'm pretty confused by the copy and the imagery. The Container Store sells containers, right? So why are they telling me that studs are all the rage this fall? Are they branching into accessories? Can I get this studly stuff they're showing at The Container Store? I don't get it. Do you? In the hopes of trying to make sense of this, I thought, well, maybe they're selling the tool that lets you put studs on your stuff? Like the Bedazzler. But no dice. Clicking through just landed me on a page with a bunch of containers. If they'd shown these so-called "trends" organized in containers, now that would have made sense. But they didn't, so now I'm confused.
On the up side, the design of the email is definitely engaging. The call to action is clear, the SWYN is handled nicely, the store pickup is a bonus, and the imagery pops, even if it is random. Last comment of the day on this one: The subject line doesn't deliver on the how-to promise.
From: Free People Subject Line: Meet Our Top Reviewers Date: September 13, 2009
Breaking out of the corporate speak and moving towards a casual conversation with your subscribers is definitely the wave of the future. We're seeing a lot of product reviews, blog posts, and testimonials featured in emails these days. Why the added exposure to what everyday people think? Word on the street is that consumers want to know what other folks think about your products before they pull out their credit cards.
The fact that Free People dedicated an entire email to their top reviewers is pretty cool, even if there are some quirks about the experience. As much as I love Free People's creative, I couldn't tell which photo was of the product and which one was of the reviewer in this particular email. I think using product silo shots with the reviewer photo would have been a better way to go.
Clicking on the photos of each reviewer, I was taken to a landing page where I had to click on the person again to see their actual profile. Seemed like one too many clicks. Also, once you navigate away from the landing page within the site, there is apparently no way to get back to it, other than hitting your back button. Shouldn't there be a nav item? Kind of a bummer. Plus, I get the impression that there are all kinds of account profiles to review, but where can I find them? Also, can I create a profile for myself? How do I do that? The email messaging falls short here as it should have also encouraged subscribers to start writing their own reviews.
When I clicked on the Shop Customer Favorites button in the email, I was taken to a landing page of cool stuff, but I have to say that I was hoping to see the actual ratings below the thumbnail copy.
Overall, the idea here is fantastic, and it's an important trend to watch. Just think it's also important to make the experience engaging and enticing so that your subscribers want to shell out two cents of their own.
From: The Gap
Subject Line: Get Up to $15 Off Cords
Date: September 10, 2009
Really, really bright yellow type aside (you may want to get out your sunglasses), this email feels so clean and directed. They kept the fluff at a minimum and focused on the offers, keeping them front and center with clear shopping CTAs. The only thing I'm confused about is the subject line. Wondering if this should actually be a "Save" vs. a "Get" story. To me, "Get" implies that I have to do something, like use a coupon code. That's not the case in this situation as the cords are already on sale. Hmmm. I'm sure someone could argue the other side of it, but if it were me, I'd go with Save.
I also like the way they've added some movement to the SWYN banner at the bottom. It's hard to tell from a jpeg, and I didn't catch the right phase here, but they used a rotating copy story to draw your eye. The full sequence starts with "What were you born to do?" (this jpeg shows it mid-sequence) and the social buttons say "Tell Us on FaceBook, YouTube, Twitter." What a clever way to get the conversation going. A lot of folks simply say "Follow Us", which feels very one-sided. Keep it on the down-low, but I'm going to have to borrow this idea. It's a goodie. To see the animation, click here.
From: Latimes.com Subject Line: The new Latimes.com
With a little help, I finally got my hands on the L.A. Times website redesign email mentioned in a comment about my August 24th post about Hollister. I have to say... I love the originality of this email. It feels totally out of the boxy grid, which is fantastic. It's brilliantly simple and provocative. Since they don't TELL you how it's different with a bunch of copy, they create a bit of mystery. They want to SHOW you the difference.
Some cool stuff to mention:
I love the headline and the "Scroll Right". Giving direction is key.
I also love the big ink spot. It's got this free-form, Jackson Pollack feeling to it. Dig it.
The "Take Our Tour" call to action totally delivers on the "Scroll Right"
On the downside, I think it's a big bummer that they're not doing anything more with this template. While on the hunt for this particular email, I signed up for every email subscription I could on the L.A. Times site. After sorting through the 15 or so emails each day for a week, I gave up. They were all the typical vertical email format you see with other news organizations. Wish they'd done a multi-email campaign about the redesign, highlighting a different part of the site with each email.
As for a best practices miss, they didn't use a preheader. Plus, they don't give me a link to update my preferences or my account, which I think they should. As much as I love the focused message of the email and the lack of clutter, I do think they could layer in a few understated links to drive people to do stuff on the site, without taking away from the sleek creative. Anyone else have thoughts about this one?
From: Hollister Subject Line: Woke up in shreds. Date: September 10, 2009
A few weeks ago (August 24th, to be exact) I blogged about a Hollister horizontal email for shredded jeans. While I liked the creative overall, apparently Hollister REALLY liked it. In fact, they liked it so much they decided to send me the exact same email again today, right down to the subject line. Oh wait, I take that back. They did change up the image a bit by zooming in on the fabric instead of showing the whole jean, but not sure that qualifies as new email creative. Since they decided to make me relive this one again, I'll take a minute to highlight a comment that Amy Hamilton made about a previous Hollister horizontal email. She pointed out that they're making the emails too tall, so subscribers actually have to scroll vertically and horizontally. Smart gal, that Amy.
From: Krispy Kreme Subject Line: Raising Funds with Krispy Kreme! Date: September 1, 2009
Having grown up in Michigan, I'm a die-hard Dunkin' Donuts fan, but a former coworker of mine LOVED Krispy Kreme, which is how I started subscribing to their emails. I dig the huge image. I can just taste that sugar glaze, can't you? But, the letter format just isn't working for me here. There's too much copy, there's no clear call to action, there's no top nav, and there's no preheader. I'd think that the fan base for Krispy Kreme has to be huge, so the fact that they don't have a SWYN element is also a big miss. On a really basic level, there isn't even a store locator to help me get my Krispy Kreme fix stat. Add in the fact that they don't even link directly to the fundraising landing page that's live on the site, and the misses just keep stacking up.
It's also interesting because their website maximizes content buckets, but their emails don't. IMHO, they need a complete email overhaul that brings their retro-feeling brand to life. Now, if you'll excuse me, I have a donut sitting next to me that needs some attention. Don't tell Dunkin'.
From: lululemon athletica Subject Line: Welcome to online shopping at lululemon Date: August 20, 2009
From: lululemon athletica Subject Line: The new items you've been waiting for are here! Date: August 26, 2009
I am in the middle of a huge love affair with lululemon. There is something irresistibly cool and hip about their workout stuff, and I am definitely not the only girl out there who's figured that out. If you haven't visited their site, do it now. I am all over the amazing texture in the navigation and the simplicity of the graphics.
Their welcome email was really fresh and unbelievably simple. It didn't fall back on the same ole copy that everybody uses. (i.e. "You're on the inside track! Now you'll be the first to know about special sales and events." Sound familiar?) Instead, they went for an inspirational shot with a simple "Thanks for registering!" headline and a clear shop-now CTA.
The second email I got from them hit the mark for me as well. I love how they picked up the navigation treatment from the site and the message felt timely and focused. They're showcasing all their new stuff in a simple, clean, and compelling way. No fuss, no muss.
Plus, the fact that they're saying this is what's new THIS WEEK, makes me wonder if they'll send an email each week with new stuff. It'll be fun to see how the emails evolve. Potentially a "shop all new items CTA" at the bottom would have been a good addition, but the top nav does give people a way to engage with the site as a whole. And who can resist the way they dropped some logic at the end... "Love Your Failures". Ain't that the truth.
From: Hollister Subject Line: Woke up in shreds Date: August 23, 2009
First things first. Love this subject line. Love it. I had 30+ emails waiting in my strictly retail email inbox this morning and this is the first one I opened. What I also love is that the subject of the email delivers on the promise of the subject line. It's all about torn-up jeans.
Two big misses for me: 1) At first, second, and third glance, I didn't realize this was a horizontal email. I love that they're exploring a new perspective, but they need to offer some copy to help their email subscribers along. This is a shift in the norm, so a little help would be good. A cool "Keep scrolling" would've helped me figure it out, at least. 2) An even bigger issue for me is that there's no CTA. A simple "Get shredded" would do the trick.
But, even without the CTA, I clicked on the image anyways and was taken to a fantastic landing page within the chick portion of the site. What I can't figure out is how Hollister knew I was a Betty and not a Dude. They never asked when I signed up for email, so I'm thinking they just guessed. Rather than taking a 50/50 shot, my suggestion would be to just add a question to the sign-up a process: Are you a Betty or a Dude? Or better yet, add two CTAs to the email, Betty Shop and Dude Shop.
At any rate, the subject line rocks and so did the landing experience. Now, to try and fit into those skinny-leg shredded jeans... but that's another story for another blog.
Setting aside the fact that Whole Foods is probably not the most economical place to shop, I still feel somehow healthier when I buy my food there. I just signed up for their emails yesterday, and while the Welcome letter was a little boring, I'm loving their newsletter! Here's what I heart about it:
Preheader: Althought it's a bit wordy, the fact that they have a
preheader is a step in the right direction. I do think they could
streamline it a bit and still get the messages across.
Relevancy : The Renegade Lunch Lady is a perfect feature story for back to school. Even if the meals she's suggesting are more what Claire would eat vs. Brian (that's a Breakfast Club reference BTW), the idea is timely. Plus they include links that go directly to the recipes, which makes life easy for busy moms.
Dynamic Content : Love the fact that they were able to populate the "What's on sale?" story with the deals for my specific Whole Foods store. Hint: they could do that because they asked me for my zip code when I signed up for their emails.
Recipe Reviews: This is a smart way to bring me into their community and encourage me to try a recipe as well as write a review.
Smart Design: They really broke up the content in any easy to digest way (pun intended) and maximized the right rail.
From: The Container Store Subject Line: Know a teacher? Don't miss this offer! Date: August 20, 2009
How refreshing to see a back-to-school email that's all about teachers! Since I live in a state where they've slashed, yet again, the funding for schools, I would imagine that a lot of teachers are having to dig into their own wallets to buy the "extras" they want for their classroom. Bravo to The Container Store for giving these hard-working superstars a special savings discount of their own.
Fantastic offer aside, there are a few things from an execution standpoint that I think they could have done better. Let's start with the copy. It's written as though I'm not a teacher, which is fine because I'm not. But what if I were? Also, it doesn't tell me whether I can shop online and in-store. The landing page did go into more detail, but I think telling people WHERE they can shop is a pretty important fact to get across up front. The fulfillment part of this is also interesting because they will email you a discount code once you've registered. I don't know about you, but I'm thinking a simple 1-2-3 approach to the copy would have educated the subscriber quickly on the logistics of the program and made them feel like this is super-easy to do and not a time suck. Plus, at first scroll, I missed the fact the teacher needs to register for the discount... so maybe that call to action should have been above the fold. And lastly, the subject line might have been a little more powerful if the percentage was included: Back to School Special: 15% Off for Teachers!
On the design front, I think it would have been great to show some products to inspire teachers to consider The Container Store as a resource center. Plus, for those of us who aren't teachers, we might get excited about some really cool storage ideas that could corral the clutter and make our lives just that much more organized. Because, you know, piles only work for so long. Eventually, you really do have to file.
From: The Daily Sip Subject Line: Daily Sip: Frick-in' Dry Creek Date: August 17, 2009
Taking a cue from Daily Candy's playbook, The Daily Sip by bottlenotes focuses on one big feature per email. Short on the sass that Daily Candy is known for, but long on copy just the same, the emails combine a swirl of education with a splash of salesmanship. They bottle each one as a "daily dose of wine knowledge" and they've created a pretty tight editorial calendar around that direction, with five main content types per week: Tips & Tools, Featured Winemaker, Chef Notes, Wine of the Week, and Regional Spotlight.
Overall, I'm really digging these emails and read at least three out of the five I get each week. The tone is friendly and casual, not corporate, which is a definite bonus. That said, I think there are also some things they could do to help their subscribers interact more with the bottlenotes site, which appears to be big on community. (Their tagline is Good People. Great Wine.)
A top nav would be a great start. My suggestion: Wines, People, Notes, Clubs...at the minimum.
Including a few secondary messages that drive people to the site would be key, i.e. a small promo similar to what's on their homepage to entice people to write notes about the wines they're drinking now. It's a no-brainer; the promo is already built!
From an inbox perspective, I'd also change the "from" field to bottlenotes vs. The Daily Sip. They have "Daily Sip" in the subject line itself, so use the opportunity to promote the name bottlenotes in addition to The Daily Sip.
Lastly, I'm the first to admit that I'm not a designer, but I find the right rail ads to be disjointed from the rest of the creative. If it's a bottlenotes promotion, then the design seems to work, but when it's an ad for grass-fed beef...well...it just doesn't, IMHO. If they turned the ad into editorial content, then they could have more control of the creative. They could also connect the ad to the feature story. So if it's about a killer red wine, then reference that the grass-fed beef would be the perfect food pairing. Otherwise, I'm not sure I get why it's there. Any other design suggestions here?
I lied. One last thing. I was a bit bummed by the experience of clicking on the "past sips" button. I was hoping to land in a newsletter archive, but instead ended up on a subscribe to The Daily Sip landing page. Since I already subscribe, this seemed like a miss.
From: Crewcuts Subject Line:candy-colored classroom brights Date: August 7, 2009
Okay, so I love J.Crew's emails and I think crewcuts is just adorable, but this one had me scripting a pint-sized soap opera from the second I opened it.
"They'd been rivals all their lives. One always wanting what the other had. And this times was no exception. Sophie wanted that green bauble necklace and she was going to do anything to get it, even if that meant putting ABC gum in Ava's hair. But Ava, she was on to Sophie's game. And she wasn't going to back down...not without a few good hair-pulling moves of her own."
I'm thinking that maybe there was a cuter pic where the girls didn't look like the mini-me versions of Krystle Jennings and Alexis Carrington. (That's a Dynasty reference, BTW. I heart the 80s.) If catfighting is the trend for fall, then this email nails it.
You may have asked yourself: What is the standard email width, anyway?
Hopefully, my findings here will help you answer that question. I have gathered emails from 47 popular retailers to see what width they use for their emails.
It appears most retailers are using a width of between 600-650px for your average promotional retail email, and 650-700px for more content heavy (newsletter-type) emails.
I concur that these averages are a good standard. Here's why:
1. It's not TOO wide, so it's less likely that your subscribers will get a horizontal scroll bar when viewed at low monitor resolution and in small email window panes.
2. It's not TOO narrow, so your email won't be painstakingly long in order to fit all your content. Long emails will lose subscribers' interest (or overwhelm them). Plus, you are less likely to fit all your relevant content "above the fold" (AKA - within the preview pane vertically).
From: Abercrombie & Fitch Subject Line: A&F Premium Jeans Date: July 23, 2009 Subject Line:The best plaid to party in
Date: July 26, 2009
I've given Abercrombie & Fitch some flack for their emails in past entries, so I'm excited to see some cool stuff coming from them lately. The horizontal scroll is fun and still a fresh sight in the inbox, and the copy is fun and on-brand, too. The copy on the jeans email especially optimizes opportunities to play with the pants theme, mentioning...erm..."assets," and telling subscribers to get their "butt in stores" to check out the jeans.
From: Hollister Subject Line: Have you heard our new tracks? Date: July 21, 2009
Super-cool idea. Not-so-super-cool execution. The concept of creating a "lounge" on the Hollister site where Dudes and Bettys can listen to tunes is fantastic. Unfortunately, there are some glitches in the experience.
Glitch #1: When I clicked from the email, it took me to the homepage, rather than landing me in the lounge. Glitch #2: A streaming video with sound that has absolutely nothing to do with the music automatically starts playing and continues to play even when I click on one of the bands. It's chaotic. Glitch #3: I wish the album cover would pop up in the HUGE video space available on the page, rather than this dinky little pop-up window. It'd also be cool if they had a bunch of info about the band and their music influences.
On the plus side, I got to hear the entire song vs. just a snippet and they do have links to the band sites. All in all, I wish they'd dialed this experience in like they did for www.hcoridethewave.com.
From: Serena & Lily Subject Line: See what Serena hearts... Date: July 8, 2009
From: Serena & Lily Subject Line: See what Lily loves... Date: July 14, 2009
In keeping with the J.Crew email I blogged about a few weeks ago, I'm totally into this idea of hearing what the minds behind the designs are loving about their own collections. For me, it turns these emails from Serena & Lily into a mini magazine spread, like something I'd see in Cookie. They're colorful, beautiful, and short on copy. Very compelling. The Serena & Lily customer is definitely high-end and they do count a few celebrities as their biggest fans, so offering up a special deal or free shipping would feel off-brand with such an editorial-themed email, IMHO. They know who they are and they deliver that brand beautifully. I'm wondering if there aren't more brands out there that could identify a visionary in their own ranks and create a content strategy around him or her? For example, I'd love to hear from Anthropologie's creative director. I'd love to have her email me with her (or his) inspirations. What brands would you want the insider's POV on?
From: Victoria's Secret Subject Line: Thank you for your recent purchase Date: June 20, 2009
Isn't it fun when you rediscover a brand? Take Victoria's Secret, for instance. Lately, my gal pals and I can't get enough of this iconic brand. And it has nothing to do with sexy little underthings, either. (Sorry guys.) We're all about the dresses, tanks, tshirts and swimsuits featured in the summer catalog. One of my girlfriends went so far as to say that the only promotional emails she opens anymore are the ones from Victoria's Secret!
I'm not sure if they revamped their email marketing and merchandise, or what. But, whatever they're doing, it's working. What sealed the deal for me was this simple "thank you for your purchase" email. Instead of combining it with my order confirmation, they sent a separate email to just say...thanks. I loved it. Plus they gave me free shipping on my next order of $100 or more. I already have three dresses picked out.
From: CompUSA.com Subject Line: Just In: Acer 3gb Laptop $299...15.4" Screen, DVD Burner, 160gb HD...Hurry Date:Tuesday, June 23, 2009
I understand that a tech store probably views men as their target audience, and we all know that photos of women tend to "sell" better than photos of men. Still, this (quite lovely!) girl on the laptop steals the show in this email. It's hard to look at anything else, including the screaming deal. The bold and the busy copy end up looking like a frame for this girl's face, or like a wild haircut.
From: Chris Michaels Subject Line: Summer update from Chris Michelson & NFH Date: June 11, 2009
I have numerous friends that are Small Business Owners that do Email newsletters/promotions/etc. related to their businesses. On the whole, I am fairly impressed how far the Email Marketing industry has come for Independent/Small Businesses, but this is the first Email from said category that has compelled me to blog...
This one is from my Fabulous hairdresser, Christopher Michaels* of Notorious for Hair in San Francisco. I just love the way it looks with its adorable "airmail" format. I did a little investigating as to how it was created and the kicker is that it was actually done by selecting a template from Apple's Mail application! (No wonder it looks pretty)
In the past, it has seemed like most Emails for SBOs were generated by Constant Contact and other companies of the like, but I feel compelled to give Apple props for offering a great-looking set of templates that anybody can use (well, anybody with a Mac and OS Leopard). Kudos also to Christopher, for discovering how to maximize it! (Chris - maybe just let me offer to check your spelling & grammar next time...). :)
While I personally plan to stick with Gmail for most of my everyday email transactions (for its overall usability), I think my friends can start to expect seeing some cute Special Occasion emails from me!
*If anyone reading this happens to live the Bay Area and is in the market for someone new to do their hair, Chris also happens to be an excellent hairdresser with very reasonable rates. (Not that I am not angling for a free haircut or anything...) :)
From: Pumpkin Patch USA Subject Line: up to 50% off summer must haves, in store & online Date: Wednesday, May 27, 2009
From: Gymboree Subject Line: New For You This Summer! Fresh Styles & Further Savings Date: Tuesday, May 26, 2009
From: Sur La Table Subject Line: Top Tools for the Grill - Shipped Free Date: Friday, May 22, 2009
From: Shutterfly Subject Line: Knock Dad's socks off and save 25%. Date:Thursday, May 21, 2009
From: Endless.com Subject Line: Last Minute Weekend Plans? We've Got Free Overnight Shipping Date: Thursday, May 21, 2009
From: Naturalizer Subject Line: Summer Sandals Starting at Only $39.99 Date: Thursday, May 21, 2009
Conforming to a grid template has its advantages: availability for dynamic product images, speedy production time, brand consistency, etc. But try to throw in a wild card once in a while to keep subscribers from getting bored and to grab their attention. Here are a few ideas: spice up your emails with overlapping & angled images.
From: giggle Subject Line: help us help you Date: May 28, 2009
If you ask giggle, my two cents could be worth $500! Thought this was a great incentive to get people to engage with the giggle site and start writing product reviews. Their creative is always fresh and clean, and they really do a great job of carrying their brand through every customer touchpoint, from the site to email to the store.
Total Sidebar: Not sure it was intentional, but I love the Jerry Maguire reference in the subject line. Remember that scene? "Help me help you, Rod. Help ME, help YOU."
From: Lands' End
Subject Line: Free Shipping + save 4 ways for 4 days
Date: Friday, May 15, 2009
This Email creative just sort of jumped out at me and made me happy! It's very simple, yet somehow the layout of the circles and the colorfulness completely drew me in (which is saying something a lot for a Sale creative). They did a nice job on the visual! Now, HTML text would have improved it from a best practices standpoint, but that's another blog... :)
From: Barnes & Noble Subject Line: This Week -- Coupons, Michael J. Fox, New B&N Recommends Selections, More Date: Tuesday, March 31, 2009
From: Express Subject Line: Shop Our Hot List Favorite V-Neck Tee! + Take An Additional 20% Off Clearance! Date: Monday, April 27, 2009
Here are 2 examples with the "stacking syndrome." Placing multiple full-width messages can make the design feel overwhelming, take away the "flow", and can even make the message feel unfinished. I suggest adding a side rail to break up the content.
From: Endless.com Subject Line: Top Trend Update, Overnight & Return Shipping on Us Date: Thursday, March 26, 2009
Here is a good example of a well-executed right rail from Endless.com.
From: Crate and Barrel Subject Line: 1,2,3 ways to save on select Wusthof and Shun cutlery Date: May 1, 2009
If you're into knives (or should I say cooking 'cause just being into knives might be a little creepy) then you'll know that Wusthof and Shun are on the cutting edge (pun intended). I love how Crate and Barrel turned a simple knife sale into something fun, interesting, clean and simple. And the texture with the lettuce at the bottom is simply gorgeous. Plus, they always have that dynamic store location in the footer. Guess they are the sharpest knives in the drawer. Okay, enough puns for one day...
From: Johnnie Boden Subject Line: New Mini Boden is in with 15% off plus FREE shipping Date: Tuesday, April 14, 2009
This Mini Boden email is a creative delight! (1) Love the polka-dot background; great playful backdrop. (2) The postcard treatment and travel illustrations add texture and depth, making this more than just another "buy this summer stuff" message. (3) I am especially a fan of the fish and finger-point animations; what a novel way to add movement. The little fish really caught my attention in the preview pane :)! See the animation here >
Social Marketing is the hot topic. But how are different companies incorporating it into their designs? Below are a few different examples of what people are doing.
From: Sur La Table Subject Line: Become One Of Our Biggest Fans Date: Thursday, April 9, 2009
Sur La Table dedicates
an email to introducing
their Facebook page,
pictured above.
From: Coach Subject Line: have you seen it? the new coach.com Date: Monday, April 4, 2009
Coach.com announced their website revamp via email this morning. In contrast to the very focused approach taken by Williams-Sonoma in 2008, Coach's message is an explosion of screenshots and pink. While I could go on about the lack of standard logo and navigation, the unfortunate, not-so-easy-to-read tiny graphical text and the endless scrolling, that would just be boring. By now, we've all taken a trip on the best practices train to 516 W34th Street and back. (Check out our Email Insider "Break the Rules" article for more on this topic.) What I like about this email is that while it's absolutely overflowing with content and screengrabs, it's also overflowing with enthusiasm and excitement. I get the sense that Coach is excited about the new coach.com, and therefore, so am I. As an email viewer, do I have the patience to actually squint through the fine print and all the little screenshots? Not so much. But I am inspired to click through and check out the new website (and I'm not really even a Coach shopper), so in essence, this email has more than done it's job.
I like to make this analogy: a promotional retail email should act like a retail store window. It needs to be compelling enough to bring passers-by inside.
From: shopbop.com Subject Line: You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File Date: Friday, March 27, 2009
Shopbop's "got it" with their monthly newsletter, Style File. Three reasons why shopbop has beauty and brains: (1) They find a happy balance between beautiful, aspirational product imagery and disabled-images friendly HTML text. (2) Their copy has attitude, just like their subscribers. It's actually worth reading! "As more than one Wall Street mogul can attest, now is not the time to be hiding your assets. You’ve clearly got it. Flaunt it." Question: have you ever seen a longer subject line than this one?: "You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File" OMG! What do we think!? (3) They seamlessly integrate product and editorial copy. I have to admit that I actually tried on a pair of black Helmut Lang harem pants at Barneys last week. I couldn't tell if I looked fabulous or like MC Hammer. I wavered between thinking "these are so now" and "these are so me at 13 in Z. Cavariccis." Hot or not? Got it? Flaunt it?
From: Victoria's Secret Subject Line: One Day Only! 20% Off Your Order of $50+ Date: March 31, 2009
From the subject line to the preheader to the focused design and copy, I just love this email. Maybe it's because my apartment is cluttered with moving boxes that I am craving the clean and simple, but right now, I'm really appreciating the retailers who are sticking to a main story and doing it right. Thanks for the email, VS. I'll be shopping.
From: Coach Subject Line: shine with new metallic op art. Date: Friday, March 20, 2009
As a vertical preview pane user, I was struck by the positive user experience I had viewing Coach's "op art" email in my preview pane. I was inspired to consider that -- while not currently in vogue -- vertical navigation might make more sense these days. With more folks viewing their mails on smaller screens -- whether they're preview panes, minimized browser windows or mobile devices -- right-aligned horizontal navigation items can easily go unseen without scrolling.
Perhaps it's time to give the vertical navigation another whirl! Have any of y'all done any vertical vs. horizontal navigation testing lately?
From: Banana Republic Subject Line: Spring sale! Save up to 50% off! Date: Thursday, March 19, 2009
This is a great example of design flow in an email - the "s-curve" drew my eyes all the way to the bottom. Wonderfully designed, especially with the (sometimes challenging) combination of both silo/outline images and environment shots. Great job Banana Republic!
From: Bose Subject: Enjoy your tax refund with Bose sound Sent: Monday, March 24, 2008
Around this time last year I signed up to hear from Bose. They would email me about twice a month, they had a surprisingly dated look for an electronics company, but it was never anything to write home about... until now.
Today I received this email:
From: Bose Subject: Select offers end March 31, 2009 Sent: Monday, March 23, 2009
I have to admit, it was nothing other than sexy! (I realize this puts my inner email geekiness on display). They are using their product imagery in a really avant garde way. The tight crop on that speaker thing makes for a great background texture for their headline. And I'm a sucker for the cyan/gray/white combo.
Their product grid sits nicely in the white boxes, and they get quite a bit of product information in there without it feeling too crowded. I'm even into the changes they've made to their preheader!
There are a couple spots where they could be using html text instead of graphic text, like the headline and on their buttons. (Especially since their buttons are using an html font anyway).
Recent stats are showing that effective email marketing is more important than ever.* So why not spend some time really evaluating the creative aspect of your program and give it a face lift? It's our duty to make the world a better looking place, especially the inbox :)
From: Kate Spade Subject Line: decorate! with accessories for enchanted evenings Date: Tuesday, November 18, 2008
From: Gucci Subject Line: gucci – spring summer 2009 women’s shoes Date: Tuesday, March 10, 2009
From: shopbop.com Subject Line: How to Wear GOLD: Day + Night Looks Featuring Elizabeth and James + Larsen Gray Date: Friday, January 23, 2009
From: CUSP Subject Line: Get carried away in the latest Spring styles + Free Online Shipping Date: Monday, February 2, 2009
Ever since way back when I have been obsessed the use of gold and silver in my personal artwork and one of the first things I looked into when I started going digital was how to do the metallic effect thing. Back in the day, I used to hand-make my Holiday Cards and I can assure you, they were anything but simple (or inexpensive to make for that matter). We're talking 1995 here. I essentially would do a collage of various wrapping papers, store-bought holiday cards that I cut up and then put them on nice card stock - then spent hours on each card making the argyle borders with pencil and ruler, and then filling the argyle pattern in with metallic markers (I'm pretty sure I went through a dozen each of the silver and gold - not to mention how dizzy I would get from the fumes). Oh yeah... then I would laminate them (4 panels and folded up, accordion-style). I'm sure I did it the hard way... Adobe Photoshop was invented, but it was version 3.0 - no CS.
In any event, now I see that to do the gold effect it is as simple as having a photo image with some gold in it + text and/or borders with a mustard-y color. :) And I'll probably always have a fondness for All That Glitters...
From: Bergdorf Goodman Subject Line: Front Row Report: Fresh from Milan Date: Saturday, March 14, 2009
I wonder if Bloomie's, Saks and BG all use the same Email Design team? They are all high-end retailers after all... or maybe they just check out each other's email campaigns and "borrow" looks from one another. I have to give Bloomie's credit for being first that I've noticed (and they also used this look over the holidays for a snail-mail flyer). Notice how Saks and Bloomingdale's both incorporate the look of handwriting on the Polaroids too. Personally, I like it! :)
From: Sephora Subject Line: Do It Yourself - and save! Date: March 3, 2009
Just like a lot of folks out there, I'm making calculated choices about where I spend my cash these days. So how can marketers reach a gal like me who's holding tight to her credit card? Give me a reason to spend money so that I save money. Case in point, this super fun email from Sephora. I scrolled the whole way down and purchased a couple of things off this DIY list. They even highlight the salon price for each service and compare it to the Sephora DIY price. Very clever, very timely, very creative. IMHO, this is the perfect example of how marketing to the masses via recession-minded tactics can come off smart, not sneaky.
From: Lisa Harmon Subject Line: EEC09: Email Creative Fight Night Presentation Now Available! Date: Thursday, February 12, 2009 From Left to Right: Sam White of eROI, Lisa Harmon of Smith-Harmon, Julian Scott of Responsys, Mike Corak of Mighty Interactive
For those of you who didn't make it to EEC09, grab your ringside seat to see the blow-by-blow of a knockout session - Email Creative Fight Night: Agency vs. Agency vs. Agency. Responsys, eROI and Mighty Interactive squared off to redesign three emails chosen by EEC Evolution Conference attendees. One rep from each agency showed off their skills and presented the redesigns to the crowd. Each round had a winner, and the Heavyweight Champ of Email was revelealed. I acted as ringside judge and moderator, and shared a few one-two design punches of my own. The gloves are off! Check out the PowerPoint presentation here >
Watch round 1 >
Watch round 2 >
Watch round 3 >
From: Old Navy Subject Line: Last Chance to Save 20%, Plus Perfect Gifts for $5, $10 and $15 Date: December 12, 2008
From: Chico's Subject Line: New Sale Arrivals: $14.99 & Up Date: January 22, 2009
My inbox is teeming with Sale emails. The most common design treatment is large type on a colored background generally featuring the word “SALE” or a large percentage, but two retailers are trying a little something different. Nothing says SALE like numbers on a tag.
But who wore it better?
Old Navy’s brand is lively and bright, so the cartoon-y illustrations and LOW prices feel like a real bargain, however all the sub-messages seem to clutter the primary deal. According to the Smith-Harmon creative team, Chicos’ sophisticated look and clear messaging squeak by with a win for this round. While Old Navy’s “Hot little numbers” copy gets an honorable mention.
From: CB2 Subject Line: Our first new catalog of the year is here Date: Wednesday, January 7, 2009
I just wanted to share this email design which I think is a very imaginative way to display products. Creative, beautiful, and amazing Photoshopping (if that's a word). :) They also use it for their website homepage and on their catalog cover.
From: Smith-Harmon Subject Line: Retail Email Year-End Trends for 2008 Date: January 6, 2009
If you're in the midst of planning your 2009 email marketing strategy, this free reportlet from Chad White, Smith-Harmon's research director, is a definite must-read. It's packed with stats, trends and charts about the overall retail email volume, frequency and timing among the top online retailers in 2008. Want to know which days of the week were most popular to send retail emails? Interested in the top 20 retail email days of the year? Ready to learn what the SECOND biggest retail email season was, behind Christmas? Fasten your seatbelt and get ready for a few surprises.
From: Smith-Harmon Subject Line: Chad White's Cyber Monday Report Date: December 5, 2008
Online retailers put a lot of bank behind Cyber Monday this year, and the big question is: Did it pay off? That's a big ole YES from Chad White, Smith-Harmon's new Research Director. His latest FREE reportlet, Cyber Monday Sees Record Retail Email Volume is packed with much more than just retail email volume and messaging stats. This 11-page gem gets into a full-on discussion of messaging trends with creative samples.
I L-O-V-E Sephora's version of last year's Elf Yourself. Talk about creative. From start to finish, it's a seamless experience that even the most tech-challenged girl can navigate with ease. Here's the skinny: After you've uploaded a pic of yourself, you go through a series of steps where you outline your eyes, mouth and face shape. Sounds complicated, but trust me, they've made it blonde-proof. (It's okay, I can say that because I'm a blonde.) Once you've finished with the outlining, the real magic begins. Within seconds, you have four fun and fabulous looks to choose from: Smokey Sugar Plum, Merry Berry, Santa's Little Temptress and O, Tannen-Babe. It's your face all glammed up in four festive ways, complete with eye shadow, mascara, gloss and more. All that's left is for you to add a personal message and send it on to your fellow glamour gals. You'll get a sweet little email that lets you know your Mistletoe Message has been sent, and best of all, the savvy team at Sephora includes a promotion code in the confirmation email for a free set of lashes or a sample size of Sephora Lip Attitude with any purchase. Simply brilliant.
Want to see my Mistletoe Makeover e-Card?
Check it out here.
From: Abercrombie Subject Line: winter coats to keep you warm. Date: October 30, 2008
From: Abercrombie Subject Line: layer-up in classic style. Date: November 6, 2008
I'm having a little trouble figuring out Abercrombie's latest email campaign. Maybe someone can help me sort it out.
The first email shown here has the subject line: winter coats to keep you warm. But, ummm, the email features a plaid flannel shirt. I guess it would be ironic if the guy happened to be naked or something, but he's not. So it just looks odd. Although, the links do make sense: Boys Outerwear and Girls Outerwear. At first, I thought it was just a production error, like maybe the wrong file was sent or something, until I received the second email and I realized they're trying to be ironic.
The second email's subject line is layer-up in classic style., which uses a hyphen incorrectly, but that's not really the issue, so I'll move on. The hero image features a guy with no shirt on, albeit he does have a short-sleeve tee draped over his shoulder. So, what exactly is he layering here? I guess it's ironic, but does it really sell the clothes? Maybe on a huge billboard it does, but in email when the whole objective is to get people to click through, does it work? The thing that's too bad is that the link to Boys Knits goes to some cool long-sleeve knit pullovers, tshirts, etc. IMHO, it would have been good to show at least a few products to tell the story and spark someone's interest enough to click the links. The way it is now, you really have to be a die-hard Abercrombie fan to be interested enough to click through.
It's election week: Let's put it out for a vote. Check out the two emails and share your thoughts. But remember this: It's like rain on your wedding day, a free ride when you've already paid, and having 10,000 spoons when all you need is knife. That's ironic, don't you think?
From: shopbop.com Subject Line: On Trend + On Point: 8 Pieces That Define the Season Date: November 6, 2008
Studies show: lists work. People love numbers. They're so definitive. So digestible. What I find interesting about this list is that the numbers are out of order. On open, I had a game-playing experience: I found myself looking around the mail in order to view the items sequentially. I wound up looking a lot closer than I would have, had the numbers appeared in order, as expected. This would be a great A/B test; I'd love to see if order has a performance impact. I would also love to see an eye-tracking heatmap on this badboy!
As to whether or not these are the "8 Pieces That Define the Season," I have to disagree. I'll give them the floral dress and the eco-friendly bag, but we absolutely need an LBD, a classic cardigan, an ankle boot, and a piece of "statement" costume jewelry. As to whether or not a full skirt or a pencil skirt makes the list, that depends on what looks better on you. And that could be the topic of another email entirely! Headline: "Skirting the Issue." Ha!
From: Williams-Sonoma Subject Line: Holiday Pie Baking: Favorite Tools Date: November 5, 2008 BTW:See the animation here >
I love apple pie, and I love this Williams-Sonoma top nav Shipping/Countdown animation. Way to add visual interest while simultaneously messaging two timely promotions, all within the first few pixels of prime preview pane real estate. Well done!
See the animation here >
From: Michael Stars Subject Line: New Breast Cancer Charity Tee Date: October 7, 2008
In the last few weeks, I've received quite a few emails from retailers with a Breast Cancer Awareness message as the main story. This really got me thinking about the whole idea of cause-related marketing and whether or not it can actually drive sales.
Lo and behold, I received a blog posting on October 15th from MediaPost.com that talked about this very topic. Here's a slice of the story:
According to the 2008 Cone/Duke University Behavioral Cause Study, released recently by Cone and Duke University's Fuqua School of Business, cause-related marketing can exponentially increase sales, in one case as much as 74%, resulting in millions of dollars in potential revenue for brands.
Gets you thinking, doesn't it? What if every company found a way to include a cause-related message once a month, rather than once a year? In addition to driving sales through the roof, just imagine all the good we could do. Food for thought.
Read the full blog posting on cause-related marketing at MediaPost.com.
From: Ann Taylor Subject Line: Celebrations: New Dresses Have Arrived! Date:Wednesday, August 20, 2008
I can't explain why, but this email was like finding out that I've been cheated on for sure by somebody that I've been so loyal to. My friends have been telling me for years that Ann Taylor was "not good enough" for me... that the quality is lacking, etc. But I was like, "Ann Taylor has gotten me through so much: I have worn Ann Taylor suits to my Fancy Restaurant job for years and felt so classy." When I saw this, like a ton of bricks hitting me, I realized what they meant. Part of me feels like I'm being mean writing this, but this blatant sell-out to the Bridesmaid crowd seems just wrong and totally cheap. Look closely at the hems of the dresses - they're coming apart!
From: Saks Fifth Avenue Subject Line: WANT IT! Fall Trends are Here! Date: Monday, September 8, 2008
I can't stop staring at this Email! (And it's not for a good reason.) The giant Call to Action or Recovery Module or whatever it is right there in the middle of it is really bothering me. Maybe it's me... but it seems like it's just trying too hard and comes off too obvious. For the record, I know my budgetary limits, and Saks isn't in there, but I don't ever feel even tempted to click thru. When I get Nieman's or Barney's email I have the Wistful Thoughts: some day... :)
From: Horchow Subject Line: NEW Transitional Classics - a fresh twist on traditional... Date: Friday, August 29, 2008
I know that Horchow updated their email design awhile ago but I haven't seen any blogs about it so I thought I would post one! With this email in particular I am really impressed by their redesign. The navigation is a lot cleaner and looks more high-end, same with their updated color palette. I think that they could possibly find a better use for the real estate next to their logo, like special offers for example. However, it is a good start with sticking the "forward to a friend" link there for now :) This particular email flows really well together with the clean design. I think that the imagery is beautiful and the way that they treated the type is creative. Overall I am a big fan of this email. Now if only they could use a little html text for those subscribers that have images disabled... :)
From: lululemon athletica Subject Line: Love your body at University Village lululemon! Date: Wednesday, August 6, 2008
From: lululemon athletica Subject Line: Come see the new colors fall in at lululemon with the Autumn season just around the corner! Date: Wednesday, July 30, 2008
Lululemon athletica recently redesigned their emails and I must say I am pleased with the results. Although there are a few things I would change it is a big step up from their previous emails. Their emails now look like they come from an international retailer. I absolutely love the fact that they are continuing to use html text for their items descriptions. I also applaud them for taking on one of the EEC challenges to include an unsubscribe link at the top of their email. One thing I think that could benefit their emails is shortening the message a bit since it is a lot for the subscriber to scroll through. This could be done by easily condensing their product descriptions as well as condensing the first section of the email that has a lot of excess white space below the text. Overall I love the new design of their emails and I'm sure the rest of their subscribers will too!
From: Tiffany & Co Subject Line: Tiffany Effortless Chic Date: Tuesday, July 29, 2008
I've pretty much seen it all when it comes to diving an email into sections. There's the typical putting everything in boxes method or even smushing everything together in an "artsy" way like Borders does. I absolutely love how "effortlessly chic" Tiffany & Co makes it look! This email flows together really nicely. Too bad the "if you can't view this email, please click here" link goes to a different email :(
From: Starbucks.com Subject Line: Starbucks Card rewards are waiting for you Date: Tuesday, July 1, 2008
From: Amazon.com Date: Depends on Prime Sign-up Date
Notably difficult to depict are the ephemeral benefits that come with products like gift cards and membership subscriptions. Starbucks does a lovely job with this mail promoting their souped-up Rewards Card. The simple three-column structure, illustrative photography and concise text communicate the new rewards clean and clear. Starbucks' big challenge with email, of course, is tracking effectiveness, as emails drive customers to retail locations rather than trackable URLs.
Speaking of ephemeral benefits, Amazon.com also does a lovely job outlaying the perks of Prime membership here. Have you tried the program? I checked it out and got addicted to ordering stuff like shampoo.
I'd originally planned to use this post to scold Burberry for designing their emails again and again in a way such that the preview pane view is woefully unhelpful. (I've animated through five examples at left to give you the gist of it; please click the thumbnail to experience it at full size.) It's impossible to tell what the messages are about - and just as tough to find a point of click-through - without scrolling down.
Now, a question arises in my mind: is Burberry repeating this not-best practice because it's actually working for them!? Perhaps their data shows that, despite popular belief, the mystery actually encourages scolls and clicks. Burberry - reveal your secret to the email creative community!!!
All - please share your thoughts. Have you done any testing to support either my initial instinct or my new re-think?
From: Burberry Subject Line: Arrive in Style with Accessories from Burberry.com Date: Thursday, February 7, 2008 View the email > BTW: This shoe is frickin' awesome.
From: Burberry Subject Line: Shop our New Handbags & Accessories Online Date: Friday, March 14, 2008 View the email > BTW: Crazy/Beautiful?
From: Burberry Subject Line: The Latest Selection of Outerwear plus Complimentary Shipping! Date: Tuesday, March 25, 2008 View the email > BTW: Am I interrupting something?
From: Burberry Subject Line: Shop Women's & Men's Spring Styles at Burberry Date: Friday, April 4, 2008 View the email > BTW: How nice of those British boys to keep her standing.
From: Burberry Subject Line: Shop Online - The NEW Burberry Spring/Summer 2008 Brochure Date: Tuesday, April 10 2008 View the email > BTW: How many iterations of two guys and a girl can we actually tolerate?
P.S. This blog is dedicated to Nicole Cobble :)!!!
From: J.Crew Subject Line: Spring arrivals (new, new + new) Date: Monday, March 31, 2008
Don't get me wrong; I totally like this J.Crew handwritten treatment, but I have to say that it's a pretty obvious borrow from Barneys circa 2006. Kind of like when you copy the cool girl's handwriting in grade school.
Semi-related: I bought something a little bit ridiculous from J.Crew last weekend: Deep Yellow Jelly Ballet Flats!? Are they awesome or totally lame? This is a formal feedback solicitation.
From: shopbop.com Subject Line: Final Winter SALE! Up to 70% Off Your Favorite Brands Date: Monday, January 28, 2008
From: katespade.com Subject Line: love to love me Date: Wednesday, January 30, 2008
I like both of these Warhol-ian visual delights! Although if we chopped the logos off the tops, I would have guessed that they came from the same place.
From: RedEnvelope Subject Line: Love Knows No Season Date: Monday, January 21, 2008
The total simplicity of this RedEnvelope email (harkening back to "AOL version" days, eh!?) was visually arresting for me. In a deep email sea of blocked images, a clean love letter format pops! And, despite the fact that I consider myself an acronym master, I actually didn't know what S.W.A.K. stood for and was compelled enough to look it up.
Unfortunately, I wasn't compelled enough to actually read all of the copy or click the links, but I'm not a RedEnvelope shopper (which makes the "Valued Customer," salutation erroneous, actually.)
In any event, with the image disabling/preview pane-ing/mobile-viewing/preheader-ing sea change, a few grey and red words on white feels nice.
From: J.Crew Subject Line: New spring arrivals... Date: Monday, January 7, 2008
From: crewcuts Subject Line: our favorite new crewcuts looks Date: Saturday, January 12, 2008
From: J.Crew Subject Line: Sale & free shipping: it's true Date: Wednesday, January 23, 2008
I must have ESPN: black is the new black. Emails are and I am am constantly in black this season! I strive to wear it intelligently, not slavishly, but I think I've worn it to death!!! Spring yellows and blues are a SERIOUS RELIEF!
The jury's out on J.Crew's application of black for spring. Does it pop? Are we refreshed or depressed? Does it work for adults but not so much for kids? (A point well-made by my colleague Heidi Hildenbrand.) At the very least, this treatment gets a conversation going. I'd love to hear what you have to say.
From: Abercrombie & Fitch Subject Line: Exactly What They Want. Date: Wednesday, December 5, 2007
From: FreePeople.com Subject Line: Our Gift to You: Free Shipping! Date: Monday, December 17, 2007
Here, I like how Abercrombie and Free People photographed a holiday gift mix on shelves and in cabinets. It gives the product more of an environmental, in-store feeling. Although these montage-type photos become difficult when one of the items featured goes out of stock!
I also can't resist but mention the "Our Gift to You" verbiage in the Free People subject line. Those most be four of the most overused words in holiday email, particularly when associated with Free Shipping. The thing is, they're rather charming and convenient! Please let me know if you've found something equally-useful and cute to communicate the same meaning; I'd love to hear some other options!
From: katespade.com Subject Line: shop pop & color Date: Tuesday, November 20 2007
I agree with Shannon Milar, who loves this message for it's "unique vision for holiday." Like kate spade's fall imagery, their holiday photography feels fresh and fun. It's so easy for us to fall into blahliday mode, slavishly aping last year's creative (only redder!), but this campaign illustrates the opportunity to consider how we can mix our unique brand elements with traditional holiday visual cues to bake up something new.
From: Dean & DeLuca Subject Line: Thanksgiving Meals at Dean & DeLuca Date: Thursday, November 15, 2007
My definition of meal preparation is basically turning on a rice cooker, so the idea of ordering an entire Thanksgiving feast from Dean & DeLuca sounds incredibly compelling. The copy points are right on in this campaign, however I don't think the visual execution supports them as well as it could. Three thoughts: (1) The body copy should be broken up into two more-digestible paragraphs beginning with "We even..." I'd also recommend bringing the text into a black unbolded mixed-case for better legibility. This also gives us the opportunity to link "DeanDeluca.com" and the product names, making them POP with color, bolding and underline. (2) The call-to-action button should live immediately under the body copy rather than hiding out way below the fold in the lower right-hand corner of the design. (3) Get focused and tell two strong, distinct stories: (a) the Thanksgiving feast and (b) the wine pairing. Cut down on the number of boxes by bringing the Roulade and Pie into the primary message space and concatenate the Pinot Noir label image with the wines note below for a stronger, tighter submessage.
Do we love or hate the hero image? It's very modern art, but is it appetizing?
From: giggle Subject Line: FREE SHIPPING on giggle Better Basics Date: Wednesday, November 14, 2007
I L.O.V.E. giggle's rainbow! Their creative is always mui cute. Here though, I would say three things: (1) Use HTML text instead of graphical type for those super-long bodies of copy. From a design perspective, I used to think that graphical text looked better for everything, but I guess after designing around disabled images for a while my perception of HTML text has changed. HTML's the new black. (2) Punch up the gifting factor now that it's November. Only, how do you mix rainbow, red and green!? (Speaking of which, check out my new email creative holiday navigation post on the EEC blog!) (3) Yesterday, Betsey's strange illustrations compelled me to click...but these ones are a little bit boring. I'd like to see some product silo shots in there instead. Show me some organic cotton quality, baby!
From: BananaRepublic.com Subject Line: The holiday gift guide has arrived Date: Wednesday, November 14, 2007
It was refreshing to see this email from Banana Republic today. Their creative had been feeling somewhat stale these past few seasons, but here the combination of color, ornaments, ribbon and model movement makes for a happy change. I particularly like this gal's Dr. Seuss-illustration-like facial expression and enormous hair. I want that hair. It's rad.
From: Betsey Johnson Subject Line: Shake A Legging! Date: Tuesday, November 13, 2007
Betsey Johnson's creative is generally both graphic and novel! The amusing illustrations actually arouse my curiosity enough to make me want to see what the actual product looks like...I wish I knew where to click though, as there's no obvious point of clickthrough. Add a call-to-action!
From: Bluefly Subject Line: Exclusive Access to the Blue Room - Extra 20% off Today Only Date: Tuesday, November 6 2007
We often talk about emails as doorways into websites; I enjoy this creative illustration of that concept. The idea of "Exclusive Access to the Blue Room" intrigues me; I feel compelled to take hold of those gold handles and throw the blue doors open!
From: CB2 Subject Line: a.m./p.m. space solutions Date: Monday, October 1, 2007
From: Crate and Barrel Subject Line: New Fall Home Trends Date: Monday, October 15, 2007
Thanks to Terri Potter from ScanSource for bringing two Crate and Barrel brand family emails to my attention. With reference to the CB2 campaign, Terri pointed out the synchronicity between the subject line, headline and photography, and I concur: "It's coordinated without being too matchy-matchy." We also agreed that the Crate and Barrel Fall Trends campaign is very attractive. As a Corporate Marketing Copywriter, Terri made an interesting point about the headline: "The copy might be a little too clever – you have to read it out loud, I think, to get the joke. Makes me wonder how many times I’ve "talked through" copy that sounds funny in my head without thinking that this is going to people’s email inbox. Is it even funny on screen? I think this would work if a Tennis Pro Shop was having a fall sale..."
From: Built by Wendy Subject Line: Anchor Print Date: Tuesday, May 1, 2007
From: kate spade Subject Line: classic elegance - shop new sunglass arrivals Date: Tuesday, April 17, 2007
These images look like they could have been on the same roll of film. I love the colors and the environment in both. In fact, the designs are similar in many respects as well. Both feature a single hero image, a logo with no menu navigation, and a few words of text on a white background.
Wendy could learn three things from Kate: 1) Kate includes a category-specific call-to-action: "shop sunglasses", as opposed to a single product name: "Anchor Print". Wendy need only add the word "shop" or a carrot to increase clickthrough. 2) Kate's design is more visually sophisticated. A few subtle touches - the headline-over-hero overlay, the college-ruled paper graphic and the typewriter font - make for a tighter and more engaging campaign. 3) Everybody loves a story. Rolling kate spade sunglasses into a Newport story put them into context - a lifestyle, a world. The anecdote gives them an air of mystery and exclusivity. It's a fantasy we can imagine and, once properly sunglass-ed, inhabit.
From: PUMA Subject Line: A New Twist On A Legendary Style Date: Monday, April 23, 2006
I'm interested in this message because of the way it creates a three-dimensional space. The dropshadow on the logo and the receding blue stepping stones add a sense of depth that one doesn't usually experience in the inbox. I'm captivated by the idea of creating inbox spaces and environments a subscriber can inhabit, however fleetingly.
From: CB2 Subject Line: modern dinnerware in bloom Date: Tuesday, April 17, 2007
I'd like to give CB2 a standing ovation for their work on this campaign. They took a relatively run-of-the-mill product - "verde dinnerware" - and married it to both the season and a holiday (Mother's Day) through photography and copy. As far as effectively using what we have at our creative disposal to form a coherent, visually-appealing, relevant message, this EDM is one of the few to make it into the same league as Apple's legendary February 2006 "In the Ear" campaign. It should inspire all of us to put more forethough and preparation into our email creative. Thank you CB2!
From: Harry & David Subject Line: Send your Love with Cupid's Top Gifts Date: Thursday, February 1, 2007
First of all, I would like to say that I adore Harry & David. Have you ever been anything less than super-psyched to receive a treat from this company? The pears are to die for. And I really appreciate the brand for being so happy and unpretentious. If you're ever stuck on what to gift, go with Harry & David!
One of the challenges Harry & David's email marketing campaigns come up against - and it's something a lot of us face - is packed, busy imagery. The five images featured in this example have a lot going on. Placed closely together, and compounded with overlaid product names and prices and numbered hearts, viewers experience information overload; It's difficult to focus on on any one thing.
Of course, one of the first things we love to suggest is "use simpler photography!" But when you're picking up catalog photo and don't have the opportunity to shoot specifically for web (much less for email campaigns) you've got to use what you've got. A second recommendation might be to cut down on the products featured, focusing on one or two best-sellers.
But sometimes you've just got to feature five (or more!) favorites. And in these cases, I'd recommend opening things up a bit. Here, the main copy block could become a full-width banner. We could feature six products rather than five for a clean 3x2 grid, bringing symmetry and balance to the creative. We could also try more whitespace between the images to give each shot more breathing room, and move the product names, prices and numbered hearts off and below the images to up clarity and readability. These simple changes would allow us to feature an additional product while making the campaign as a whole easier to digest. (No pun intended!)
Note to Valentine: those Belgian Chocolates look divine!
From: giggle Subject Line: Time for a big bed? Introducing giggle's twin-size collection. Date: Wednesday, January 24, 2007
I really like this giggle creative for two reasons. The first is that it's bright and happy. The second is that the grid of close-ups is an imaginative, visually-appealing way to feature a broad array of product. While the email may not include product names & pricing, which, according to an EmailLabs study is basically the most important piece when speaking to moms, I feel like the visual excitement generated by the brilliant colors and playful shapes is actually enough to compell click-through, even if it's just to load up on more orange. Yum!
One (huge) recommendation for improvement? I don't care how cute it looks down there: bring that call-to-action up above the fold, folks! Despite how compelling the creative may be, many-a-tired-subscriber will not scroll down in order to locate the click-through opportunity.
From: Ann Taylor Subject Line: February's New Arrivals, and a Special Online Offer Date: Thursday, January 25, 2007
In the past quarter-year or so, I've noticed a definite trend toward larger, more readable font sizes in email campaigns. Ann Taylor is on the extreme end - perhaps because their demographic is slightly older - but it's a good thing all around. We can't expect subscribers to strain to read our messaging. For instance, my mother subscribes to many of the emails I produce, and she socked me with a real eye-opener recently when she said, "I loved that sale campaign you sent last week." It was a pretty standard execution, so I asked what it was that she liked about it, and she replied: "The words were big. It was so easy to read."
OK then, here's the conundrum: how do you do both larger type and HTML text at the same time, tastefully?
From: shopbop.com Subject Line: Wide is Back! Exclusive J Brand Wide Leg Jeans + New Seven, Anlo and William Ras... Date: Friday, January 19, 2007
Shopbop's campaigns are good to look at because they tend to do a very good job presenting a cohesive visual message, despite the fact that their products come from different designers and manufacturers. They use photography, color and texture to successfully tie the different pieces together; the denim motif in this creative is a great example. I also like how they extended the theme to the submessage here.
On another note, I was sorry to learn recently that after just a few seasons of skinny jeans, I apparently need to restock my closet again with elephant legs. I have to admit - because I spend so much time looking at retail email campaigns, I've become infinitely more attuned to what's fashionable in clothing, accessories, electronics and home furnishings, and have witnessed my expenditures rise infinitely as well. A testament to the power of email marketing, of course ;).
From: Design Within Reach Subject Line: Final Week to Lounge for Less, plus Shipping and Champagne Date: Tuesday, January 23, 2007
Here, Design Within Reach infuses some fun into a standard design template. Using basic rules and color blocks, it goes from generic to Mondrian-esque. Cute.
I also want to applaud the limited-time offer specificity in both the subject line and the headline.
Finally, I'd like to call attention to the footer navigation. Many multi-channel retailers include their website, telephone number and store locator information in their footer navigation, but I like how Design Within Reach umbrellas it with the phrase "3 WAYS TO SHOP." It's subtle, but it gives the information a sense of context and serviceability.
From: Gymboree Subject Line: Gymbucks Ends This Sunday - Shop Valentine's Day Styles Today! Date: Thursday, January 18, 2007
You have one nav, but many campaigns. Make sure your nav is flexible enough to handle every situation - regardless of any single campaign's content, strucutre or color. In this example, Gymboree's green nav doesn't play nicely with the pink Valentine's day creative, and the orange logo doesn't help much either. In order to avoid this issue, I recommend either using a more neutral nav that works with any palette, or implementing a flexible nav, which retains a consistent structure, but changes color from campaign to campaign to suit the creative. (Williams-Sonoma does this well.)
From: anthropologie.com Subject Line: A window onto a new year Date: Wednesday, January 3, 2007
I like the use of color and texture here; how refreshing after way too many red holiday EDMs! But I'm wondering what kind of new year this photograph is a "window into". Is it beautiful or bleak? I'm feeling like the gal's chopped, unwashed hair, the hospital-style gown and the black leather couch are more "Girl, Interrupted" or even "The Ring" than they are dreamy or romantic.
On an unrelated note, I'm always excited to see the power of EDMs being leveraged to promote other channels. (In this case, catalog.) This is just another illustration of the obvious fact that online marketing is "the way of the future, the way of the future."
I've appreciated the humor sprinkled throughout Urban Outfitters' email campaigns, but even more I appreciate the LOVE I get each week from fredflare.com. On December 18, they told me "WE LOVE YOU / THX FOR BEING OUR BESTIE:)" which is just about the cutest thing I've ever read in an email. On December 22, they assured me that they're "HERE FOR [ME]!", all smiley with hearts, and on the 29th they thanked me for "an amazing year."
I just think it's so nice and sweet that Fred Flare is mailin' out some love each week. I always open their campaigns - they bring a smile to my face. (I'm sure they must be getting some love back in return from their customers!) This seems like such a nice way to drive sales. Maybe we could all try to inject some love into our campaigns this year. Thanks Fred Flare!
From: J.Crew Subject Line: Happy new sale Date: Tuesday, January 2, 2007
Love the polka-dot pattern on this J.Crew campaign. This is a good example of making a subtle change to freshen up a tired template. Remember: you don't have to reinvent the wheel with every design! Just playing with color or adding texture can make old designs feel new.
For those of you unacquainted with giggle, they're a baby/new parent store, offering a product assortment "pre-sorted to include only the most healthy, stylish and innovative" items. I think they've done a great job distinguishing themselves from both branding and merchandizing perspectives.
As far these EDMs go, I love the design template; the stripes and the dropshadowing around the border make for an unexpected, fun combination. But are we so overloaded with product that we don't know where to look? As a $-friendly designer, I'm all for showing the widest breadth of assortment possible, but how many elements are "too many"? At what point do we overwhelm a user into overload? Do too many click-through opportunities cancel each other out entirely?
Enormous dueling superheroes! Which of the two would you click through? (C'mon, help me out, I'm hurtin' for comments here...) I'd have to go with Pottery Barn's "Free Shipping" offer. (Didn't you know? Nobody pays for shipping anymore!)
From: Restoration Hardware Subject Line: Introducing Our New Holiday Catalog Date: Tuesday, October 24, 2006
From: Pottery Barn Subject Line: FREE shipping on more than 60 items Date: Thursday, October 26, 2006
From: Lacoste Subject Line: Happy Holidays to Lacoste's Friends and Family Date: Monday, December 4, 2006
It's snowing gators! Look out!
This holiday season, I've received a flurry of "Friends & Family" special offers like this one, all from retailers that are not my family nor my friend. While I understand the desire to make customers feel special and deals seem exclusive, it doesn't make sense to claim an intimate connection with a subscriber who's never made a purchase before.
That won't stop me from using the discount though. Keep 'em coming.
From: Crate and Barrel Subject Line: Gourmet chocolates ready to give Date: Thursday, November 30, 2006
This is what I'd call a good old, honest, hard-working EDM. There are no crazy hooks, no flashing animations and no groundbreaking, medium-altering innovations. However, what this email does illustrate are several very basic, measured best practices, which, in combination, will match the performance of any gimmick. Crate & Barrel promotes conversion by:
1) Featuring relevant, giftable product.
2) Including "FREE SHIPPING" in red in the top nav.
3) Adding a link to their Holiday Delivery Schedule.
4) Submessaging a Gift Guide, Gift Cards and Free Shipping: three very trusty catch-alls for follks who aren't as interested in fondue.
5) Keeping the overal design clean, simple and digestable.
It's not rocket science, folks: it's good customer service. Make shopping easier for your subscribers by giving them real reasons to click through.
I like both of these graphical designs from Banana Republic. Obviously, "Drop Your Pants" (on a Friday, no less) is an attention-getting graphic and subject line. (I assume the open-rate was their highest ever.) The post-Thanksgiving design is great just because of the unusual color combination: totally mashed potatoes and gravy. The cute little gravy boat icon is, well, "just gravy."
From: BananaRepublic.com Subject Line: Drop Your Pants for charity, get 15% off... Date: Friday, July 21, 2006
From: BananaRepublic.com Subject Line: Starting tomorrow, get a $25 Shop Card online & in-store... Date: Tuesday, November 21, 2006
From: katespade.com Subject Line: kate's favorites: november Date: Wednesday, November 8, 2006
As most EDMs expand in width and height, Barney's New York and, more recently, kate spade, are producing smaller campaigns. While the larger messages may provide more opportunity for promotion, these smaller messages are generally more targeted, and feel positively cute and quaint!
I understand kate spade is currently on the auction block; Nieman Marcus is potentially selling the brand to Liz Claiborne. According to the Wall Street Journal, insiders are comparing kate spade's relatively modest growth with another "affordable luxury" accessories brand: Coach. What we also need to consider is that while Coach has expanded, they've also logo-overdosed, and lost their appeal with many previous customers, me included. It will be interesting to see what would happen to quaint little kate with Liz in charge...
From: Tretorn Subject Line: Make a Splash with Tretorn Boots Date: Wednesday, November 1, 2006
I honestly don't know how I got on Tretorn's list - I haven't seen a pair Tretorns since like the eighth grade! - but, being such an avid email and catalog subscriber, I get sold down the river constantly. Apart from that, I was happy to receive this EDM. Being a Swede myself, I do adore the clean, spare design. I also applaud their excellent English; often, foreign-based retailers' campaigns sound very "ESL".
In what has felt like an increasingly slick and sanitized culture, it's refreshing to see "authentic" trends surfacing in fashion and media, from a recently-renewed national interest in sewing to homemade videos on YouTube. These Urban Outfitters EDMs for Free People and their namesake brand actually feel like they were drawn by human beings. I especially love the bird in boots.
From: UrbanOutfitters.com Subject Line: No Second Chances. Free Shipping On Boots Ends Sunday! Date: Friday, September 29, 2006
From: FreePeople.com Subject Line: Tights for Day and Night...Alright! Date: Friday, October 6, 2006
From: BananaRepublic.com Subject Line: New bags and boots define Fall's best looks Date: Thursday, August 31, 2006
From: Brooks Brothers Subject Line: Exclusive 25% Savings at Brooks Brothers Date: Tuesday, September 26, 2006
Here, both Brooks Brothers and Banana Republic use of-the-moment textures - argyle and dark wood respectively - to add depth and character to these campaign designs.
Call me crazy, but I honestly believe the introduction of the black iPod has ushered in a slew of suddenly-black merchandise and design. When was the last time you saw CB2 using a black background color? In some cases, it works: Bergdorf's GUCCI treatment fits. In others, it doesn't: Burberry's Fall Menswear message feels forced and off-brand.
From: Apple Subject Line: The Nike + iPod Sport Kit is now available. Date: Monday, July 17, 2006
From: CB2 Subject Line: Check out our brand new catalog Date: Tuesday, September 12, 2006
From: Burberry Subject Line: Shop Fall Menswear Essentials at Burberry.com Date: Tuesday, September 5, 2006
From: Bergdorf Goodman Subject Line: GUCCI: The fall runway collection Date: Wednesday, September 6, 2006
From: Barneys New York Subject Line: NY Warehouse Sale - Final Weekend! Date: Friday, September 1, 2006
From:Barneys New York Subject Line: Gobs of Gold Mounds of Jewels Date: Wednesday, September 6, 2006
Here, Barneys experiments with impractical but new and engaging design shapes. The circular and long, lean rectangular designs stand out in an inbox full of squares.
From: UrbanOutfitters.com Subject Line: Tunics: They're long shirts. Date: Thursday, July 20 2006
While I appreciate the GNR reference ("Appetite for Destruction" was the first cassette tape I ever bought back in the fourth grade), I have to say that Urban Outfitters' new look and feel for Fall 2006 is just plain depressing. They pioneered some great design trends last year with their "cut and paste" and "rubber stamp" looks; in comparison, the Fall '06 designs look so sad and flat. I have to wonder whether it's a direct expression of the company's financial performance, which has been disappointing so far for 2006. Click here for a Yahoo! Finance article with details.
From: katespade.com Subject Line: we're helping you say "thank you" Date: Thursday, June 8, 2006
From: FreePeople.com Subject Line: Are Your Friends on the List to Get Our Catalog? Are You? Date: Friday, June 9, 2006
From: UrbanOutfitters.com Subject Line: So awesome, you bought them all. (We made more!) Date: Friday, July 7, 2006
My penmanship has degenerated into an illegible scrawl; my atrophied muscles cramp over a single "thank you" note. Notes, postcards and post-its: as snail mail goes the way of the dinosaur, handwriting has been showing up all over the web. Here, Kate Spade, Free People and Urban Outfitters use handwriting to convey the sense that we're part of an intimate person-to-person dialogue: accepting Mr. Oliver Oh-So-Right's marriage proposal on monogrammed stationery; participating in what appears to be a coke-snorting boho correspondence; receiving cavalier notes "heart, us". I feel more authentic already.
From: CB2 Subject Line: new...the affordable modern catalog Date: Tuesday, July 18, 2006
While I appreciate CB2's "all modern eyes" campaign for it's novel kaleidoscopic display of product, I am most interested in it's implications when read as a cultural document. Here, the Buddha is purely decorative, time costs just $29.95, and the mandala - a ritualistic geometric design symbolic of the universe, used in Hinduism and Buddhism as an aid to meditation - features the most important components of our modern universe: merchandise, which we subconsiously believe that, when purchased, will bring us consumer nirvana.
University of Washington Asian Languages & Literature Professor Collet Cox often refers to a mental construct she terms "the grid of desire" wherein we separate and fixate upon objects outside of ourselves, hoping to find completion in union with these objects. Expanding upon that idea, we can see the EDM is a virtual "grid of desire," uniting customers with Gaucho Side Chairs, inducing a temporary shopper's high. Whenever I make an especially unnecessary or expensive purchase, I like to joke: "Now, I am complete."
From: Barneys New York Subject Line: Barneys Loves - Goyard Date: Monday, May 1, 2006
From: Barneys New York Subject Line: Barneys Loves - Frederic Malle Date: Friday, May 5, 2006
This week, Barneys kicked off what appears to be a suite of email campaigns that are basically screenshots of their website category pages. (You can see the Goyard landing page here, and the Frederic Malle page here.) I'm sure Barneys is excited about their recently re-launched website, but EDMs should draw traffic to category page designs, not regurgitate them verbatim.
Word of advice: if you don't have a relevant message to deliver, and/or you don't have the time to execute a proper email design to convey that message, just be silent. While they may drive some traffic in the short term, a series of weak campaigns will result in bored subscribers, and thereby decreased open rates in the long run. If you want customers to open your email campaigns, click through, then invest a few thousand dollars in a handbag, invest in your customers by crafting elegant, efficient EDMs.
From: Williams-Sonoma Subject Line: Just for Mom: Williams-Sonoma’s Personalized Apron Date: Wednesday, April 19, 2006
Here, Williams-Sonoma does a great job of engaging the customer in personalizing a unique gift "just for mom". While many online retailers tout personalization, Williams-Sonoma really enrolls us as active participants in the personalization process. By featuring personalization process screenshots, they inspire us to envision "Mom's Name" spelled out on the bright apron color of our choosing, mentally guiding us halfway through product purchase before we even click through the EDM. Brilliant.
On a general note, the colors in this design are lovely.
In these two campaigns, texture aesthetically pleases and augments product value.
Following their previous spring EDMs, Janie and Jack use a layering of graphical elements, echoing the texture and color of the featured product. Here, they add an additional element - a close-up product photograph - to further emphasize quality and craftmanship.
Anthropologie also employs the same type of graphical treatments they've used all spring, however, this is one of the few times it's effective. While previously the color blocks might have looked "cool," they were basically meaningless. Here, the washes of color and texture mirror product shape and fabric, adding to the "fresh, relaxed" message.
From: Janie and Jack Subject Line: Fresh Casual Collections Deliver Date: Tuesday, April 11, 2006
From: babygap.com Subject Line: New Outfits for Sunny Days Date: Tuesday, April 11, 2006
From: Gymboree Subject Line: New Island Styles and Don't Forget Rise & Shine! Date: Thursday, April 13, 2006
In contrast to the campaigns I discussed on April 11, all three of these messages include fun, subtle graphical treatments that don't obscure the product offerings.
Comparatively speaking, I love the refinement and simplicity of the Janie and Jack message. Gap and Gymboree offer up a few more options with three submessages each. Which is more effective: Gap's new vertical or Gymboree's more traditional horizontal submessage placement? I like the immediacy of seeing Gap's submessages directly to the right of the main message, no scrolling required, but do they add too much visual clutter, and do they almost feel like Google sidebar ads? Is this the start of an industry-wide no-scrolling-required submessage placement trend?
From: Gymboree Subject Line: Special Offers for Spring, Starting at $9.50 Date: Thursday, April 6, 2006
From: Old Navy Subject Line: New Naturals-Get the Season's Must-Have Hues for Baby Date: Tuesday, April 11, 2006
These Old Navy and Gymboree designs are remarkably similar, and they share the same fault: the graphical treatments overwhelm the featured product. I know how much we all love adding special touches to our designs, and we're currently seeing a trend that allows for more of that, but we shouldn't let these special touches obscure the items we're promoting. In both of these campaigns, I believe the customer and the business would have been better served by toning down the graphics and increasing the real estate allocated to the product imagery.
From: Crate and Barrel Subject Line: Think Modern New Pinks Date: Tuesday, March 28, 2006
From: Crate and Barrel Subject Line: A New Wave of Watercolors Date: Tuesday, April 4, 2006
From: Crate and Barrel Subject Line: Greens that Wow Date: Monday, April 10, 2006
Following up on my March 21st entry, I absolutely adore this series of designs. And it looks like, as per my recommendation, Crate and Barrel has added a call-to-action! Now we have beauty and practicality. Hooray for aesthetic advancement in Email Direct Marketing!
From: Barneys New York Subject Line: Celebrate! Date: Friday, March 31, 2006
What fun! Simple yet effective: a gal hanging from a chandelier combined with a quick note in cavalier script really embodies that offhand "we're rich and we don't care" attitude. We also see an intelligent use of Date and Subject Line: we get to "Celebrate!" on a Friday.
Being one who constantly checks her email, I literally saw this message enter my inbox. I clicked through immediately, and if the delays that occured on the site were any indication, everyone was curious to see the new beauty, and clicked through immediately, upping the traffic and thereby slowing the speed. Unfortunately, the follow-through was a major disappointment. Barneys' new site is only mediocre aesthetically speaking, and sort of sucks from navigability and functionality standpoints. Maybe they should have done a a little more work on it before announcing to the world how great it was. Or maybe my experience simply mirrors the disappointment we all feel when the sparkle of a gorgeous new purchase eventually fades.
From: The Museum of Modern Art Subject Line: Last chance to save $10 on the newest arrivals at MoMAstore Date: Wednesday, March 29, 2006
This email was brought to my attention by Kate Addiego. Thanks Kate!
The MoMAstore consistently delivers campaigns with clear messaging and clean design. This EDM is a nice example of successfully bringing together what could have been a mishmash of product imagery through common shape and color.
As a museum-affiliated enterprise, MoMAstore faces the unique issue of addressing the consumer and the connoisseur. The consumer saves $10 on their coasters, while the connoisseur admires a 2005 vase by Tokuda. Objects d'art get dates rather than prices!
From: Janie and Jack Subject Line: Our New Collections Capture an Adventurous Spirit Date: Wednesday, March 22, 2006
This is the first email I've ever received from Janie and Jack, and I find the creative execution absolutely precious. For those of you in kids' retail, I highly recommend ordering a Janie and Jack spring catalog; it's beautiful. The attention to design detail suggests a quality product worth it's full price, and the rich layering of texture and color inspires a parent to imagine layering shirts and sweaters on their little Janies and Jacks.
From: Crate and Barrel Subject Line: Introduce a new bold pop of color Date: Tuesday, March 21, 2006
Wow! In an unprecedented move, Crate and Barrel "breaks the grid" with an asymmetrical mix of silhouette and environmental photography. Obviously inspired by the mini-catalog that arrived in-home today (which is wonderfully colorful), this email is a fun departure from the usual all-silo or all-enviro messages that come not only from Crate & Barrel but the majority of furniture and apparel retailers.
One recommendation for improvement: I appreciate the simple copy, however, adding an underline or a carrot to suggest a call-to-action would inspire so much more click-through that it would be worth the design compromise. It's fine to leave product names and prices out for the sake of a cleaner design, however I feel it's absolutely necessary to include at least one clear point of entry.
From: PBteen Subject Line: With the right stripes, a girl can't go wrong. Date: Thursday, March 2, 2006
From: PBteen Subject Line: With the right stripes, a guy can't go wrong. Date: Thursday, March 2, 2006
What a fun way to apply a catalog-like editorial look to a tabbed email. While this treatment isn't all that different from PBteen's usual fare, the addition of copy blurbs at novel angles and an environmental and silo image mix makes the message more compelling.
OK, I confess, I designed this message! How cute is it though!?
From: Burberry Subject Line: Invitation to Men's Made-To-Order Clothing Event at Burberry Date: Monday, February 27, 2006
From: Barneys New York Subject Line: Men's made to measure clothing Date: Sunday, February 26, 2006
We've got ANOTHER double-message today - Burberry and Barney's sent out Men's Made-To-Measure messages within 24 hours of one another. This is getting uncanny! I wonder whether this dup has anything to do with Tom Ford's announcement of his own new Made-To-Measure collection.
While the bright colors and stitching element in the Barney's campaign are cute, I find the Burberry treatment most effective: it's refined, classy, and more relevant for the older, monied customer who is more interested in "THE PERFECT FIT" than "THE ULTIMATE HIGH".
On a separate note, it looks like Burberry has fixed their HTML footer misalignment issue. Thank you!
From: Ann Taylor Subject Line: Our Spring Favorites, and $5 Shipping Ends Sunday Date: Thursday, February 23, 2006
While this creative treatment is pretty, and grahical patterns and polaroid framing are "so hot right now," their usage here seems a sort of gratuitous. This message might have been better-served by a simple 3X3 grid.
From: Safeway.com Subject Line: Great deals on Great wines Under $10 Date: Wednesday, February 22, 2006
This email message was brought to my attention by a colleague. Thank you!
The story here isn't so much the wine or the meat. ("The Great Meat Sale!" just sounds weird to me.) What's smart about this message the structure; they did a really nice job handling their main and submessage placement. The light grey bar dividing the two breaks the separate messages while keeping the unity of the design as a whole. Yay, Safeway!
From: Athleta.com Subject Line: Leap Into Spring With Athleta Date: Tuesday, February 7, 2006
Athleta makes a beautiful, dramatic use of whitespace with this "Leap Into Spring" campaign. In an inbox cluttered with super-saturated multi-messages, this EDM was a nice breath of fresh air (which is an appropriate sentiment to associate with the "climb a mountaintop and do your sun-salutation"-like Athleta brand.)
"Leap Now" was a little much for me as a call-to-action, but nonetheless, I'd recommend making it "Leap Now >" to distinguish it as clickable.
Website: American Express
Website: Apple
Website: Barneys New York
From: Kate Spade 
From: Nike 
From: opening ceremony online
From: HR Baby&Child 
From: The Container Store 
From: west elm
From: UncommonGoods
From: Teva
From: French Connection
From: Diesel
From: Victoria's Secret
From: The London NYC
From: Gilt Groupe
From: CB2
From: BananaRepublic.com
From: MobileMe
From: Fresh Pair
From: Staples
From: Mileage Plus
From: Moosejaw
From: MGM Grand
From: Martin + Osa
From: Papyrus
From: Gilt Groupe
From: Kohls.com
From: Anthropologie
From: Anthropologie
From: ENTERTAINMENT WEEKLY Magazine
From: Modcloth.com
From: The Zoe Report
From: Saks Fifth Avenue
From: Shutterfly
From: Old Navy
From: The Container Store
From: Free People
From: Hollister
Setting aside the fact that Whole Foods is probably not the most economical place to shop, I still feel somehow healthier when I buy my food there. I just signed up for their emails yesterday, and while the Welcome letter was a little boring, I'm loving their newsletter! Here's what I heart about it:
From: Crewcuts
From: Abercrombie & Fitch
From: Hollister
From: Serena & Lily
From: Victoria's Secret
From: CompUSA.com
From: Chris Michaels
From: giggle
From: Lands' End
From: Crate and Barrel
From: Johnnie Boden
From: Coach
From: shopbop.com
From: Victoria's Secret 
From: Coach
From: Banana Republic
From: Bose 
From: Kate Spade
From: shopbop.com
From: Sephora 
From: Lisa Harmon
From: CB2
From: Smith-Harmon
From: Sephora 
From: Abercrombie
From: shopbop.com
From: Williams-Sonoma
From: Michael Stars
From: Ann Taylor
From: Saks Fifth Avenue
From: Horchow
From: lululemon athletica
From: Tiffany & Co
From: Coach
From: Starbucks.com
I'd originally planned to use this post to scold Burberry for designing their emails again and again in a way such that the preview pane view is woefully unhelpful. (I've animated through five examples at left to give you the gist of it; please click the thumbnail to experience it at full size.) It's impossible to tell what the messages are about - and just as tough to find a point of click-through - without scrolling down. 
From: J.Crew
From: shopbop.com
From: RedEnvelope
From: J.Crew
From: Abercrombie & Fitch
From: Louis Vuitton
From: katespade.com
From: Dean & DeLuca
From: giggle
From: BananaRepublic.com
From: Betsey Johnson
From: Bluefly 
From: CB2
From: Built by Wendy
From: PUMA
From: CB2
From: Harry & David
From: giggle
From: Ann Taylor
From: shopbop.com
From: Design Within Reach
From: Gymboree
From: katespade.com
From: anthropologie.com
From: fredflare.com
From: J.Crew
From: giggle
From: Restoration Hardware
From: Lacoste
From: Crate and Barrel
From: BananaRepublic.com
From: katespade.com
From: Tretorn
From: UrbanOutfitters.com
From: katespade.com
From: BananaRepublic.com
From: Apple
From: Burberry
From: FreePeople.com
From: Barneys New York
From: Nike
From: UrbanOutfitters.com
From: CB2
From: online@ luckybrand.com
From: Williams-Sonoma
From: Barneys New York
From: The Museum of Modern Art
From: Janie and Jack
From: Crate and Barrel
From: Ann Taylor
From: Safeway.com
From: CB2
From: Athleta.com
