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From: Pottery Barn Kids Subject Line: Trick or treat! Costumes starting at $29 + treat bags ship free Date: Thursday, August 19, 2010 From: Nature Made Subject Line: Men's Health: The Benefits of Fish Oil for Men Date: Friday, June 18, 2010 |
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A few tips for designing with HTML text: Use HTML-safe fonts. Using fonts such as Arial, Georgia, Verdana and Times will allow the copy to be coded as HTML text instead of as an image, thus allowing the copy to be viewable with images disabled. If you find system text utterly boring or off-brand, we suggest using your special font for the headline only -- just make sure to include an alt tag on that image when coding. 
Use solid colors behind HTML text. Outlook does not display background-images (images that appear behind HTML text). So keep that area free of gradients, patterns or images. Outlook does, however, show background-colors -- so the color behind your HTML text doesn't have to be white. In this example, notice that the image behind the system text does not show up in Outlook. Instead, you see a solid color (that you can choose). It's particularly important to apply a background color behind your images if your system text is white. 
Keep copy away from rounded corners. When designing with rounded corners, keep in mind that the portion of the box that includes the corners will need to be cut as an image. So keep your copy outside of that image in order to code that copy as HTML text. 
Know that HTML text will expand differently (horizontally and vertically) in different browsers. Therefore: 1) make sure to leave adequate room at the end of your paragraphs in case a word needs to jump to the next line, 2) don't cut your paragraph too close to images, 3) make sure your line height is at least equal to the font size and 4) leave some extra space below your copy block. 
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Category Archive: Imagery
August 26, 2010
May 27, 2010
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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 |
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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.
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May 25, 2010
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From: Anthropologie 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! |
March 23, 2010
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.
March 17, 2010
From: PumaSubject Line: 25% Off - Lucky You!
Date: Tuesday, March 2, 2010
Sports-style brand Puma made a bold statement with its recent St. Patty's Day email. Often tame with its holiday creative--this heart-adorned Valentine's Day message comes to mind--Puma opted to forgo the predictable shamrock graphics in favor of something far more striking.
The creative features an image of a dozing leprechaun and his anonymous, stocking-clad guest, sprawled over one another in the remains of the evening's merriment, with the headline "You Don't Have to be Irish to Get Lucky." In the center of all this is a single sneaker, dangling on the woman's foot. I suppose this technically makes it an on-body product shot, and therefore one of the more provocative of its kind in recent memory.
Now, some may argue that this in poor taste (or even just stupid). There's probably a case to be made there. It's got the same kind of tongue-in-cheek, not-so-subversive fratty humor that you see everywhere from faux-thrift store t-shirts to men's body wash ads which, even if you find them funny, can be tiresome in their ubiquity.
Whether the creative appeals to you or not, however, it's undeniable that Puma takes a smart risk by shifting toward this type of edgier messaging. The brand speaks in a more relevant way to a coveted demographic, namely dudes with disposable income in their twenties and early thirties.
Puma has also created content that's interesting enough (or at least startling enough) to be shared and commented on by the same demographic. In our office, it was forwarded around and definitely became the topic of conversation--not because of the discount, but because of the imagery. This kind of conversation can both increase brand awareness and act as a vehicle to spread the sale message.
Additionally, Puma manages to differentiate itself in the inbox from similar brands and similar sale messaging. A significant fact to note is that this message was sent two weeks before St. Patty's Day, when the only evidence of the holiday seemed to be the Guiness display at the grocery store. By sending earlier, Puma got a jump on other retailers competing for attention around a similar type of message.
Ultimately, this type of messaging wont work for all brands and certainly wont resonate with all subscribers. You have to give credit to Puma for recognizing and speaking to a part of its audience, even with the inherent risk involved in moving away from safer options. No matter what your brand, it never hurts to examine new ways to make your messaging stand out and appeal to your followers. Who knows? You might just get lucky in a way you never expected.
March 11, 2010
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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. | ||
February 26, 2010
From: BananaRepublic.comSubject 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!
February 11, 2010
From: CliniqueSubject Line: 3 tips to make eyes pop | FREE Shipping + 2 FREE minis!*
Date: Wednesday, February 10, 2010
From: CliniqueDate: Wednesday, February 10, 2010
I was thinking about buying some eye shadow -- easy right? Nope. There's matte, sheer, shimmer, gloss, pearl, powder, stick, cream, roll-on, liquid... and the list goes on. Makeup can be a bit overwhelming, so I was glad to see Clinique's eye-opening tips included in their email. The jumbo-sized products take me back to my pre-school picture books when life was a bit simpler, and there's plenty of clean, white space that leave me feeling calm and relaxed. I can totally do this.
The Eye Shadow Duo? I can rock that. And now I know how to put it on like a pro! As an added bonus, clicking on the Shop Now button takes me directly to the Eye Shadow Duo page and right below the product information, there's a How to Use tab with instructions, a Video tab with a demo and an Expert Tips tab that shows me how to bring out the best in my eyes.
Providing product tips increases my confidence and makes me much more likely to buy. I still have to make the all-important decision of matte verses shimmer, but at least I'll know how to put it on once I do. Thanks, Clinique!
February 1, 2010
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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 |
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There's no doubt that Apple has AWESOME design sense. Every email I get from them is breathtaking:
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January 20, 2010
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.
December 15, 2009
From: StaplesSubject 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.
December 8, 2009
From: Martin + OsaSubject 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.
December 4, 2009
From: Williams-SonomaSubject Line: 1 Day Only: 50% Off Ebelskiver Filled Pancake Pan Online & In Stores
Date: Friday, December 4, 2009
I always thought this was a Mae West quote, but The Googles informs me that it was actually attributed Oscar Wilde. But that's besides the point... :)
During the holiday season I get such a ridiculous amount of Emails, that it really takes something special for me to take notice. This one from Williams-Sonoma totally did it for me. I was completely drawn in by the scrumptious looking hero image featuring those little chocolate-filled pancakes drowning in caramel sauce (I think I'm gaining weight just looking at the picture!). Also, the marketing aspect is completely spot-on with the 1-Day Deal 50% Off - I'm excited to see if there will be more 1-Day Deals. In any event, I totally feel the sense of urgency... must get now! And I'm not the only one: two fellow Smith-Harmon bloggers (who will rename nameless) are planning to stop by their nearest Williams-Sonoma after work today to buy said Ebelskiver pan.
December 1, 2009
From: PapyrusSubject 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?
November 25, 2009
From: Gilt GroupeSubject 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.
November 11, 2009
From: AnthropologieSubject Line:Our niftiest gifts & cleverest contraptions.
Date: Wednesday, November 11, 2009
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?
November 4, 2009
From: fredflare.comSubject Line: 30% OFF + a dancing kitten
Date: Wednesday, November 4, 2009
Check out this very cute and savvy Holiday Preview from Fred Flare. Do you want to see that dancing kitten? Yes! A million times yes!
I am always impressed by the way Fred Flare keeps things sweet and positive while maintaining a cheeky irreverence. Their emails are never short on delight, and this one is no exception. Here, they present a funny twist on the "favorite picks" trend with a list of gift suggestions picked out by the adorable Charlie Fuzzy Caterpillar. Click on his picture and you'll be taken to a cute series of photos of Charlie doing a pirouette. I'm hooked already!
Here's the sneaky part: by placing Charlie's photoshoot down the center of the page, the reader is prompted to keep scrolling until-voila!-they've viewed the entire blog post, which is chock-full of links to other parts of the website. Even though you've just viewed a lot of content, it doesn't feel like a trick.
October 9, 2009
From: AnthropologieSubject 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.
October 6, 2009
From: ENTERTAINMENT WEEKLY MagazineSubject 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.
September 28, 2009
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
September 25, 2009
From: Saks Fifth AvenueSubject 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.
September 24, 2009
From: ShutterflySubject 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.
I give this email 5 hearts!
September 2, 2009
From: Forever21Subject Line: Tough Love - Shop Leather
Date: Tuesday, September 1, 2009
What was this email about? I'll never know. I can't stress enough how important it is to use HTML text in designs, or at the very least alt tags on images with graphical text to convey your message/s. This is vital for subscribers that have images disabled as well as when an error occurs, keeping your images from displaying properly. When all else fails, it's always good to have a link to a web/hosted version of the email. Unfortunately, even the hosted version of the email wasn't working.
August 4, 2009
From: crewcutsSubject Line: the new crewcuts catalog is here
Date: Friday, July 31, 2009
I must admit, I got a wee bit teary-eyed at how adorable this image is. It is just so darn sweet! I love how, not only do the BFFs have their hair braided together, but that it all comes together in a heart shape! :)
BTW, this was the first time since the post Holiday sales that I've clicked through on a J.Crew email. I know that I tend to hold a service grudge longer than necessary, but I was completely in the mood to buy a winter coat and A) their website at the time was very un-user friendly and B) when I went to complete my order, their shopping cart was "experiencing technical difficulties" which prevented me from following through. A lost opportunity for them! Their website looks to be much improved now (with the helpful sub-category of sizes in the sale section), but OUCH! they are still kinda pricey!
July 21, 2009
From: HollisterSubject 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.
July 16, 2009
From: Serena & LilySubject 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?
June 2, 2009
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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.
May 15, 2009
From: Abercrombie & Fitch
Subject Line: New for Summer.
Date: Thursday, March 26, 2009
From: Abercrombie & Fitch
Subject Line: Post-Grad by Abercrombie & Fitch
Date: Tuesday, April 7, 2009
From: Abercrombie & Fitch
Subject Line: The Cheeky Cousin of Abercrombie & Fitch
Date: Tuesday, April 21, 2009
Each Abercrombie & Fitch email I receive violates my comfort more than the last. I'm at the point of considering unsubscribing due to the graphic content. I would be curious to find out how successful these campaigns are. I can't even tell what they're advertising - 2 of the 3 don't even have a call-to-action.
Share your thoughts: Are they going too far, or does sex sell???
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... :)
May 2, 2009
From: introducing our first ever crewcuts catalog + free shippingSubject Line: J.Crew
Date: Friday, May 1, 2009
I am all about beauty and brains.
This image has both.
(1) It's delightful with sorbet colors, chalk swirls and jungle animals.
(2) It tells a story: this girl is sitting on her brothers' skateboard in her SoCal driveway. Those are his jungle animals. Those are her chalk drawings. She's so proud of her jewels and her tutu.
(3) It sells: the accessories, the clothes and the shoes are unmistakably crewcuts, and will make your kids' life - and your life - as smooth as strawberry sorbet.
This email message also includes a "View this email on a mobile device" link. For the uninitiated: for now, this is how a "mobile version" should look (at right.) Simple to do, right? Go for it, all! Only I think J.Crew is being a little too eager putting the mobile link as the first element of the preheader. I'm interested in what portion of audiences are clicking on this link from brand to brand. Have any input for us?
I would probably dress just like this every day if I could, only none of you would take me very seriously ;).
April 6, 2009
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.
March 16, 2009
From: The Ritz-CarltonSubject Line: The Ritz-Carlton Provides a Romantic Western Getaway
Date:Wednesday, February 11, 2009
This caught my eye for a number of reasons. A few (ahem!) years ago, in my life before Email Marketing, I used to work for The Ritz-Carlton (to this day I still say "my pleasure" in place of "you're welcome"). Naturally, I have been on the lookout for Email campaigns from The Ritz (and having high expectations for them!). This is the first one that I have personally received from them. I really like the main visual, which particularly stands out to me, because I just learned from my husband (whose latest hobby is making short films) that the term for this type of camera shot is called Forced Perspective. Aside from the wonderful hero image however, I think The Ritz has room for improvement (or an opportunity, as they would call it) for the overall layout. I know the R-C is very conservative, but the header logo area is just boring, the subject line is uninspired and the banners need a complete makeover IMHO. :)
January 20, 2009
From: abercrombie
Subject Line: get the coolest fleece by christmas.
Date:Thursday, December 11, 2008
From: abercrombie
Subject Line: winter coats to keep you warm.
Date:Thursday, October 30, 2008
From: abercrombie
Subject Line: classic fleece to keep you warm.
Date:Thursday, October 9, 2008
From: abercrombie
Subject Line: classic fleece to keep you warm.
Date:Thursday, September 4, 2008
From: abercrombie
Subject Line: get the coolest new looks for fall.
Date:Thursday, September 18, 2008
Since I started subscribing to abercrombie kids email, I've been seeing the same girl and boy models over and over. This isn't too strange--some of my favorite brands like Free People and Anthropologie also feature familiar faces across multiple creatives. What's baffling about these abercrombie photos is that it's the same kid, wearing the same thing, in the same location--sometimes even the same photo used again and again? Why is this? Is the boy just so adorable in this flannel shirt that he generates more click-throughs than displaying a variety of clothing or range of environmental shots?
This isn't the first time we've been baffled by Abercrombie & Fitch's email creatives, as you can see in other entries. Are they going for irony? Are they being lazy? Does this approach really work? We're not sure. If anyone has any insight, please tell us...why??
January 6, 2009
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.
Download the free reportlet now to get the panoramic view of what happened in the world of retail email in 2008.
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.
Download the free reportlet now to get the panoramic view of what happened in the world of retail email in 2008.
January 5, 2009
From: Tommy Bahama Subject Line: Relax
Date: January 5, 2009
I love the imagery and sentiment of this Tommy Bahama email, which hit my inbox today. On the plus side, it totally makes me want to plan a mid-winter escape to some place warm and sunny. On the down side, I think they should have dropped the "spirit of the season" idea and focused on "Happy New Year". The holidays are definitely over, so the copy of this email feels a little late to the party. Kudos to the subject line though, which simply says: Relax. The perfect mantra for the first back at my desk.
November 20, 2008
From: BebeSubject Line: Shop party dresses: holiday favorites and styles under $100
Date: Tuesday, November 11, 2008
From: Bebe
Subject Line: Get dressed for 30% LESS! Enjoy a limited-time offer on ALL your favorite dress styles.
Date: Tuesday, November 18, 2008
I get a lot of emails featuring models in formal dresses. I usually don't pay much attention to them because they aren't very visually interesting and because I don't attend many events that call for fancy garb. While the layout of these bebe emails is simple and similar to others, their industrial environmental shots are eye-grabbing. The sharp contrast between the delicate models in their sleek dresses and the urban junkyard scenes lets the dresses dazzle, and the story-spinning part of my mind wonders what's taken these ladies out into the dark parts of town in such sparkling apparel. bebe's imaginative angle is a worthy challenge for others to step it up and spice up their messages without having to go too crazy with layouts.
September 9, 2008
From: Old NavySubject Line: The 40% Off Baby Sale, Plus a Special Deal for Adults
Date: Friday, September 5, 2008
I had to blog on this just because I thought the picture was so stinkin' cute!! How in the world did they get that little boy to pose like that?!
March 5, 2008
From: Michael KorsSubject Line: Now online: The NEW Spring Catalog
Date: Tuesday, March 4, 2008
After a very rainy winter in Seattle, and in an inbox full of emails about shoes, I have to say I found this image of bare feet really refreshing. It's not that often that you get an email that actually shows feet. Think about it. It's stimulating, remembering what it feels like to walk around barefoot outside.
February 29, 2008
From: CoachSubject Line: Introducing Signature Stripe: Online Today and In Stores Monday
Date: Friday, February 8, 2008
I'm a fan of the enviro-silo photo mix. Square-cut environment shots set the mood, bring lifestyle into the design and show product in use, while silhouette photography is great for featuring product details and close-ups. Visually, adding silos to the mix (as opposed to a grid of many square-cut shots) opens up the design and keeps file size light. Try it, you'll like it ;)!
January 31, 2008
From: PiperlimeSubject Line: Say hello to color!
Date: Thursday, January 31, 2008
This is a fantastic example of imagery, copy and content aligning to create a delightful user experience. Heck, it's just plain happy. I love rainbows! And patent leather! I really want a purple patent leather Mulberry Bayswater bag right now.
Piperlime generally does a good job with photography, propping their product in playful ways that make imagery relevant to messaging. Sign up for their emails if you're looking for product photography inspiration.
January 11, 2008
From: Brocade HomeSubject Line: Save Up to 40% on Rugs & More
Date: Thursday, January 10, 2008
From: Garnet Hill
Subject Line: Soak it Up - Save 30% on Our Signature Towels
Date: Friday, January 11, 2008
Here, Brocade Home and Garnet Hill come up against a common challenge: depicting a textile in multiple colorways.
Brocade Home's rugs are not only poorly cropped; they also appear to need vacuuming. (Thanks to Smith-Harmonite Sarah Milsow for that particular callout!) I personally love a little frill - I'm a fan of the brand - but I'd like to see BH do something more exciting with their email creative. They have an opportunity to bring the Baroque ornamentation their brand is famous for into their creative in a much more dynamic way.
Moving on to Garnet Hill: love the towels in the tub. I feel like I get emails from Restoration Hardware pretty much every day featuring vertical towel stacks; it's fun to see them featured differently here.
January 10, 2008
From: fredflare.comSubject Line: you have a nose for NEW...
Date: Thursday, January 10, 2008
This is rather bizarre!
December 18, 2007
From: Abercrombie & FitchSubject 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!
November 20, 2007
From: katespade.comSubject 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.
November 6, 2007
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!
May 1, 2007
From: Built by WendySubject 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.
April 17, 2007
From: CB2Subject 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!
April 3, 2007
From: shopbop.comSubject Line: Gleaming Accents: Sunglasses, Shoes, Handbags & Jewelry
Date: Monday, April 2, 2007
What could be smarter than an email promoting four low pricepoint, high margin accessories categories? Being prepared enough to coordinate it! I want to mention shopbop again as being one of the best examples of a retailer who approaches photo intelligently. They shoot product across a span of categories and sources in the same environment, allowing them to successfully weave disparate items into tight visual stories, thereby managing to avoid the dreaded "garage sale" look of a cobbled-together campaign that has the marketing message down, but not the assets necessary to address it cohesively. I am a big proponent of shooting specifically for the email channel; it makes sense to push for it as email marketing continues to drive a larger and larger percentage of ecom sales.
March 13, 2007
From: gap.comSubject Line: Lighten Up for Spring
Date: Tuesday, March 13, 2007
Someone needs to tell this model to lighten up. Honestly, she does not look psyched about her khakis. Let's try to keep our copy and imagery synchronous. Otherwise we're saying "no" when we really mean "yes", right?
March 7, 2007
From: CB2Subject Line: wait til you see this chair
Date: Tuesday, March 6, 2007
This campaign from CB2 is a breath of fresh air. It's simple, bright, seasonally-appropriate, and just plain happy. And the subtle butterfly animation makes the whole thing that much more "just so." There's a tangible sense of creative and marketing teams getting excited behind this one, and subscribers can feel that. You guys win the spring spirit award this week for sure.
March 6, 2007
From: shopbop.comSubject Line: Trend Alert: Wide-Leg Pants, Vintage & Navy for Spring at shopbop.com
Date: Tuesday, March 6, 2007
Those of you who receive email updates from shopbop.com are probably familiar with this face. This redhead has been appearing in shopbop's campaigns consistently for as long as I can remember. I'd thought I was sick of seeing her day-in and day-out (Like, can't shopbop afford a second model?) until, recently, she began appearing less. Opening campaigns to find random brunettes and blondes, I found myself missing the redhead - as though my personal rappaport with the face of shopbop was left dangling. When we were finally reunited with this campaign on March 6, I was embarrased to find myself feeling quite content.
(I'd like to think) I'm not alone in my imagined internal dialogues with said redhead. But even if my particular experience is more ridiculous than most, the big-picture reminder here is that your customers - the most "die hard" in particular - are looking to your brand for a sense of continuity. They want consistent visual and verbal cues. They want a solid relationship. They've bonded to your imagery, your voice and your design - that's one of the reasons they are "buyers." So be careful and gentle when you make changes to your email creative. And have good reasons for changing direction. Don't switch things up just because you as a marketer are personally sick of the proverbial redhead.
December 13, 2006
From: American Eagle OutfittersSubject Line: Get Gifted with Great Gifts under $30
Date: Wednesday, December 13, 2006
While it's a challenge we face all year long, avoiding the dreaded "garage sale" mish-mash of product photography becomes particularly difficult during holiday, when strategy calls for random groupings of product to be featured together under various promotional umbrellas such as "free shipping" or, in this case, "under $30". But American Eagle Outfitters has done something extremely intelligent in order to avoid that. They've photographed all of their giftable product in a super-holiday environment, which, rather than playing up the "garage sale" factor effectively neutralizes it. Think about the amount of work and hassle this saves: creative no longer needs to fake backgrounds to make products shot in different environments look as though they were shot at the same location; business and creative don't have to argue about what products can be tastefully featured in tandem. This is total genius! Let it inspire us all to do better photo planning for Holiday 2007. Let's photograph absolutely everything in front of a Christmas tree, then rest just a little easier for the the rest of the holiday season. High five, AE!
P.S. AE, if you actually did a great job of PhotoShopping these products onto this background, think of how much easier it would have been if you'd photographed them all this way in the first place!
July 22, 2006
From: FreePeople.comSubject Line: For the Season In Between
Date: Tuesday, July 18 2006
Come play with us, Danny...
May 16, 2006
From: Saks Fifth AvenueSubject Line: EMAIL INVITATION ONLY: Vince Fall 2006 Trunk Show
Date: Tuesday, May 16, 2006
While Saks campaigns are generally dull, this one is slightly frightening. Pay attention to imagery! Rather than inspiring folks to attend the Vince Trunk Show, the model pictured here, looking actually possessed, is acting as a major deterrent.
While we are intimately familiar with our product, imagery, and models, we have to remember that our customers are not. A normally beautiful woman can look awful and a usually gorgeous dress can look wrinkled, so do examine imagery carefully (or have a more objective person take a look) before delivering a demon. We cannot allow our familiarity to eclipse our discrimination.
April 21, 2006
From: BurberrySubject Line: Gifts for Her and complimentary shipping from Burberry.com
Date: Friday, April 21, 2006
Wow, she sure doesn't seem too pscyhed about her gift, does she? Maybe she's upset about receiving a wintercoat in the spring. Burberry has been using this model for almost every EDM I've received this season. Maybe she's getting tired.
April 4, 2006
From: Athleta.comSubject Line: Surf's Up and so is Athleta's New Summer Lineup
Date: Tuesday, April 4, 2006
While I find Athleta's consistent use of full-width outdoor photography appropriate to their product, the images are consistently undersaturated and dull, begging for whiter whites and brighter colors. Notice how the surf in this shot is a dull grey? It's depressing. Now imagine it a crystal blue. This is a happier picture: infinitely more effective. It's all about the PhotoShop Hue/Saturation, baby.
Additionally, I'm curious about the use of capitalization in the main body text. We should be grammatically incorrect only when it benefits the overall aesthetic or meaning of the message. I don't think miscapitalization improves this campaign in any way.
March 17, 2006
From: adidas Online StoreSubject Line: adidas by Stella McCartney Spring Collection has arrived
Date: Friday, March 17, 2006
Love the use of whitespace (or blue space, rather) in this design.
Totally not my area of expertise, but how does it make sense for Stella McCartney to design for adidas?
March 16, 2006
From: BurberrySubject Line: Children’s Apparel, Accessories and Fragrance
Date: Thursday, March 16, 2006
The unearthly halo and black, pupil-less eyes make this baby look downright creepy.
I get it that retailers want to profit on the celebrity-fueled "it's hip to have babies" trend. Babies in tartan plaid are one thing, but baby FRAGRANCE!?
March 15, 2006
From: west elmSubject Line: Best-Sellers: bedroom storage + 20% off jute boucle rugs
Date: Wednesday, March 15, 2006
west elm is one of my favorite furniture brands; they've really been pioneers when it comes to trends in home furnishings. When they initially introduced chocolate-finish furniture I found it distasteful, but now, a few years later, the rest of the market has "caught up" and everyone's featuring it, and I'm itching to replace my blonde-finish bedroom.
The imagery in this EDM showcases the storage sets nicely; we get a great sense for two entire collections in one shot. Unfortunately, as dark wood finish is notoriously difficult to capture on film, the pieces do look a little "black" and lack differentiation; shoppers may be reluctant to purchase a product they can't really "see". This is something that could have been fixed easily using PhotoShop curves and saturation settings.
March 8, 2006
From: The Land of NodSubject Line: Calling all piggy toes. Calling all piggy toes.
Date: Tuesday, March 7, 2006
This email was brought to my attention by a colleague. Thank you!
The Land of Nod always seems to walk the razor's edge as far as copy goes. While employing the current energy crisis to drive rug sales is brilliant, "piggy toes" is just annoying. I agree with my colleague concerning the rug photography here. Notably difficult to depict online, The Land of Nod has done a wonderful job here showcasing their rugs. Nice work.
On another note, I'd like to make a general observation concerning Tuesdays: I'm not sure they're the best day to launch email campaigns anymore. While I received only 3 EDMs on Monday, I received 13 Tuesday, and, even as a self-described EDM Freak, did not get through all of them. How much more would this be true for the average consumer? Hmm... are Wednesdays the new Tuesday? Let me know what you think.
March 2, 2006
From: GymboreeSubject Line: NEW! Dress up for Easter and $5 Flat-Rate Shipping!
Date: Thursday, March 2, 2006
Wow, looks like the Children of the Corn are celebrating Easter this year! The graphical treatments used here are happy and holiday-appropropriate, however the photography is, in my opinion, downright strange.
March 1, 2006
From: BananaRepublic.comSubject Line: New spring polos + get 15% off...
Date: Tuseday, February 28, 2006
Ahhhh! Attack of the enormous scary Willem Dafoe-like Raptor Man! I promise, I'll buy as many polos as you want. Just let me live!
Seriously though, that hero image is enormous. Too big? What do we think?
February 28, 2006
From: Ann TaylorSubject Line: The New Collection is Here, with an Exclusive Offer
Date: Tuseday, February 28, 2006
This is a such nice, clean creative execution. It has a light, refined quality that really says "Ann Taylor in the Spring." I think it captures the overall brand cleanup that's been happening recently at Ann Taylor.
On a separate note, since January, Ann Taylor has been doing a notable job executing multiple messages within each campaign. This email manages to address the Spring Collection, a Shoe Sale AND an Online Sale without overwhelming viewers. A rare achievement. Bravo, Ann.
One recommendation for improvement: the New Arrivals main message features the PETITE call-to-action so prominently, we loose sight of the opportunity to click through to the main collection. The two call-outs should really be given equal weight.
February 25, 2006
From: Anthropologie.comSubject Line: a vision of summer...
Date: Thursday, February 23, 2006
Anthropologie is actually my favorite store, but this is a "vision of summer" I could do without. Yikes! Since when did Crackozian Refuges living in tenements have enough money to spend several hundred dollars on a smock?
February 6, 2006
From: Abercrombie & FitchSubject Line: New at Abercrombie & Fitch
Date: Tuesday, February 2, 2006
Although I do have objections to Abercrombie & Fitch's usual soft-core porn approach, I like the use of rainbow imagery in this particular message. A grudging "good job". One recommendation for improvement: add more obvious click-throughs to the mens and womens collections.
The Subject Line calls out what's "New at Abercrombie & Fitch", so it would have been appropriate to add "shop mens" and "shop womens" links.
February 3, 2006
From: Safeway.comSubject Line: We Deliver Your Football Party
Date: Wednesday, January 25, 2006
This EDM came to my attention via a colleague - thank you!
I'm not an expert on Football or Deli Trays, but this is some of the weirdest imagery I've ever seen. At first I wasn't sure if it was a gag, but it's true, the glowing deli tray is hovering over a football field.
January 19, 2006
From: Brooks BrothersSubject Line: Spring 2006 and Suit Savings at Brooks Brothers
Date: Thursday, January 19, 2006
Muffy love, have you seen where I parked the yacht?
Seriously though, Brooks Brothers EDMs are consistenly sharp and effective, and this one is no exception. They sweat the details, and it shows. Nice work, Chad!
March 24, 2005
From: Williams-SonomaSubject Line: Last-Minute Easter Savings at Williams-Sonoma Stores
Date: Thursday, March 24, 2005
Williams-Sonoma food photography is consistently great. This looks delicious!
June 23, 2004
From: west elmSubject Line: shop our new design favorites for summer
Date: Wednesday, June 23, 2004
I love this EDM because the window sheers image is so beautiful. This may or may not have been a huge revenue-driver, but this is very strong, brand-building imagery.
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