Smith-Harmon - Make It Pop!

Category Archive: Video

February 1, 2010

Posted by Amy Hamilton at 4:41 PM
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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

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!

December 21, 2009

Obama Sent Me a Card

Posted by Van Tran at 10:24 AM
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From: Mitch Stewart, BarakObama.com
Subject Line: A holiday video for Van
Date: Thursday, December 17, 2009

I have to give it up - Obama's stellar team of campaigners continues to impress. There has been a proliferation of personalized videos in the past few months such as Gap's Cheer Factory to Land's End's Big Boston Warm-up. Last Thursday, Obama sent me a holiday card and I LOVE IT.

These videos take personalization to a new level, placing dynamic content such as a name in different parts of video clips. This effect has such a great impact. I've gotten used to seeing my name in the email salutations, but not in a streaming video. Who doesn't like seeing their name on a card signed by the President?

Great job, Obama team!

September 24, 2009

A Newsletter Inspiration

Posted by Amy Hamilton at 12:14 PM
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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.

I give this email 5 hearts!

August 28, 2009

As Seen In...

Posted by Amy Hamilton at 11:36 AM
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From: Buckle
Subject Line: As Seen In...
Date: Thursday, August 27, 2009

From: Express
Subject Line: Weekend Ready!
Date: Friday, August 28, 2009

From: Sur La Table
Subject Line: We're on TV (Hi Mom!)
Date: Thursday, April 2, 2009

I've recently noticed brands taking the opportunity to promote their popularity by flaunting the "As Seen In" angle. I find the idea compelling - it's cool to see that the brand is established, can be trusted and is well-known/recognized by the general public. I mean, why do most girls' buy Coach purses if not because of the popular reputation? Other ways to achieve this same goal might be star ratings (with more than 10 reviews), TV video ads or even an image of a celebrity wearing/using the product.

It also creates a cross-channel experience for those who have seen the product elsewhere. I also have to say I love the Sur La Table subject line addition of "(Hi Mom!)." :)

July 21, 2009

Hang Out in the Hollister Lounge

Posted by Darrah MacLean at 10:53 AM
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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.

December 17, 2008

Video in email!

Posted by Amy Hamilton at 3:19 PM
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From: Sears
Subject Line: Say Thank You to a Hero
Date: Friday, December 12, 2008

This is the first email I've received with moving video! I'm not sure how they did it, but I'm impressed. There is also a button to "hear audio" or "watch the full video" which links to the landing page. Well done! Very attention grabbing.

View the email in action here.

April 5, 2008

Fashion in Action

Posted by Lisa Harmon at 9:28 PM
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From: Saks Fifth Avenue
Subject Line: Watch Fashion in Action
Date: Saturday, April 5, 2008

The email's a snore, but Saks' Video Catalog is MAGIC! This is the most practical and useful marriage of video and commerce I've seen yet. It's fantastic to be able to watch the way a garment moves and falls on a figure; it gives us one more reason to shop online instead of making a real-life retail store stop. Check it out >

P.S. After browsing the Video Catalog, don't you just hate how much BETTER this email could have been!?!?