Recently in Design Category

September 30, 2011 10:03 AM

A Thoroughly Modern Quilt

Posted by Lacey Clemmons
From: UncommonGoods
Subject Line: Made for Each Other
Date: Tuesday, September 27 2011

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This is pretty cute: a quilted email from UncommonGoods! My grandma is a quilter, so I have a soft spot for them. But who doesn't, really? It certainly lends a warm feeling to the email. The "hand-sewn" design is a great way to advertise this handmade stuff, and it's cool how the quilt concept also works to create this uncommon structure. Having the solid-colored blocks in the quilt keeps it from getting too cluttery, and I love the texture of the design too! This may not be as good as grandma's quilt, but I think she'd appreciate the e-version.      
August 26, 2011 1:27 PM

Email Design for the Wireless Age

Posted by Lynn Baus
From: Horchow
Subject Line: Wired for style: Chic cases for your mobile devices
Date: Fri, Aug 26, 2011

Horchow reminds us that in the Mobile Age, it pays to match the layout of your message to the medium. The preview pane content is big and bold, and the horizontal scroll is a tailor-made layout for touch screen interaction. One of my only gripes is the lack of detail in the call-to-action treatment: though there are several options in the email, a touch sent me to one general landing page with a list of products. Not the best experience, but still a good example of a retailer who is starting to take their share of the mobile market experience seriously.

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August 7, 2011 9:38 PM

Stoked for Gmail's preview pane!

Posted by Wacarra Yeomans

Gmail_Inbox_wy.jpg Google Labs announced their new preview pane functionality on Thursday. You can read their release (and instructions) here.

Now that Outlook, Yahoo! and Gmail all offer preview pane functionality, this will increase the number of email recipients choosing to sort through their inbox this way.

Large portions of Business to Consumer emails are sent to email addresses at Yahoo! and Gmail. General email best practices account for preview pane pain, so this serves as a great reminder to be reviewing your emails in actual inboxes before you send them to your subscribers.

This example from REI illustrates the importance of messaging hierarchy. Subscribers are viewing our emails in 350-400 pixels at a time. They should get a general sense of what your email is about in that area and an idea that there's more below.

Here are some email best practices reminders:
  • Use a combination of HTML and graphical imagery and text
  • Make good use of the top 350-400 pixels by including information in your preheader and top promo area
  • Choose navigation items that will increase traffic to your site, keep the items to between 3 and 5.
  • Use imagery and design to give the subscriber visual cues to keep scrolling

Personally, I'm excited to have preview pane functionality in Gmail. Their layout mirrors my work email and tablet user interface. It makes it really easy to flip through a couple messages at a time. I have to think this will also get me to actually view and download the messages I just "mark as read," so let's see what this does for open rates on messages sent to Gmail.

Thanks gmail!
August 3, 2011 7:30 AM

Sale Away

Posted by Lynn Baus
From: Lands' End
Subject Line: Sale away: extra 20% off for two days only!
Date: Tuesday, August 2, 2011

I just couldn't resist this whimsical take on a standard sale promo format. This simple, but absolutely delightful animation, is sure to increase engagement.

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July 21, 2011 12:59 AM

September Industry

Posted by David McLoughlin
From: SeptemberIndustry
Subject Line: SeptemberIndustry
Date: 08/07/2011

September Industry emails are by no means customary emails.
The correspondence is basically one long list of jpegs, displaying a very high standard of creative produce.

A minute amount of wording is used to inform the viewer of the brief, and there are no calls-to-action. Instead , a scarce amount of links are added to the bottom of the page.

Although the email does not adhere to the principles of good email design, I find that it works and is very effective for its target market. The message is lean and has a no-nonsense approach. The content is of such high quality that I would recommend it to all creative types.


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July 19, 2011 8:34 PM

From desktop to desk-tination

Posted by Wacarra Yeomans
0719_Jetsetter.pngFrom: Jetsetter
Subject Line: Memorable Rooms With a View: NYC, Peru, Vail, South Africa and More
Date: Tuesday, July 19, 2011

Jetsetter's emails always offer a great source of inspiration; sometimes it's about places I can be other than my desk, but mostly it's their smart use of photography, typography and design.

What sets Jetsetter apart from other travel emails is the proportion of space they dedicate to photography. Rather than taking a grid approach to all the getaways they're touting, they let each location have the same visual weight. I love that they are far enough apart then even when you're looking at one location, you can see the beginning of the next image, making you want to scroll and scroll and scroll.

We all can learn from the way Jetsetter treats their "link farm." They've done a fantastic job giving enough space to make clear groups of links, and used a contrast between color and size to define give importance to the title of each section.

And we can't ignore the fact that this template will work well in both mobile and desktop environments. Jetsetter understands their on-the-go audience and delivers an excellent experience whether their customers are at their desk or a "Lush Urban Escape in Brazil."

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Continue reading From desktop to desk-tination.
July 8, 2011 2:53 PM

Can't Contain Them....

Posted by Alex Madison
From:The Container Store
Subject Line:Star Spangled Storage | Made in the USA
Date:Monday, July 4, 2011

Star-Spangled-Storage-_-Made-in-the-USA_.jpgThis email from The Container Store stood out in last weekend's sea of July 4th messaging. Leveraging everything from a clever subject line to splashes of red, white and blue in the product grid, The Container Store manages to make plastic hangers and food storage look downright patriotic. They also go beyond color and create a more authentically down-home patriotic theme by featuring only items  "Made in the U.S.A." This email does a lot to create a memorable, positive brand impression around products that could easily seem mundane, likely pushing up interest levels and click-throughs and building anticipation for future campaigns. 


July 8, 2011 1:05 AM

iTunes

Posted by David McLoughlin

From: iTunes
Subject Line: New on iTunes
Date: 07 / July
 / 2011

The latest iTunes email came as a surprise to me because I was a little bit disappointed when I saw it. I had to remind myself these are the people behind iPods, iPhones and iPads. Apple's branding online and off is something companies recognise as being ahead of the curve. 

However, my opinion completely changed when I viewed the same email on my iPhone. The email was strikingly more impactful. It's crazy how much of a difference it makes to the observer.

Obviously, these emails were made to be ideal for smartphones because they hold much better on smartphones. In theory the only thing that has changed is the composition and size. But optically, the calls-to-action stick out more, the email navigates better (especially with a side rail on the right-hand side), and it's much more rigid--even the compact word count suggests this message is for a smartphone device.


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July 5, 2011 1:18 PM

How I Learned to Stop Trashing Money

Posted by Lynn Baus


CVS-MoneyTrashing.jpg From: CVS/pharmacy ExtraCare

Subject Line: Stop MoneyTrashing!
Date: Wednesday, June 29, 2011

Props go out to CVS for sending an email that converted me from a crumple-and-runner to an avid store receipt saver. With an irresistible subject line, scan-friendly copy and a bold call-to-action, I was destined for the click-through right out of the gate. The witty video on the customized landing page led me to Facebook. And from there it was all over. People providing feedback, sharing experiences, giving advice. I was involved, I was reading and I was caring. Without that initial email nudge I know I never would have explored the world of the ExtraBucks® Rewards program, and without the thoughtful cross-channel support I never would have learned how to stop my MoneyTrashing ways.



July 1, 2011 5:22 PM

Hotmail Disabling Links in Image Maps - Working On Fix

Posted by Kevin Senne
UPDATE - We have learned that the Hotmail change was not a planned change, but something they are working to fix.  The communicated plan was that image maps would be working again in the next few days.  This is a good opportunity to look at this practice and begin thinking about the future.

For those of you out there still using image maps in your email creative, there has been a fairly significant change that you should be aware of.  Hotmail has disabled the ability to click links embedded within an image map.  It is still possible to right-click on the image and open the link in a new browser window, but the chances of a recipient doing that are fairly slim. 

What does this mean to you as a sender?  Depending on the domain distribution of your customer list, Hotmail most likely makes us at least 10-20% of your total recipients.  Losing out on the link within an image map (which tend to dominate the email) can lead to lower engagement, lower click-through and have a serious impact on your bottom line.

There are alternatives to image maps such as sliced images.  You also shouldn't forget when designing creatives that a significant portion of your audience will see your messages with images turned off by default.


July 1, 2011 7:00 AM

Let's Talk Hair...and Animated Gifs!

Posted by Amy Stoffel
From: bumbleandbumble.com
Subject Line: Obsessed? We are...
Date: Tuesday, June 28, 2011

062811_BumbleAndBumble_b.jpg I'm a fan of animated gifs in emails--if done right. You don't want an animation to distract from a message, but you DO want it to grab your attention "just so." This bumbleandbumble.com email has the right amount of attention-grabbing movement for me. Each time one of the images squiggles, my eye moves to read the quote. I love the illustrations, especially the one in the middle - I mean, who doesn't want hair like that?!

I also love the simple layout of the products at the bottom so that I know what the bottle looks like (beyond the illustration), the cost, and and the ability to "shop" all in one nice little area.

I'm also a big viewer of emails on my iPhone, and I love that this one makes my device dance.


June 30, 2011 2:14 PM

Your Hero in a Cube

Posted by Amy Stoffel
www.reebok.com
0629_ReebokCom.jpg
I have to give a shout out to Reebok for their super slick way of incorporating four large hero messages all in one space.

A trend for awhile has been to add small thumbnails at the bottom of a hero image to allow for the company to promote multiple marketing messages in one small space. Then upon rolling over (and/or clicking) one of those thumbnails, you would see that message in the hero (Reebok actually does this on their interior "Shop" home page--sans the actual thumbnails--they use numbers). The cubes that they have created, spin once, horizontally and vertically, revealing the next message. You have to click on the cubes to make them move, which I think could be tricky for the mature users, but the young hipsters can figure it out--which I'm sure is their target audience anyway.

"Ok, that's cool Amy, but what does it look like on a mobile device?" Reebok was thinking here too. They send you right to the "Shop" home page - skipping the messaging you'd see on the traditional home page. All you wanted to do was shop anyway, right?

Two thumbs up Reebok, for thinking outside of the...cube.


June 30, 2011 10:01 AM

An Awkward Pause

Posted by Amy Stoffel
From: Overstock.com
Subject Line: 50% TO 70% OFF
Date: Wednesday, June 22, 2011

Overstock.com email This email starts off with an awesome, eye-catching subject line "50% to 70% OFF." I think to myself, "Ok, what?! Really?!" So I open it, and I scan the email for deals...only to be abruptly stopped by a letter from the CEO right as I'm thinking about spending some money. Personally, the inclusion of the letter is awkward. It has nothing to do with Overstock.com's 50% off sale. But, after reading the letter, I was given a code for free shipping, which was a nice addition.

Now, for the letter placement. Awkward? Yes. Effective? Definitely. Here's my quick reasoning:
- Did the crazy subject line get me to open the email? YES.
- Did I read his letter? YES. "Why is there a letter in the middle of this 50% email? It must be important."
- Did I scroll, and look at every square inch of this email? YES. I was curious to see if there was anything else that was in an unpredictable place.
- Did I continue to shop through the email of great deals? OF COURSE!
- As a designer, do I love this concept/idea/layout? *sigh* no...not particularly. But it works. So I'm torn.

I got to thinking that this letter might be better suited for a separate email series from Patrick, but then I thought, "Would I actually read it?" "Would I even open it?" Probably not.

So while this email had an awkward pause, my guess is that it was effective. And for most marketers, that's the point of a great email.


June 30, 2011 1:31 AM

Selfridges

Posted by David McLoughlin
From: Selfridges
Subject Line: Lables we love-see what's new from Givenchy & McQ
Date: 19 / June / 2011

On first viewing Selfridges' email to me, it seemed to be very plain.
However, after reading through the email, I feel the enterprise has created
a very efficient correspondence.

Take into consideration that the company's email has to juggle countless
different styles from different brands / products they are promoting, and yet the email
still looks to have a certain harmony.

They have also managed to maintain their own branding by choosing a similar style for their emails and website.

Their emails conform to most of the conventional rules of email design, with 
a strong hero in the top 600 pixels followed usually by interesting secondary
and tertiary modules.

Finally, Selfridges has also been quite clever in putting its own stamp 
on little details in the email. For example, the way the recovery module 
at the bottom of the email is styled is quite uncommon and makes it stand out.

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June 29, 2011 4:00 PM

Fourth of July Fireworks Fun!

Posted by Lyla Reinero
From: Pottery Barn Kids
Subject Line: Last Day to Save 10% + Fourth of July Sale Starts Today!
Date: Tuesday, June 28, 2011

From: west elm
Subject Line: New markdowns! Up to 70% off
Date: Wednesday, June 29, 2011


The 4th of July presents the perfect opportunity to use animated GIFs in your email campaigns, and these two examples from Pottery Barn Kids and west elm do not disappoint! Particularly impressive is west elm's effort: it is only 4 frames and therefore quick-loading. The entire creative office at Responsys is completely mesmerized! To see the full emails click here for west elm and here for Pottery Barn Kids.


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June 15, 2011 8:13 PM

Are You Checking Email Rendering?

Posted by Matthew Holland
With so many email clients in the market it's hard to know where to begin when thinking about email rendering.  Not only do you have standard web email clients such as Yahoo! and Gmail, but there are now thousands of mobile devices that can display email.  With each mobile device displaying email in a slightly different way it can be very challenging to design an email that renders uniformly across all clients.  The good news is that it can be done with some effort on the design side and investment in the right tools.

There are many tools in the marketplace now that allow you to send a test email message to a single email address that will then display screen shots or previews of how your email renders across many different email clients, browsers, and mobile devices.  One such tool is Return Path Campaign Preview which allows you to preview dozens of email clients/browsers in one shot.  Tools such as Campaign Preview truly make the process easier and take the guess work out of how your email will render.

With more and more consumers using their mobile devices to view email and the various email clients in the marketplace, there is really no excuse not to be looking at rendering before sending an email.  If you're not currently, I highly recommend you add this step into the approval process because the last thing you want is an email going out into the world that doesn't look the way you intended it to.  Broken email graphics and design are an instant turn off to consumers and could be costing your email program revenue in the long run.
June 7, 2011 4:36 PM

Alienware Aurora

Posted by David McLoughlin
From: Alienware Aurora
Subject Line: The Enemy Has Upgraded, Have You?
Date: Tuesday, May 7, 2011

The latest Alienware email is very polished and streamlined.
I think the design completely compliments the products been sold and makes
the viewer want to read on. The simple 2 colours (neon green and black) used
through out the email set the products in a favourable light.

Everything from the header to the buttons make the email quite modern
and on-brand. Its refreshing to receive an email that is not so product heavy.
The clever subject line alone would want to make you upgrade. 

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May 31, 2011 10:28 AM

Get Packing!

Posted by Kathryn Alva
From: Origins
Subject Line: Origins greats - for planes, trains and automobiles
Date: Saturday, May 28, 2011

0511_OriginsTravel.jpg It's official - summer travel season is upon us! And with travel comes one of my favorite things: packing (I know, I'm insane). I can't help that I see packing as a fun challenge to be won. Like Jenga, but with shoes and tank tops.

Back in the good old days I used to lug around my hugenormous suitcase (affectionately nicknamed "Texas" by my family), but now that most airlines have decided to tack on checked baggage fees for pack-everything-in-case-you-need-it people such as myself, I don't mess with Texas. I now fly exclusively with a totally free carry-on, which I suppose we could call "Delaware" instead. Though, I'm still a chronic overpacker, so before every trip I play my little game of how much I can get away with cramming into a suitcase the size of a desk drawer. There's nothing quite like the thrill of a successful *zip* after arranging everything inside just so.

0511_OriginsTravelAnimation.gifHowever, playing the cram-it-all-in-a-carry-on game means I also have to abide by the TSA's carry-on requirements, which means my giant bottle of SPF 80 goes on the no fly list. You'd think that since I'm such an eager packer I'd plan for the 3.4oz or less limitation on liquids, gels, and aerosols - but for some reason that predicament always seems to sneak up on me. Thankfully, this email from Origins (above) popped into my inbox to smartly remind me of their convenient TSA-approved set of mini products. The email is cleanly designed, the copy is thoughtful, it's well-timed to catch me before my summer adventures, and even includes a fun little animation to grab my attention (seen right). Not only does Origins get the TSA's approval, their emails definitely earn my stamp of approval, too.


May 24, 2011 3:10 PM

Le Cool

Posted by David McLoughlin
From:Le Cool
Subject Line: Dublin Selected *082
Date Sent: 16/02/2001
Type of Email: Promotional

Le Cool's emails are amazing.

The emails are unique in their navigation alone. Choosing to display the information horizontally rather than vertically. The information is set on a wallpaper background, giving the impression that the email is mirroring an art exhibition and each section is a piece of work been exhibited for that month. A different artist/designer/photographer/illustrator creates the cover each month. The content is always slightly left field but worth reading.

For such an information-heavy email it is concise with strong branding throughout.

http://www.lecool.com/dublin/en/today

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May 16, 2011 3:41 PM

Off With Her Head!

Posted by Kathryn Alva
From: Bliss
Subject Line: 30% off body-baring bests: 2 days only!
Date: Thursday, May 12, 2011

0511_Bliss_Full.jpgThis email from Bliss had me, um... scratching my head with confusion over the cropped image of the model. I understand that the body-slimming wrap is supposed to be the focus, but my attention instantly went to what was missing from the image: the model's head. There are mountains of A/B tests and case studies on the web concluding that photos of people and a human element help consumers to relate and engage with a product, and in this case the woman is there... though her head is awkwardly missing - so readers aren't able to make a connection via eye contact. The result is more unsettling than selling.

However, sometimes the full image isn't available or doesn't fit into the design - so what do you do? In Bliss' example, I might have rearranged the placement and sizing of the text so that the woman's body came up to the top of the message area, cutting her head off by the design's natural frame. Though, there are many other ways to design around these problems, so if you find yourself in this position, here are some examples I found of creative ways to use poor dismembered humans in your design and make it work.

Crop To It:
In the first example below (left), the email is featuring shoes - so the rest of the model is essentially unnecessary. To make the close up cropped images work out, Jimmy Choo contains each of the photos in a grid so that the models' legs are being cut off by the boundaries of the design. This anchors the images into the design without an awkward feeling of something missing. At center, this Coach email zeroes in on the bag while the model's head is being cut off, but the crop is open enough so that you can still see the model's smile - providing just enough of a happy emotion to form a human connection. Lastly, this Mac email (right) brings in two differently cropped images of a face, giving us a near complete woman in two chunks that are nicely composed within the email.

0511_JimmyChoo2_full.jpg 0511_coach_full.jpg 0511_mac_full.jpg


May 12, 2011 11:22 AM

Email Design & Coding Recommendations released

Posted by Chad White

Email Design and Coding Recommendations cover.jpgTo be successful, marketers' email designs must constantly evolve to meet the shifting needs and behaviors of consumers and adjust to email platform changes. Best practices are always changing, so we have assembled the 2011 Email Design & Coding Recommendations, which addresses the emerging design impact of smart phones and Facebook Messages on email marketing campaigns.

The first of its kind, this 26-page guide offers marketers valuable design recommendations for HTML, mobile and text emails, including specific best practice coding guidelines, to ensure marketers' emails meet the needs of consumers, perform well on mobile devices, achieve higher inbox deliverability rates, and optimize the user experience via email, mobile and social channels.

The Email Design & Coding Recommendations include advice on: •

  • optimizing HTML email components such as the preheader, navigation bar, recovery module and footer, among others.
  • mobile-friendly file sizes, email widths, button sizes and landing pages.
  • elements to include and leave out of a text email, and how to handle calls-to-action.
  • HTML and CSS coding to avoid and fixes to rendering issues caused by Gmail, Yahoo, Outlook 2007 and 2010, and the iPhone and iPad.

Read the press release, which includes comments on the email coding environment and on the impact of Facebook Messages.

Download the 2011 Email Design & Coding Recommendations from Responsys for free.

April 26, 2011 5:00 PM

Paperless Post

Posted by Joy Daniels

GoGreenStamps.JPGI've been thinking about additional, unique ways to get cause-related messages out. Then voila--when I ran out of stamps and visited usps.com to purchase stamps, I saw their new green stamps (click on image). Brilliant. The stamps describe easy ways we can be greener. This gives the action of adhering stamps on envelopes just a little more purpose and viral impact. Order up or support this effort with a like or tweet of this post.

This brought me to the following idea; wouldn't it be interesting if Paperless Post or another ecard company melded the traditional with the unconventional and incorporated cause-related messaging into their digital designs? A simple design element a customer could select and add to their cards? What would the impact be for their business?

April 18, 2011 12:58 PM

Getting Transactional Messages In Shape

Posted by Lisa Harmon

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From: Equinox Fitness Clubs
Subject Line: Your Book A Bike Confirmation
Date: Saturday, April 16, 2011

Equinox has some of the hands-down best online customer self-service I've ever seen. Not only can one view group class schedules online -- one can also reserve spaces in cycling classes, down to which bike one wants to ride! 

This delights me as a member.

With all that advanced online capability, I'm surprised Equinox isn't doing more with transactional email messages. I refer to my "Book a Bike Confirmation" emails more than once to confirm date, time and bike number. It would be worth Equinox's while to graphically brand the communication, and to take the opportunity to notify me about other new classes, spa specials or personal training and pilates offerings. I hope to see Equinox taking better advantage of these relevant touchpoints!

April 6, 2011 10:06 AM

High Five, Orbitz!

Posted by Lisa Harmon

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From: Orbitz
Subject Line: Lisa, need a flight to Stockholm? Fares from $554 round-trip.
Date: Wednesday, April 6, 2011 

There are so many things that are right about this email that I don't know where to begin! I'm just going to take it from top top bottom.

1. The Subject Line: Yes, I am Lisa. Yes, I am searching for a flight to Stockholm. While personalization can sometimes err on the side of gratuitous, the double data points included here are working for me. This is relevancy.

2. The Preheader: Love that the "add to address book" language links out to a page with different instructions based on email reader.

3. The Body: The treatment of personalized data, down to the city name embedded in the call-to-action button, is impressive. Here we have an excellent melding of HTML-friendly text, dynamic data and cute copy (in the subheadline.)

4. The Submessaging: The graphical submessage division treatments are light enough such that they don't feel boxy, but clear enough to delineate one message from another. The headline treatment variation and sidebar inclusion add to the positive aesthetic experience.

5. The Customer Stories: "Price Assurance" is a difficult concept to communicate in just a few words. While Orbitz does a good job of this with the siderail copy ("Get cash refunds ... automatically / Never overpay on Orbitz"), the addition of reifying stories from actual customers makes an ethereal benefit real.


March 31, 2011 2:27 PM

From Print to Email

Posted by Tanya Williams
From: American Eagle Outfitters
Subject Line: Over The Top! Last Chance - 25% Off AE Tanks, T's & Shirts.
Date: Wednesday, March 9th, 2011

From: Kate Spade
Subject Line: deborah loves...
Date: Wednesday, March 16th, 2011

From: FreePeople.com
Subject Line: Which Girl are You?
Date: Wednesday, February 9th, 2011

As a formally trained and experienced print designer, jumping into email has been an interesting transition. I had to lose the xacto knife, file away my paper samples, and change my Photoshop unit preferences to pixels. *Sniff*

The thought of designing in tables while background images didn't show up sounded terrifying to me. And with there being less email-safe fonts than there are web-safe fonts, I wondered how I would make anything look good. Fortunately, it proved to not be so bad. Just because I was designing for email, didn't mean it had to look like an email. I was able to find a lot of ways to utilize my print skills and expertise when designing for the inbox by keeping the following 4 tips in mind:

1. Design with type.
With limited resources, you can still spruce up your typography but playing with sizes, widths, colors, and placement. Using fancy fonts is also possible, it'll just have to be an image, of course.

2. Invite them in with textures.
Although I no longer have a need for recycled stock or Lettra 120gsm (does anyone else fondle paper like I do?), I can still incorporate those types of textures in a design. If you want to avoid using texture in the background, use textures far enough around text that images along the borders (top, bottom, left, and right) can be sliced. Adding subtle gradients can also add just the right amount of depth.

3. Break that grid.
Just because you're coding in tables doesn't mean it has to look like you're coding in tables. You can easily add zest by breaking out of a grid with what seems like overlapping images. Slightly rotating images are also a way to disguise a table-based design.

4. Lovely photos and colors will go a long way.
Don't forget that visual stimulation can occur in simple ways like stunning photography and a fresh color palette.

Check out the samples below that incorporate great photography, layout, colors, type, and textures. Fellow print designers, be inspired!

americaneagle.jpg deborahloves-yellow.png freepeople-whichgirl.png
March 21, 2011 4:32 PM

Happy Birthday to Me

Posted by Amy Stoffel

From: Virgin Atlantic
Subject Line: Have a great British birthday!
Date: Sunday, January 30, 2011

This email has no promotional aspect whatsoever. It DID, however, make me feel really special, since I have yet to fly Virgin Atlantic (but may give them a shot after this!). Of course, I wanted to "Start the Party" so I clicked... and to my pleasant surprise, I was sent to a really cool interactive list of things to do on my day! Needless to say, I felt the love.


March 17, 2011 2:53 PM

Stuck on Solestruck

Posted by Lyla Reinero
03132011_Solestruck.jpg03142011_Solestruck.jpg

From: Solestruck
Subject Line: Thanks for your purchase at Solestruck.
Date: Sunday, March 13, 2011

From: Solestruck
Subject Line: Your Solestruck order has been shipped
Date: Monday, March 14, 2011

Diary of my latest shoe-shopping adventure...
Saturday 3/12/2011: I pop into Villians and spot these leopard-print, mega-tall platform booties and I think it's love and first sight. But I'm only 99% sure that I have to have them, so I decide to sleep on it...
Sunday 3/13/2011: I'm 100% certain that I have to have them, so I head back to Villians. Too late! Somebody else with unwavering convictions has snatched them from me! Fortunately the nice people of Villians point me in the right direction (maybe they should actually be named Heros).* Following their advice I go to Solestruck.com where indeed they have my shoes. Instantly, after clicking "Complete Purchase" I received the charming Purchase Confirmation email. (Note the no sales tax or shipping charges!)
Monday 3/14/2011: Less than 24 hours later I received equally adorable Shipping Confirmation email. I love the prompt service of Solestruck and the execution of their emails: the cute receipt and "SHIPPED" stamp visuals, plus the feel-goodiness of shopping with (in their own words) a "small, independent and family-run" business.
Wednesday 3/16/2011: Package arrives from UPS!

*It was a win/win/win situation... Because they were so helpful at Villians, and I really had the urge to buy something I got some sneakers for the hubby.

Date TBD: When will I have the guts to wear 6 inch platforms?
March 17, 2011 1:53 PM

On the Bias

Posted by Lyla Reinero


From: Bloomingdale's03172011_bloomies.jpg
Subject Line: Buy More, SAVE More In Women's, Men's & Kids!
Date: Thursday, March 17, 2011

I really like Bloomie's design in this email where they have used diagonal lines to break up the 3 different offers. It is a great way to bring the eye is to follow through to all 3 deals and give them all equal importance. There are a things I would recommend to do differently:
1) The Preheader and the Subject Line are identical. (This is not always the case with Bloomingdale's Email however... about 1/2 the time their Preheader and the Subject Lines are more complimentary.) Since so many view their email in-boxes on smart phones nowadays, it makes sense to ideally have the Preheader be related and almost a continuation of the Subject Line. (More to blog for another day!)
2) The Women's deals are for 15% & 25% off while the Men's and Kids' deals are for 20% & 30% off. What gives? Don't they know who their real target audience is?! ;) 
February 23, 2011 7:47 AM

Confirmed for Liftoff

Posted by Rafael Hernandez
From: AT&T U-verse
Subject Line: AT&T U-verse Order Confirmation
Date: Tuesday, January 25, 2011

From: AT&T U-verse
Subject Line: Get to know your AT&T U-verse
Date: Monday, January 31, 2011

From: AT&T U-verse
Subject Line: AT&T U-verse: one day away
Date: Monday, February 7, 2011


I received a surprisingly catchy email confirmation from AT&T U-verse within 24 hours of signing up. A week later, I got an email encouraging me to become acquainted with the AT&T U-verse services and a "one day away from installation" email prior to the installation.

 

The design and layout for the most part are eye-catching and visually appealing. The concept of the AT&T U-verse email transactional series is nice. I liked their clever headline "Confirmed for Liftoff" for the confirmation email. They reinforced this concept of "taking off" with hot air balloon images and illustrations throughout the series.

 

There are some formatting issues, however, in the details section of the confirmation email where tables are not aligning. I confirmed this by opening it in different email clients to see if the issue would be recreated.

 

I also think integrating the "Your order details" closer to the top left section of the email would be more effective because it would deliver the most important information upfront. Since I was expecting this email, it might not have been as crucial but in a land of tens to hundreds of daily emails, making it easy for customers to find out the reason for the email and any important information is key to a successful email campaign.

 

Overall, the concept came through in the emails and built anticipation in my mind for their services.


ATT_Confirmation.jpg

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ATT_one_day.jpg

January 18, 2011 8:49 AM

Content was, is and will forever be king

Posted by Rafael Hernandez
From: Co.Design DailyCoDesign_Daily_Email.jpg
Subject Line: With Eyes on World Expansion, Starbucks Drops Its Name From New Logo
Date: Thursday, January 6, 2011

I usually get my news from my iGoogle page through RSS feeds, but somehow I missed the big news that was the update of the Starbucks logo. It was through my email subscription to Fast Company's Co.Design Daily that I found out about such groundbreaking news in my heavily-caffeinated design world.

I love receiving these emails daily and look forward to them. I can't really say that for many emails. How does this email differ from the many emails I receive daily? For one, I signed up for them knowing that I would benefit greatly from their content.

I appreciate great editorial content, and Fast Company's magazine, website and emails deliver on this front. With a design focus, this particular email hits the mark with content that resonates with me. While not technically selling me a "conventional" product through their emails, they are selling me their brand with their story. It's worth my time and the few dollars I spend at the newsstand. Content is of paramount importance and should drive the execution of design across all media including email.

From a design standpoint, the creative delivery of Co.Design Daily's content is effective. In this particular send, the quality of the content was evident from the subject line. Their email layout is simple, clean and balanced and easily distributable through social avenues.

I also find it intriguing that they placed the "Unsubscribe" link right above their "Discuss" and "Forward" links. Their unspoken confidence in their content is evident, yet they only want to deliver it if it's of value and relevance to you.

Lastly, they tease their content, effectively enticing the audience to read the rest in their site. Also noticeable is their side rail, which packs three or four more story headlines that further piqued the reader's interest. As a result, I'm compelled to open three or four tabs with the stories from the email, while sipping on coffee, reading the latest design news and looking forward to my next day's awesome morning email from Fast Company. This is why content was, is and will forever be king.


Continue reading Content was, is and will forever be king.
December 27, 2010 11:54 AM

Scratch & Sell

Posted by Alex Madison
From: Chadwicks
Subject Line: Reveal Your Holiday Bonus Now!
Date: Thursday, December 23, 2010

This Chadwick's email is clever. The subscriber who clicks (or waits a few seconds...) gets an almost tactile experience of scratching off a card to reveal an offer. The only bummer is that the entire hero section is unclickable - you have to touch the "Shop Now" CTA at the bottom in order to reach their site, which likely cost them some click-throughs. See the animation here.

November 29, 2010 2:09 PM

Effortlessly Festive

Posted by Amanda Withers Studer
Sender: Tiffany & Co.
Subject Line: My True Love Gave to Me / Holiday Gifts from Elsa Peretti
Date: Nov. 20, 2010 / Nov. 15, 2010

Sender: Kate Spade
Subject Line: brighten up with our new arrivals
Date: Nov. 12, 2010


I love the way Tiffany incorporates the holidays into their emails while keeping everything clean and staying true to their brand. The elegant, effortless messages are a breath of fresh air in my inbox.
 
I couldn't help but throw in this Kate Spade email as well, another great example of a simple, fun way to incorporate the holidays. Beautiful!



tiff_emailA.jpgtiff_emailB.jpg






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November 10, 2010 2:51 PM

I heart a little animation...

Posted by Darrah MacLean
When I'm feeling a little uninspired or simply want to procrastinate in my writing just a little bit longer, I like to get lost on the web. I find that it gives me fresh ideas and opens my mind to new ways of engaging people. In my web wanderings this week, I came across some fun and unexpected animations, proving once again that subtlety is truly an art. What have you found in your web wanderings? Do tell.

BURTON >>
Check out the little eyes by the search box and the video in the logo!

FREE PEOPLE >>
LOVE the dangling ornament.

BLOOMINGDALES >>
See what happens when you drag your mouse over the ornaments and the wrapped gifts!
October 18, 2010 11:36 AM

Anthropologie Hits the Streets

Posted by Darrah MacLean
From: Anthropologie
Subject Line: Outfits, on film.
Date: Tuesday, October 12, 2010

If you haven't see it yet, check out the homepage on Anthropologie.com. It's simply brilliant. Rather than just put up a slideshow of their fave looks for fall, they created a live-action street scene, complete with pedestrians and a well-placed cab.

There are five vignettes to choose from: Flower Shop, Bookstore, Cafe, Bike Ride or Bakery. And while each is really short, they're stunning to watch again and again. (My only comment is that the model isn't actually riding her bike in the Bike Ride video. Maybe she had a flat?)

As much as I love the site execution, I have to say that the email could have done a better job of enticing me to click by incorporating the five vignette titles. The subject line is great: Outfits, on film. But the body copy is so subtle that the true beauty of the site experience doesn't really come through in the email. I would have loved to see them figure out a way to bring the movement of the homepage to the email. But then again, I clicked. So they're clearly doing something right!
September 20, 2010 3:15 PM

Fresh, Fun

Posted by Raleigh Briggs
From: 77kids
Subject Line: fresh fun! hundreds of new arrivals + sweet sweats.
Date: Thursday, September 9, 2010

When you're writing copy, getting the correct message across should be your top priority. Second priority is, of course, to add a little flair that makes your messaging more engaging, memorable and on-brand. You want your email to stand out, but in a way that seems organic rather than contrived. A lot of email programs out there attempt to do this by bringing in bits of slang, making topical jokes or heading to Punsville. Any one of these tricks can work beautifully--however, go too far and your brand voice is in trouble. Let's look at an email that manages to incorporate some distinctive copy with grace, humor and great design.

This adorable email from 77 kids is a great example of how copy and design can work together to maximum effect. The copy has a youthful, colloquial feel to it, but it's done with a light enough hand so that it doesn't induce any eye rolling. The designer, having apparently read the copy (nice work!), smartly marries it with a cute photo and finger-painted text, allowing the elements of this design to make this whole email young and fresh. I just wish they had extended the playful tone up into the share header.


September 8, 2010 10:06 AM

Preponderance of the Small

Posted by Lisa Harmon
From: Apple
Subject Line: Introducing the new iPod touch.
Date: Wednesday, September 8, 2010

When we're dealing with the confined inbox space, little things make a big difference. Because of this, I talk about call-to-action "paradigms" with my designers all the time. How do we treat our primary, secondary and tertiary calls-to-action differently in order to create visual cues that communicate level of importance?

Apple does a good job of that here. There is ONE BUTTON, which makes the primary CTA quite clear. Secondary CTAs are blue and underlined. Tertiary links in the recovery module at the bottom of the message are larger, black and underlined. And navigation items are smaller, grey and underlined.

Consider whether you are being consistent in your call-to-action visual treatments. Little things make a big difference in both user experience and in program performance.
September 8, 2010 9:55 AM

WE

Posted by Lisa Harmon
From: west elm
Subject Line: Wherever you go, WE are with you
Date: Wednesday, September 8, 2010

In addition to redesigning their website to feel friendlier with the introduction of both paper texture and handwritten font, west elm has also launched city guides in Philadelphia, Portland and Chicago. I'm curious about how y'all think about this. Does it make sense for west elm? How does it help the brand? The customer?

Also, I am interested in your reaction to the WE element. Please comment!
September 7, 2010 11:18 AM

Designing for the Preview Pane

Posted by Amy Hamilton
From: Sur La Table
Subject Line: Over 500 New Items - In Stores & Online
Date: Monday, August 23, 2010
From: Anthropologie
Subject Line: A homeward focus.
Date: Thursday, September 2, 2010
From: Dean & DeLuca
Subject Line: National Honey Month With Dean & DeLuca
Date: Thursday, September 2, 2010


Judging by the headline, you're probably thinking: "Another blog about fitting all your content above-the-fold, I get it already!" Well, this isn't one of those blogs.

As designers we all know the challenge in working within the fold. If you can fit all your information in that tiny bit of real estate, great! But when you have more information than you can fit, strive to make the scrolling-experience as intriguing and fun as possible. Here are 3 recent examples of how companies have done this well.

  • Sur La Table
    uses image placement to create a negative space that results in a waving motion, which you would only notice when scrolling.
  • Anthropologie
    uses arrows and staggered & tilted images which point in the direction you should be looking.
  • Dean and DeLuca
    uses dotted lines that swerve out of one section and into the next, drawing your eye to the next area.
Here are a few other oldies but goodies, from:


August 25, 2010 10:10 AM

Business Newsletter

Posted by Lisa Harmon
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.

Have you seen any good B2B newsletters lately?
August 20, 2010 12:34 PM

In Praise of White Space

Posted by Lisa Harmon
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.
August 12, 2010 11:00 AM

Surprise and Delight

Posted by Lisa Harmon
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.
July 27, 2010 2:04 PM

Take a bow [Eddie] Bauer!

Posted by Amy Hamilton
From: Eddie Bauer
Subject Line: Annual Gear Up Event - Save Up To $40 On Packs & Duffels!
Date: Monday, July 12, 2010

From: Eddie Bauer
Subject Line: Free Shipping, 2 Days Only + New Ruffles Are In!
Date: Monday, July 26, 2010

I love the latest look from Eddie Bauer.

What I love:
  • The use of environmental hero image to give the email color and personality
  • The product image popping over the hero draws your eye down and adds dimension
  • The zig-zagged product/text treatment creates nice balance and draws your eye around the page
  • In the "Gear Up" example I love how the products fit together like puzzle pieces
  • Nice use of gradients and drop shadows
  • Variable header color so the template doesn't become stale and can work with any hero
  • Includes many email best practices, including: preheader, view in web browser, FTAF, website navigation and social links
  • Copy is short for a quick scan

I give this email 5 out of 5 hearts! The only place I see room for improvement: the text could be HTML text, particularly in the call-to-actions.


June 24, 2010 5:03 PM

Finding Gifts for Every Budget

Posted by Amanda Withers Studer
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.
June 8, 2010 3:31 PM

Color With Purpose

Posted by Amanda Withers Studer
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!
June 7, 2010 4:42 PM

From Camden Town to St. Marks Place

Posted by Lisa Harmon
From: opening ceremony online
Subject Line: OCNN: Keds for OC Tribute London
Date: Tuesday, June 1, 2010 4:51 PM

Love OC's use of animation in this Keds message.
Ah, the colors of my youth...

Check out the newsletter in its entirety here >
May 28, 2010 9:42 AM

Can You Read This?

Posted by Alex Madison
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!  
May 27, 2010 12:14 PM

New Trend: Diagonal Text

Posted by Amy Hamilton

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.


May 25, 2010 9:31 AM

Anthropologie's New Look

Posted by Amy Hamilton
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!


May 18, 2010 10:20 AM

Packing In Some Summer

Posted by Alex Madison
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.
May 7, 2010 9:27 AM

West Elm Soft Sell

Posted by Amy Hamilton
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.


April 26, 2010 4:07 PM

Earth Day Done Right

Posted by Raleigh Briggs
From: UncommonGoods
Subject Line: Happy birthday, Earth Day!
Date: Thursday, April 22, 2010

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.


April 20, 2010 8:34 AM

Last Chance for Free Shipping - or Else!

Posted by Andrea Taylor
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?
April 19, 2010 10:21 AM

This is Man...

Posted by Martyn Miller
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.

Take a look on frenchconnection.com and sign up today.
April 15, 2010 10:00 AM

Diesel Spill...

Posted by Martyn Miller
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.
April 6, 2010 10:00 AM

To Click or Not to Click

Posted by Stefan Pollard
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.
March 23, 2010 2:55 PM

Read It Now: Retail Email Unsubscribe Benchmark Study 2010

Posted by Darrah MacLean
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.

Get the whole scoop. Download the free report now
March 23, 2010 12:02 PM

Wallflower

Posted by Lisa Harmon
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.
March 23, 2010 8:59 AM

A Fresh Take on Email Design

Posted by Darrah MacLean



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 19, 2010 8:55 AM

Dim Sum

Posted by Lisa Harmon
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.
March 18, 2010 10:36 AM

Next Up: Virgin America

Posted by Darrah MacLean


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
March 15, 2010 2:10 PM

Right on Time

Posted by Alex Madison
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.
March 11, 2010 4:34 PM

Time for a DKNY Makeover?

Posted by Amy Hamilton
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 12:02 PM

Embrace New Ideas

Posted by Amy Hamilton
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!


February 8, 2010 10:53 AM

No Buttons for You

Posted by Darrah MacLean
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."
February 1, 2010 4:41 PM

Apple's Stunning Designs

Posted by Amy Hamilton
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!

January 20, 2010 7:48 AM

I Resolve to Love Kate Spade.

Posted by Darrah MacLean





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 17, 2009 10:37 AM

Snow Angels

Posted by Lisa Harmon


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!

December 17, 2009 10:20 AM

On the 12th Day of Christmas

Posted by Heather Goff
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. :)
December 15, 2009 9:19 AM

'Tis the Season for a Site Launch?

Posted by Darrah MacLean
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.
December 14, 2009 9:37 PM

"Look mummy, there's an airplane up in the sky."

Posted by Lisa Harmon
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)
December 9, 2009 9:41 AM

When is a rewards account not a rewards account?

Posted by Jon Stanesby
From: Moosejaw
Subject Line: Moosejaw Rewards Points Monthly Account Summary
Date: Monday, December 12, 2009

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.
December 8, 2009 4:40 PM

Tweet Your Sins

Posted by Darrah MacLean
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.
December 8, 2009 9:19 AM

Mmm...Cozy.

Posted by Raleigh Briggs
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.


December 1, 2009 4:17 PM

Lady in Red

Posted by Andrea Taylor
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?
November 25, 2009 9:21 AM

Gilt Groupey

Posted by Lisa Harmon
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.
November 20, 2009 4:20 PM

Use Your Words

Posted by Raleigh Briggs
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.
November 11, 2009 3:32 PM

Marvelous, Wondrous

Posted by Raleigh Briggs
From: Anthropologie
Subject 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?


October 9, 2009 7:34 AM

Aaaah. Anthropologie.

Posted by Darrah MacLean
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.
October 6, 2009 2:37 PM

What not to do...

Posted by Amy Hamilton
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.

October 2, 2009 2:16 PM

Modcloth Has it Covered

Posted by Lyla Reinero
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!
October 1, 2009 4:56 PM

An Email That's Sheer Bliss

Posted by Darrah MacLean


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.
September 29, 2009 1:58 PM

Glamour is Contagious. Share with Friends.

Posted by Darrah MacLean
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.
September 28, 2009 9:57 AM

She's Got Designer Eyes

Posted by Darrah MacLean

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 8:34 AM

An Email Fashioned to Perfection

Posted by Darrah MacLean
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. 
September 24, 2009 12:14 PM

A Newsletter Inspiration

Posted by Amy Hamilton
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!






September 23, 2009 12:01 PM

These Boots are Made for Walking

Posted by Darrah MacLean
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.
September 22, 2009 8:17 AM

Battle of the Super Model(quins)

Posted by Darrah MacLean
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. 
September 21, 2009 8:00 AM

How to Organize Your Studs?

Posted by Darrah MacLean
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.
September 14, 2009 9:40 AM

Product Reviews Take Center Stage

Posted by Darrah MacLean
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.
September 11, 2009 3:26 PM

What Were You Born to Do?

Posted by Darrah MacLean

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.
September 10, 2009 12:54 PM

L.A. Times Goes Horizontal

Posted by Darrah MacLean


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:

  1. I love the headline and the "Scroll Right". Giving direction is key.
  2. I also love the big ink spot. It's got this free-form, Jackson Pollack feeling to it. Dig it.
  3. 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?  



September 10, 2009 12:29 PM

Deja Vu Hollister

Posted by Darrah MacLean
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.


September 3, 2009 1:04 PM

Krispy Kreme Needs a New (Email) Recipe

Posted by Darrah MacLean



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'. 
August 27, 2009 9:26 AM

Working it Out with Lululemon

Posted by Darrah MacLean


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.
August 24, 2009 9:08 AM

Taking the horizontal route

Posted by Darrah MacLean



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.
August 21, 2009 9:45 AM

I Heart the Lunch Lady

Posted by Darrah MacLean
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.


August 20, 2009 12:40 PM

Back to School Deals... for Teachers!

Posted by Darrah MacLean
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.
August 18, 2009 7:17 AM

Daily Candy for Wine Lovers

Posted by Darrah MacLean


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.)

  1. A top nav would be a great start. My suggestion: Wines, People, Notes, Clubs...at the minimum.
  2. 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!
  3. 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.
August 7, 2009 2:38 PM

All My Children...The Retail Version

Posted by Darrah MacLean
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.
August 4, 2009 11:37 AM

Recommended Email Width

Posted by Amy Hamilton
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).

The above survey was based on the following emails (in order by width):
Endless.com: 548 | PetSmart: 550px | Target.com: 570px | RedEnvelope: 585px | Sur La Table: 600px |
Shutterfly: 600px | Naturalizer: 600px | Macy's: 600px | gap.com: 600px | GameStop News: 600px | OfficeMax: 606px | Old Navy: 608px | Dinner Made Easy [Betty Crocker]: 609px | Kmart: 615px | White House | Black Market: 618px |
The Home Depot: 620px | JCPenny: 630px | Sears: 631px | CHEFS: 645px | Staples: 647px |
New York & Company: 650px | Pottery Barn: 650px | Gymboree: 650px | Express: 650px | Piperlime: 650px |
Godiva Chocolatier: 651px | L.L.Bean: 653px | GUESS.com: 659px | Williams-Sonoma: 670px | NORDSTROM: 688px | Eddie Bauer: 688px | Ann Taylor: 692px | Bath & Body Works: 700px | J. Jill: 700px | west elm: 700px |
Crate and Barrel: 700px | BananaRepublic.com: 700px | Alaska Airlines Insider: 700px | REI Gearmail: 700px |
Apple: 700px | The Land of Nod: 708px | Abercrombie & Fitch: 716px | Martha Stewart Living: 725px | Coach: 735px | Forever21: 780px | Restoration Hardware: 784px | Costco News: 787px
July 27, 2009 1:31 PM

A&F Goes Horizontal

Posted by Alex Madison
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.


July 21, 2009 10:53 AM

Hang Out in the Hollister Lounge

Posted by Darrah MacLean
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.

July 16, 2009 8:29 AM

Creating Brand Personalities

Posted by Darrah MacLean
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? 
June 30, 2009 8:42 AM

The Secret is Out

Posted by Darrah MacLean
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.

June 25, 2009 1:43 PM

Can we buy the girl, too?

Posted by Alex Madison
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.


June 12, 2009 9:09 PM

Excellent Email from Small Business Owners

Posted by Lyla Reinero
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...)  :)
June 2, 2009 11:45 AM

Breaking the Grid

Posted by Amy Hamilton