Recently in Style Category

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

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.

From: Photoworks SF
Subject Line: Judgement Day Printing Sale
Date: Tuesday, May 17, 2011

The supposed End of the World has come and passed, yet here we all are. This email from Photoworks has also lived on (in my mind) post "The Rapture". I like to give extra bonus points and a big shout-out whenever I see a successful email campaign from a small business and Photoworks SF deserves huge kudos. I love that they even thought to capitalize on Judgement Day - the humor of the copy and AMAZING hero shot are to be commended as well.

FYI, for all photographers out there, Photoworks SF does hands down the best photo printing I have ever seen. A little pricey, but worth every dang penny because they work miracles. Even photos taken by an amateur (me) with a crappy disposable camera can look half way decent with Photoworks developing.

I haven't seen quirk queen Miranda July's new movie The Future, but I think its digital marketing campaign is pretty wonderful.

First, you visit the movie's website, which hosts an "oracle" in the form of a colorful spinning wheel that dispenses life advice. You do a little ritual, receive your advice (hilariously vague, but intriguing nonetheless) and ponder it thoroughly. Then, you have the option of signing up to receive email divination twice a week from Miranda herself. Or at least, from an email address bearing her name.



The email messages aren't what we're used to seeing: there are no images, no headlines, and no buttons. It looks, for all intents and purposes, like a personal email. I imagine some folks might see this as a wasted opportunity, but the pared-down design of The Future's emails makes for a surprisingly intimate experience, like you're in on a secret game. I love it.



Here's my first fortune. Pretty good, right?

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!

Sender: Neiman Marcus
Subject Line: Save Face! Michael Kors gifts are just in time
Date: Wednesday, December 8, 2010

Sender: Bloomingdale's
Subject Line: Coats to Keep You Warm All Winter Long + Sale!
Date: Thursday, December 16, 2010

Facebook Profile Picture: Lisa Harmon
Date: Wednesday, December 17, 2010

Magazine: Vogue
Cover: Angelina Jolie
Issue: December 2010

Every once in a while, a topic comes up in the Responsys Creative Team offices that gets us all fired up (like when Gap changed its logo a couple of months ago).

The latest topic that's got our tongues wagging is Pantone's announcement of its 2011 color of the year: Honeysuckle. It's basically like Hot Pink IMO. I have some pretty strong girly genes, so I'm ok with it. In any event, now I am obsessed with the color, and have been seeing it everywhere: in emails, on Vogue's cover logo, and the lovely Lisa Harmon's lips on her Facebook profile picture.

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 >

		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.

From: net-a-porter.com
Subject Line: What's new for you on Monday
Date: Monday, March 15, 2010 9:34 AM

In November, I shared my hesitations about NET-A-PORTER's designer preference-driven emails. I had been auto-signed up for Burberry designer updates because I purchased a Burberry ring, and was feeling relatively over-informed about Burberry products. Since then, I invested some serious time in selecting my true and varied preferences in NAP's robust preference center. Now, NET-A-PORTER is sending me some seriously relevant emails, and is making some serious cash off yours truly.

Basically, NAP sends me email messages so spot-on, it's like a personal shopper set up a dressing room just for me, filled with stuff I'm dying to try on. Not only do I open these emails, but I enable images, then wait for them all to download (all 2,660 pixels of them, in this case.)

No email comes too frequently and no email is too long if it's totally relevant to the recipient. In this case, it was the A.P.C. a-line denim skirt that got me.

Sidebar regarding shipping boxes: NET-A-PORTER's are beautiful, but Intermix's seem to be scented. An incredibly pleasant scent emerges when you open the box. Ah, package magic!

From: DKNY.com Subject Lines: Various Date: Monday February 1, 2010 - Monday, March 1, 2010 DKNY seems be stuck in a design rut. Since summer of 2009, I've been seeing a reoccurring trend in their designs (an image of a group of girls taken at the same distance & camera angle, paired with a headline). Every now and then they'll throw in a different email like a sale message or something for purses, but overall the repetitive design style has lost my interest. I might suggest trying some new & creative imagery, having the girls break out of the grid, adding in some color or additional imagery or trying a new template structure.

From: crewcuts
Subject Line: cooper's D.I.Y tips
Date: Saturday, March 6, 2010

This is actually a spread from the physical catalog, but it completely grabbed my attention, and I'm hoping for crewcuts to create an email campaign based on the DIY idea. I have always been into crafting and all things creative, and particularly adore the ruffled seasaw dress with the dots. There's part of me that has an aversion to the idea of spending $64 for a kids dress and then messing it up with a marker, but really, the dot-finished look is like cuteness personified.

From: BananaRepublic.com
Subject Line: Chino goes chic-every day of the week
Date: Tuesday, February 16, 2010

I really like the originality of this design. The partial image with an arrow to "See More" really grabbed my interest.

It can be difficult to think up new ideas for email. When the "horizontal scrolling email" was introduced everyone thought, "Why didn't I think of that?!" I urge you to find your own unique ideas and styles. Set yourself apart and watch user engagement soar!

From: 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.

From: Modcloth.com
Subject Line: Take a look, at our new Fall Coverings!
Date: Wenedsday, September 30, 2009

I totally fell in love with this email. First of all, I feel like I must have nearly each individual item featured here! Next, I love the way the email is organized in sections with each outfit featured in those adorable frames, as well as the individual products needed to support the ensemble. Finally, I love the overall style of this email with it's dainty girlishness. Irresistible!

From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Sunday, September 13, 2009

From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Thursday, September 24, 2009

From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Thursday, October 1, 2009

What? Just in case I missed it the first and second times?

I know A&F's Emails seem to be the favorite "whipping boy" of the Smith-Harmon bloggers, and I'm loathe to just jump on the pile, but c'mon already!! I guess Abercrombie's marketing style is to beat you over the head with it... For this "Vintage Hoody", I've received 3 emails (so far... who knows? Maybe I'll get more!). For their "Destroyed Jeans" 5, and "Preppy Plaid Shirts" 9(!?!). And, furthermore... they were too lazy to even mix it up a little with the Subject Line!

Just so I say one nice thing though, as previously commented by fellow Smith-Harmon blogger, Alex Madison, I do like that they being creative and doing the horizontal format.

From: Saks Fifth Avenue
Subject Line: Harper's Bazaar picks Spring's best only at Saks
Date: September 23

On the heels of Fashion Week, this email couldn't be more perfectly timed or perfectly designed. I love that they avoided the boxy grid and messed things up a little. It has a fluidity to it that feels fresh. The copy is short and compelling, the call-to-action is clear, and the way they handled the partnership aspect of this email is really classy. Love how the Harper's Bazaar logo looks like it's actually part of the headline vs. being tacked on in an empty space. The secondary bonus message works really well in this email, too. Rather than go with a traditional boxed-in promo, they added some grit with a torn piece of paper.

Best of all, the landing page didn't disappoint. It was clean and compelling, highlighting the top five trends and giving me Glenda's take on each. And even though we're headed into fall, I could still shop each spring trend if I was so inclined.

Overall, Saks has definitely stepped up their email game by mixing product-focused messages with dedicated emails featuring editorial content, as you can see here and here. As a copywriter who believes there is always a story to tell beyond Free Shipping and SALE, I love it. 

From: Shutterfly
Subject Line: Get bright ideas for the holidays and more
Date: Thursday, September 24, 2009

I have to say I love this newsletter from Shutterly.

Visually:
It has a light & airy feel (which can be difficult with the amount of information packed into this email) with a punch of well-chosen colors. The imagery is well placed to draw the eye across and down the page. The content is engaging with a variety of topics from video and iphone apps to holiday reminders and coupons.

Best Standards:
It also hits the mark for email best standards with...
-- A full preheader of standard options
   (See Chad White's reportlet on popular preheader elements)
-- HTML body text
-- Alt tags on graphic headlines & images
--Standard newsletter "In this Issue" (table of contents) located above-the-fold
--Website navigation in the header
--Legal footer & opt out information

My Suggestions:
--Try the navigation in HTML text
--Use a standard button treatment throughout
--Try using the space at the bottom (where the header is repeated)
   as a recovery module with additional link options.

I give this email 5 hearts!

From: Serena & Lily
Subject Line: See what Serena hearts...
Date: July 8, 2009

From: Serena & Lily
Subject Line: See what Lily loves...
Date: July 14, 2009





In keeping with the J.Crew email I blogged about a few weeks ago, I'm totally into this idea of hearing what the minds behind the designs are loving about their own collections. For me, it turns these emails from Serena & Lily into a mini magazine spread, like something I'd see in Cookie. They're colorful, beautiful, and short on copy. Very compelling. The Serena & Lily customer is definitely high-end and they do count a few celebrities as their biggest fans, so offering up a special deal or free shipping would feel off-brand with such an editorial-themed email, IMHO. They know who they are and they deliver that brand beautifully. I'm wondering if there aren't more brands out there that could identify a visionary in their own ranks and create a content strategy around him or her? For example, I'd love to hear from Anthropologie's creative director. I'd love to have her email me with her (or his) inspirations. What brands would you want the insider's POV on? 

From: Coach
Subject Line: have you seen it? the new coach.com
Date: Monday, April 4, 2009

Coach.com announced their website revamp via email this morning. In contrast to the very focused approach taken by Williams-Sonoma in 2008, Coach's message is an explosion of screenshots and pink. While I could go on about the lack of standard logo and navigation, the unfortunate, not-so-easy-to-read tiny graphical text and the endless scrolling, that would just be boring. By now, we've all taken a trip on the best practices train to 516 W34th Street and back. (Check out our Email Insider "Break the Rules" article for more on this topic.) What I like about this email is that while it's absolutely overflowing with content and screengrabs, it's also overflowing with enthusiasm and excitement. I get the sense that Coach is excited about the new coach.com, and therefore, so am I. As an email viewer, do I have the patience to actually squint through the fine print and all the little screenshots? Not so much. But I am inspired to click through and check out the new website (and I'm not really even a Coach shopper), so in essence, this email has more than done it's job.

I like to make this analogy: a promotional retail email should act like a retail store window. It needs to be compelling enough to bring passers-by inside.

From: shopbop.com
Subject Line: You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File
Date: Friday, March 27, 2009

Shopbop's "got it" with their monthly newsletter, Style File. Three reasons why shopbop has beauty and brains:
(1) They find a happy balance between beautiful, aspirational product imagery and disabled-images friendly HTML text.
(2) Their copy has attitude, just like their subscribers. It's actually worth reading! "As more than one Wall Street mogul can attest, now is not the time to be hiding your assets. You’ve clearly got it. Flaunt it." Question: have you ever seen a longer subject line than this one?: "You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File" OMG! What do we think!?
(3) They seamlessly integrate product and editorial copy. I have to admit that I actually tried on a pair of black Helmut Lang harem pants at Barneys last week. I couldn't tell if I looked fabulous or like MC Hammer. I wavered between thinking "these are so now" and "these are so me at 13 in Z. Cavariccis." Hot or not? Got it? Flaunt it?

From: Barneys New York
Subject Line: CHRISTOPHER BAILEY and ED WESTWICK - Burberry Blow-Out Babble!
Date: Thursday, March 19, 2009

Ed Westwick is fabulous!

From: InStyle.com
Subject Line: Look of the Day: Michelle Obama
Date: Wednesday, January 21, 2009

From: Barneys New York
Subject Line: Mrs. Obama and Barneys LOVE...
Date: Wednesday, January 21, 2009

Yesterday, the world wasn't only inspired by President Obama's inaugural address. We were also wowed by the beautiful colors that Hilary, Jill, Michelle and other leading ladies - and babies - paraded onstage. I admit it: I was absolutely waiting to see which brands would get major points for inbox relevancy and react to the inaugural opportunity via email. Kudos to two of my fab five favorites - Barneys New York and InStyle - for pulling together these messages lickedy-split.

P.S. J.Crew threw an error when I attempted to browse their "gloves" category today. Could it be that everyone's trying to pick up a pair of Mrs. Obama's moss greens?

From: Apple
Subject Line: The new iPod touch. Game on.
Date: Thursday, September 11, 2008

Normally, I love just about everything Apple sends me, but this email left me speechless and a little disappointed. What did it to me? The headline: iPod Touch. The funnest iPod ever. Really? With all the creative genius coming out of Apple, that's the only word they could come up with? Funnest!?! I get that language evolves and that non-words become words over time simply because we use them in our everyday conversations. I also totally get that in today's TXT world, it's cool to ditch the grammar we learned in school and go straight for the slang. But, funnest? IMHO, the writer could have at least tried to make it relevant by using the word fun as a comparison. So maybe other iPods are fun, but iPod Touch is the funnest. I could have played along with that, but this just missed the mark for me. On another note, the subject line totally reeled me in with The new iPod touch. Game on., and the body copy did its job by supporting the SL with The new, ultrathin iPod touch was born to play. Tilt, tap, shake, and swipe your way through stunning 3D games and applications. It's just that headline. Sorry, Apple. I still love you, though. Write soon.

From: Piperlime
Subject Line: Brown bag it.
Date: August 21, 2008

Piperlime writers get to have some serious fun with their copy. They have developed a really strong brand voice and I love that they keep it dialed with every email. Last week, as I sifted through my cluttered inbox, this particular subject line jumped out at me. Maybe it had something to with the fact that I'm looking for a brown handbag or maybe it just brought back fond memories of school lunches (and considering it's back-to-school time this SL is even more appropriate). Either way, it got me. So I opened the email. While the headline fell a little flat for me because it didn't support the subject line sentiment, the body copy was right on – Nothing says fall like a gorgeous brown bag. I agree, Piperlime.

From: fredflare.com
Subject Line: Grace Kelly goes camping...
Date: Wednesday, July 30, 2008

I adore the idea of Grace Kelly camping with the Hardy Boys. That is a fantastic notion. Reminds me of the style little Emma Roberts sported in the Nancy Drew movie, which I really enjoyed, by the by. If you ever wondered what happened to Rachel Leigh Cook, she is in that film. Having three names hardly ever works for actresses, does it?