Gap Europe’s last minute Christmas campaign features an interesting animated GIF – depicting a present being unwrapped, and revealing the latest order times to ensure delivery before Christmas. Whilst usually it’s advisable to avoid locking such important information within the frame of an animated image, the animation makes the campaign engaging and therefore communicates the message effectively.
Here is the animation from the campaign:
This campaign from Herman Miller demonstrates that it’s possible to produce an email campaign that’s really well designed, whilst still adhering to technical best practice.
Often in marketing emails we need to apply caveats to pieces of copy, linking to terms and conditions below or on a separate page1. However, just using the <sup> tag to superscript text can cause issues with line height in certain email clients and browsers.
The following style, when applied to <sup> tags, will fix these issues.
<sup style=”line-height:1; vertical-align:baseline;_vertical-align: bottom;position: relative;bottom: 1ex;font-size:11px !important;”>2</sup>
1 like that caveat there.
Pizza Express are getting a bit of a reputation for building rock solid email campaigns – taking care to make sure the campaign still works when images are turned off. We’ve looked in depth at how to optimise email campaigns for disabled images before, but it’s always good to see new examples of this technique – many email clients still disable images by default, so it’s important to think about the experience of those users.
Here’s how the non-images version stacks up against the regular one:
This campaign by Virgin Trains cleverly uses common social media design styles to produce an engaging marketing email. It’s also a great example of using the design and copywriting – ‘update your status now’ together to support the message. The details of the offer are then artworked in a style broadly following the Facebook brand, using common social network elements such as photos and comments.
