Welcome to the first of my monthly blog posts! Each month I will be sharing some of my favourite emails that have landed in my inbox. As a designer at Action Rocket, I get to create and build campaigns for great brands so I like to keep an eye on what trends and innovations are occurring in the industry. Take a look at some of the campaigns that have caught my this month, feel free to let me know what your thoughts are in the comments below!
Now email has pretty much fully evolved into the mobile era, we thought it would be interesting to take a look back at some nice familiar brands and see how they made the leap into mobile – and also if we can spot any trends along the way.
Christmas is always a prime season for seeing some of the most creative email designs. Planning starts early, from March in some cases, so it gives teams a lot of time to think up and deploy something innovative.
Here we have New Look, a UK based fashion retailer with it’s pretty cool pixelated animations. We’ve seen GIF’s and personalisation before but we loved the look and feel of this campaign. The use of typography throughout is also something to pay attention too. Take a look and let us know what you think. If you click on the images you’ll be taken to the whole newsletter.
Re-engagement emails are a great way to clean and re-activate dormant parts of your list. It’s also a great opportunity to single out customers and make them feel appreciated and heard. That’s why this ASOS email stood out, they noticed I hadn’t been on their site/opened their emails for a while, which now a lot of companies do, yet their messaging and UX is a little different to most I’ve seen.
Principle 3 – Remember that a person’s name is to that person the sweetest and most important sound in any language.
I’ve been reading (and re-reading) ‘How to Win Friends and Influence People’ for about half a year now – although a lot of it is common sense, it’s still one of those books you wish you would have read sooner. Although I don’t agree with parts of the book, there is one chapter (6) in particular I have visited quite a few times because it speaks to the email, and general, marketing geek in me. If you’re familiar with the text, which odds would say you will have at least heard of it (first published in 1936, selling over 30 million copies), you probably know this section as ‘Six ways to make people like you’. In brief, Carnegie tells us about then politicians and CEO’s that could attribute a lot of their success to people skills, as simple as remembering names and birthdays. Seriously, this stuff would supposedly win elections. The chapter links a lot of similar principles together. Marketers can get so wrapped up in tactics and goals that they forget how far being kind and taking a genuine interest in someone, actually goes. No matter what customer profile you’re targeting, human nature & psychology (more or less) stay the same.