Infographic: Anatomy of an Apple Email

This great infographic from Flowtown is currently doing the rounds – showing some of the strategy and thinking behind Apple’s email marketing campaigns.

Apple’s campaigns are frequently held up as examples of great email marketing best practice, and most of the advice offered here is applicable to almost all campaigns for any client.

By Elliot Ross

Elliot Ross is Managing Director of Action Rocket, an email marketing creative agency based in London. You can find him on Twitter at @iamelliot

  • http://twitter.com/rob_pratt Rob Pratt

    Apple has always created clean, well-designed emails. However, as I’ve been a long-time customer of theirs – both in products and in iTunes-based media purchases, I’m constantly surprised at their lack of personalization in the e-mails I’ve received. The only personalization I’ve seen is in iTunes receipts with recommendations, but never seen it in their marketing emails – both in the messages I receive, and in the content they publish within.

    Kudos to Flowtown for creating a nicely designed critique (although it reads more like a love-letter from one designer to another).

  • http://twitter.com/rob_pratt Rob Pratt

    Apple has always created clean, well-designed emails. However, as I've been a long-time customer of theirs – both in products and in iTunes-based media purchases, I'm constantly surprised at their lack of personalization in the e-mails I've received. The only personalization I've seen is in iTunes receipts with recommendations, but never seen it in their marketing emails – both in the messages I receive, and in the content they publish within.

    Kudos to Flowtown for creating a nicely designed critique (although it reads more like a love-letter from one designer to another).

    • http://www.elliot-ross.co.uk Elliot Ross

      I agree they don’t seem to take much advantage of personalisation or segmentation – I seem to receive everything from consumer campaigns to student and small business. It’s strange, as they have so much data and seem so joined up in other areas of their business (for example at the store you can shop with any of the staff from their iphone and have your receipt emailed to your account in seconds). You’d think it’d be a given to mail out recommendations based on the products, songs and apps you’ve already purchased.

  • http://www.elliot-ross.co.uk Elliot Ross

    I agree they don’t seem to take much advantage of personalisation or segmentation – I seem to receive everything from consumer campaigns to student and small business. It’s strange, as they have so much data and seem so joined up in other areas of their business (for example at the store you can shop with any of the staff from their iphone and have your receipt emailed to your account in seconds). You’d think it’d be a given to mail out recommendations based on the products, songs and apps you’ve already purchased.

  • http://www.elliot-ross.co.uk Elliot Ross

    ps. yep it does seem a bit of a designer love in, with a few blind eyes turned to some of the less-than best practice stuff that’s often in there.

  • http://twitter.com/iamelliot Elliot Ross

    I agree they don’t seem to take much advantage of personalisation or segmentation – I seem to receive everything from consumer campaigns to student and small business. It’s strange, as they have so much data and seem so joined up in other areas of their business (for example at the store you can shop with any of the staff from their iphone and have your receipt emailed to your account in seconds). You’d think it’d be a given to mail out recommendations based on the products, songs and apps you’ve already purchased.

  • http://twitter.com/iamelliot Elliot Ross

    ps. yep it does seem a bit of a designer love in, with a few blind eyes turned to some of the less-than best practice stuff that's often in there.

  • BillboBob

    not exactly good work… so much text crammed into tiny tiny areas. Can anyone even read that?

  • BillboBob

    not exactly good work… so much text crammed into tiny tiny areas. Can anyone even read that?