This mailing dropped into my inbox at 8.55am – literally the last minute, as it contains offers for quick selling event tickets that go on sale at 9am. A risky strategy, but a clever one as it’s right at the top of the inbox when London’s workers check into the office.
In terms of design there’s some minor areas of improvement (where’s the hosted link and whitelabel stuff?) but it’s pretty much on the money. Lastminute has such a strong ownership of the pink colour and their company font that it is less reliant on the lastminute.com logo – this strong branding allows them to push the key offers right up to the top of the preview pane. Throughout the mailing there’s a good balance of web text vs. branded image copy, and a slight changes to the layout of each module helps differentiate each area.