Lunar New Year Email Inspiration

Lunar New Year Email Inspiration

With the Lunar New Year celebrations just around the corner, January 25th 2020 marks the start of the Year of the Rat. We’ve searched our inboxes for our favourite emails from brands celebrating the New Year.

A recurring theme throughout is how these brands have used this cultural moment to elevate their marketing strategies. 



This striking email from Diesel caught our attention as soon as we opened. Keeping on brand they are promoting their new clothing range and have dedicated it to the Year of the Rat. The colour theme for the whole email is black and red, the two popular colours used to celebrate the occasion. 


Selfridges have used this email to showcase their partnership with Photographer Jin Jia Ji to celebrate the New Year celebration. The theme throughout this email focuses on gifts you could purchase for people, with every item following the colour theme of red and gold.



Similarly to Diesel, Moschino have used this solus email to promote their special edition exclusive range. The brand have taken a unique take on the design – with the Chinese Zodiac falling on the Year of the Rat, Moschino have added ‘Mickey Rat’ to their iteration. 



Flannels have used the hero space in this email to highlight their exclusive card holder item relevant to the celebrations. Scrolling down the email I love how they have also pulled out all other relevant products, not limiting this email to one item. They have also included 2 separate CTA’s for both ‘men’ and ‘women’, taking into account the different customer journeys.


Paul Smith

Paul Smith regularly uses cultural dates to showcase new limited edition products. This year they have chosen to showcase a range of new items in the striking red colour, designed with their playful rat motif.


La Perla

La Perla have kept this email simple, by only changing their product colour theme. Using the chosen item as a tease for their whole collection, understanding the customer journey and knowing to find out more the user will have to click through to their website.

Anya Hindmarch

In keeping with the Lunar New Year, Anya Hindmarch have kept the Rat and red theme throughout. Hero-ing the email with an eye-catching illustration, leading down into all their red product lines. Designed mobile first, this email is very clean and draws the eye down the email nicely.

Have you seen any Lunar New Year emails you’ve loved? Share them with us and let us know on Instagram or Twitter.

Bex Highfield
Marketing Manager @ Action Rocket