TOP DESIGNS FOR NOVEMBER
This month we’ve welcomed the start of Christmas adverts and emails, but before we can get in the full festive spirit we have Black Friday to get through.
This week brands run the risk of jeopardising their audience trust, so it’s important for them to deliver value. This year we’ve already received some great alternative Black Friday emails, sending us some calm amongst the storm.
1. Zara Home
SL: At home with Alex Eagle
- Editorial style. This email is a little different to Zara’s usual communications, following an editorial blog post style. Zara Home have recently launched a range with Alex Eagle, and published an article where they interview her and discuss the range. For a nice 360 campaign approach the email was also themed around this, pulling out nice product information and quotes.
- Lifestyle photography. Zara Home have used lovely lifestyle images throughout this email, using a range of product, placement and people shots. This gives a full idea of the range in situ rather than using standard product shots.
SL: Watch our Christmas TV ad now!
- Mobile first design. This email is to promote McDonalds new Christmas TV advert, and it does a great job! The whole email is designed mobile first, this sleek design makes it easy for the recipient to navigate down through the different modules of information.
- Animation. McDonalds have used the hero space well, using it to highlight the advert itself but using a short GIF to not give away too much of the full advert. The subtle animation of the background lights also add a nice festive touch to the email.
3. Bloom & Wild
SL: Open this (tree)mail
- Email theme. Ok so yes Bloom & Wild made it onto the list again, but can you blame me?! Look at this beautiful email and tell me you don’t feel all warm and festive?! Some may say it’s too early for Christmas emails but Bloom & Wild have good reason – Their Christmas trees!
- Animations. The brand have used beautiful animations to showcase the different range of products available. Mixing between photographs and GIFs works well here so there’s not an overload of movement throughout.
- Copy. The TOV is great starting with the funny subject line. They also point out the benefits of purchasing from them, and include some nice quotes from customers to reinforce brand affinity.
4. ROCKETT St GEORGE
SL: Black Friday Is Coming | Want In or Out?
- Simplicity. The ‘opt out’ occasion emails have become a staple of the email industry in 2019. With the popular Bloom and Wild Mothers / Fathers Day example. These brands have proved how successful it can be to give your subscribers the power of opting out for a specific length of time.
- Clever copy. The brand haven’t hidden any messages from the recipient, keeping it clear what they can do and why. This is vital in maintaining a trusting and valued relationship between brand and subscriber.
SL: [Straight from Instagram.]
- Social feed style imagery. Sticking to the theme of their subject line, Warehouse have used a very ‘Instagram’ themed design in this email. Taking it a step further than most brands we have seen and using the ‘story’ style filters for their images, making the content very topical and easily relatable to their audience.
SL: Rest easy this Black Friday
- Simplicity. Eve have chosen a laid back approach to their Black Friday communications this year. Using the ’email scroll’ design to stand out to their recipients. Although they are still discounting their products they aren’t screaming it from the rooftops.
- Copy. The small text at the bottom of the email is the only place they have called out their 20% off offer, and even then it’s been done in a subtle non-salesy way.
SL: Black Fri-NAY
- Strategy. Monki have opted for a different approach to Black Friday this year, letting their subscribers know they will not be taking part! This is a big decision for the brand, with such strong competitors such as Topshop and ASOS who will be heavily discounting their products. This is a clever marketing choice from Monki, stating they ‘want to be part of the solution not the problem.’ eluding to economic and sustainability reasons, this could work in their favour and bring them to the top of the subscribers mind for standing out.
Marketing Manager @ Action Rocket