Earlier today on Twitter, Chad White over at Retail Email Blog posted this great campaign that breaks the rules, but in doing so stands out from the crowd. The Brooks Brothers email features a huge stack of polo shirts, in every colour under the sun. Much like the water slide email we saw a few years ago, it’s very long and against the usual ‘best practice’, but in breaking the rules it communicates the breadth of the product range.
It also shows why we need to change our approach to “the fold” – instead of filling the top area with product details and buttons, there’s something that engages the user and entices them to scroll down, eventually finding the call to action buttons at the bottom.
At the e-Dialog Aspire conference this week I talked about using dynamic imagery to update images in campaigns at the time the user opens. This technique means that we can update the content in an email in real time, increasing relevance and ensuring the user doesn’t receive inaccurate information.
This campaign by Gap shows a great opportunity for this type of technology – using dynamic imagery the image could display the correct countdown time, tailored to the second that the user opens their email.