Sugru is a cool little product which lets you hack and repair everyday items. It’s similar to modeling clay, but once it’s exposed to air, it cures to a tough flexible silicone overnight using the moisture in the air. You can find out more here.
Their email has three exciting things in it (from an email designer’s perspective!)
1) A cool tiling whole page background – we don’t see enough of these, and in this case it looks really effective. It’s best practice that the content is max 600-700px, but the background can expand and collapse as required.
2) User generated content – tons of it, really engaging and helps build a community feeling – that’s especially prevalent here given the do-it-yourself nature of the product.
3) A youtube-screengrab-as-link module – a great way to simultaneously encourage click throughs and integrate engaging video content into the email experience.
Our main best practice recommendation would be to increase the prominence of links to drive to the site and/or online store. As the email may be going out to existing customers, it may also be worth looking at sharing functionality to allow people to virally share the email with their friends and social networks.
Apple Emails always seem to go down well – there’s a good balance of inspirational design and email best practice (although there’s a few simple wins that seem to get missed off). This one promotes the educational discount for students (and probably also targets parents/siblings of students too).
In a departure from the usual Apple style, the hero area is a full bleed photo, as opposed to the more regular product shot predominantly on white. This helps differentiate the education campaigns from the Apple store ones, and seems to be a running theme in non-store campaigns.
ps. please can I have a free iPad? (worth a try)
time for a quick round-up of email marketing news from the last week:
Interesting article from DJ Waldow over at Blue Sky Factory about how there is no one size fits all best practice, and in reality it’s all about finding out what works for your list.
Liz Lynch posted a nice review of recent tax day campaigns over at Email Precicely.
e-Dialog International, based in Central London, is still hiring! there’s lots of vacancies at the moment – view our list of email marketing jobs. There’s more to be added soon, so if you don’t see the role you’d like send in your details and we’ll keep them on file.
Over at The Email Wars Dylan Boyd posted some great tips on the mobile web.
Social Email Marketing posted some interesting thoughts on triggered event based campaigns.
And finally, Smith Harmon spotted a great piece of creative email from Diesel – check it out.
If you’ve got any hot tips for this week, or want a heads up on interesting things as we find them, connect with @iamelliot on Twitter.
End Clothing is an independent clothing store based in Newcastle, UK. It’s refreshing to see a small independent store really doing the right things in their emails, and in some ways doing a much better job than some of the high street brands. The products on offer are clear and the overall design of the newsletter is muted enough to let them take prominence. There’s also good use of web text in place of image text using a brand font.
A couple of easy best practice wins would be to improve calls to action, and to include a navigation bar and a link to a hosted version of the email.
Sometimes in the pursuit for perfecting best practice, email designers end up overlooking simple ideas like making the products we’re selling look as desirable as possible.
Here’s 5 recent emails that all take different approaches to displaying product photographs, but all succeed in making the item on sale look appealing.