Spotted on Litmanlive’s blog, here’s a cool campaign from the UK arm of Krispy Kreme – a really simple concept but a great example of using clever, timely copywriting to drive the message.
Mobile email is the hot topic at the moment – it got a lot of discussion at both the EEC and Marketing Sherpa conferences, and hardly a week goes by without a set of blog posts and statistics getting released. comScore’s November 2010 report highlighted that over 70 million US users access email through a mobile device, and more than half of those do so on a daily basis. Other sites consistently report around 15-20% of opens being from mobile devices, with 7-10% being from the iPhone.
So the fact is that emails are increasingly been opened on mobile devices, and this presents us with a new set of challenges and opportunities.
Time for a quick look at some of the recent email blog posts. If you spot anything you think should be in here, please give me a shout on twitter – @iamelliot.
Remy Bergsma runs through some of the key takeouts from the recent conference in Miami. Having read through much of the twitter buzz about EEC, I’m definitely going in 2012!
Nice roundup of some of Trendline Interactive‘s favourite emails of 2010, thanks for including our work on Skype guys!
e-Dialog’s Liz Lynch posts thought and discussion on Gary Vaynerchuk’s keynote speech at EEC.
Marketing Sherpa Notes
We seem to be in the middle of conference season – just before the EEC conference was the Marketing Sherpa Email Summit. If you missed out, here’s some excellent write-ups from David Kirkpatrick, Magdalena Georgieva and the Marketing Sherpa Blog.
Amazon UK are taking an interesting approach introducing a Black Friday campaign to the UK market this year – Traditionally the UK has never really had such an event, perhaps an equivalent is the January sales. It’ll be interesting to see how successful it is for them, and if indeed the concept of ‘Black Friday’ is successful as a sales driver with the British public.
The Starbucks Card Newsletter is a great example of using full width background imagery in an email campaign – a useful way to add extra brand elements and style, drawing the email out from the regular email client page background. The main content area of the email is still within a 700px limit, so the extra background space will collapse down for those using smaller browsers.
In terms of the artwork, the coffee-bean-sack texture is on brand and follows the kind of textured look that is very ‘in’ at the moment on the web. Elsewhere there’s some standard newsletter fayre, perhaps it’d be good to bring the account management stuff up so it’s more prominent.
Implementing background images in email
Unlike most background images, those applied to the <body> tag do work in Outlook 2007. A few other email clients don’t though, so it’s best to apply the background to both the <body> and a 100% width table, just to be sure.