This campaign from online fashion retailer ASOS uses old school ASCII text illustrations to add a quirky element to the design. As these illustrations are made using text characters, these also show when images are disabled.
Here’s how the design holds up with images turned off:
This email from UK fashion retailer asos contains some interesting mobile innovations, but seems to fall at the last hurdle. The single message email includes a call to action to visit m.asos.com, the brand’s mobile optimised site. There’s a lot of consideration for users using a desktop – the url is included in the creative, the email links through to a landing page on asos.com about the mobile services, and there’s a great use of a mobile QR barcode – so recipients can load the mobile site by snapping a photo of the barcode on their phone.
Another clever innovation that’s handled by the website is that when the email is clicked from a desktop, a landing page about the apps is displayed within the regular asos site, but when clicking through from a mobile it loads the mobile site. However when I ‘clicked’ on the link using my iPhone, it forwards through to a mobile version of asos.com, but seems to drop the ball and throw some kind of error finding the content. Ideally this page would contain information driving to an iPhone app or welcoming me to the mobile site.
So some clever ideas here, slightly let down by a lost opportunity for those clicking through directly from a mobile.
Boden do consistently great emails. Whilst there’s probably a few best practice email tweaks to make, the concept and artworking is always spot on. If you don’t already receive them, I recommend signing up.
Here’s five stand out emails from the last few months:
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.