This sideways scrolling email from UK department store Selfridges is another example where breaking the rules can result in something different and appealing.

Sideways scrolling emails can look cool, but can have rendering issues in certain email clients. We found in recent tests that the scroll bar can be intermittent in Outlook 2007, and severe rendering issues occur in Outlook 07 on anything more than about 2200px wide (this is just shy of 2000px). We also found intermittent issues in Hotmail around the scrollbar showing, so as a best practice it’s a good idea to ensure some kind of call to action is within the horizontal and vertical folds.

This easter sale email from Banana Republic puts a clever spin on the traditional sale email – the email contains a discount code, but it’s unclear how much that code will save you until you actually use it. Of course, it remains to be seen if there is any chance, or if all the codes simply redeem the same amount, but this is an interesting proposition and makes the email stand out.

This has done the rounds over the last couple days, but it contains a clever trick to boost open rates. Take a look at the hero image area – it mimics a scrolling box you’d typically find on the website, complete with a “see more” arrow. Of course, this kind of thing only works if the landing page is engaging and contains the content you’re suggesting the recipient can scroll to – in this case it does.

Good work!

More blog coverage on The Email Wars and The Email Zoo.

Valentines season is in full swing, with the big day less than two weeks away. Here’s some of the best looking Valentines day emails we’ve seen so far.

Edit – make that 9 – we’ve added the obligatory Tiffany’s email.

Hotel Chocolat Valentine’s Email

Swarovski Valentine’s Email

Net-A-Porter Valentine’s Email

Original Penguin Valentine’s Email

Harrods Valentine’s Newsletter

Daily Candy (London)

Bang & Olufsen February Newsletter

Apple iPod Touch Valentine’s Email

More Apple emails in our Apple email gallery.

Tiffany & Co Valentine’s Email

A quick look at some single message solus mailings from the fashion/streetwear industry.

NikeiD

Gap

Net-A-Porter