Now email has pretty much fully evolved into the mobile era, we thought it would be interesting to take a look back at some nice familiar brands and see how they made the leap into mobile – and also if we can spot any trends along the way.
Marketers spend a lot of time thinking up clever, witty, interesting content ideas for campaigns (and spend a lot of money implementing them). What if the content you need is already sitting there in front of you; disguised as some boring yet meaningful security measure.
Harvey Nichols thought outside the box and this is the campaign they came up with. We love this idea. Click the image below, sit back and enjoy…
This email has just taken email creativity to a new level, so much so that members of the team and email community are still in a state of ‘Why didn’t I think of that?’.
The concept is based on the idea that their customers are most likely sitting at their desk but can’t browse the site as their boss may be watching them. They are offered the option of viewing a spreadsheet or ‘I don’t do spreadsheets’ which goes to the homepage.
Take a look at the campaign from Bonobos which landed in our inbox yesterday.
Update – see comments section for feedback with the design team.
MTV UK‘s new email newsletter broadly follows some best practice, but there’s a few tweaks that could be made to really make it perform. The design and branding is very strong, and neat tricks like the header and footer breaking out the main column serve to add depth to the design. Strong call to actions help drive to areas of the site, although they’re currently very low down – and there’s very little to drive clicks from the preview pane area. The ‘In This Issue’ box serves to draw attention to the articles further down, although the newsletter could be more enticing with more, smaller articles, across a wider range of interests.