I like this Kiehl’s email, simply because it features products that are customer favourites. A lot of ecommerce emails out there are all about products the store wants to shift, which is great, as long as they’re also what the customer is after. Even if these products aren’t strictly the top 5 sold, simply positioning these as the favourites makes the tone of the email a lot friendlier.
Fab.com is an invitation only private design store – and has recently launched their daily inspiration email. It’s a good example of a well designed ecommerce campaign – there’s lots of lovely image shots, clear calls to action and a clear hierarchy between the products and ranges.
The build is pretty solid, and there’s a lot of consideration for variable amounts and types of content. Although curiously, the code doesn’t seem to be optimised for Outlook ’07/10 – the large inspiration images are coded as background images, which don’t display.
UK entertainment retailer HMV‘s new ticket email is a great case study in well-designed retail email.
There’s a strong lead with the primary content – with such a strong branding that the store logo is allowed to drop back. The ‘in this issue’ section pulls out quick links to the primary gigs on offer, which links directly to the product page on the site. The modular design shows how it could be easy for the marketing team to easily change the layout if required, and allows new content to be updated.
Lastly the ‘your email preferences’ slider box is an interesting way to drive to a preference centre – and it illustrates the types of content that you are currently receiving – right in the email.
Change of address emails are often sent when a company moves to a new email marketing provider, mainly in order to improve deliverability. Their purpose is two fold – the core message is for the user to add the new sending email address to their address book, whilst behind the scenes, sending a low-impact message message like this helps improve the deliverability reputation of the new sender (a process commonly referred to as IP Warming). These steps combined help ensure the campaigns are sent to the inbox and not the trash or spam folders.
Examples of these types of campaigns are often difficult to come by, but this example from UK hardware store Wickes serves as an example of some best practices. The overall shell of the email is on brand and will likely follow through to the upcoming marketing emails, with a prominent logo, navigation and links to social activity. The primary content is the instruction to add the sending email to the user’s address book, with detailed instructions for the popular email clients. Underneath there is a limited amount of sales based content, which is something that’s often missed in these campaigns. Whilst the key message should still be to update the address book email, sales content can still take secondary place – there’s a good balance here.
This sale email from UK clothing company Howies is a perfect example of letting a single, impactful message lead both the creative and copywriting of an email campaign. The result is a no nonsense email that engages people and gets the point across quickly.