We love this email from UK streetwear retailer Size? Aside from being a campaign for their current sale, it doubles as an effective user-preference collection email. The shoe size that the user clicks on can be captured and future campaigns can be tailored for that, which is a lot more effective than relying on the user setting this in a preference centre somewhere.
Reactivation emails – campaigns sent to users who haven’t been engaged for a while – can be difficult to proposition, but can also drive results when they’re used properly. This campaign from UK food delivery service Ocado managed to get my attention by using strong copywriting and imagery. The subject line – “We’ve got an Elliot shaped hole in our lives” – also makes use of personalisation in an interesting way.
Gap Europe’s last minute Christmas campaign features an interesting animated GIF – depicting a present being unwrapped, and revealing the latest order times to ensure delivery before Christmas. Whilst usually it’s advisable to avoid locking such important information within the frame of an animated image, the animation makes the campaign engaging and therefore communicates the message effectively.
Here is the animation from the campaign:
Whilst there’s a lot of image text here, this Crate & Barrel mail is bright and has a clear content hierarchy. There’s also a nice animated gif, which cycles through different product shots in the hero area. The ‘view with images’ link is a nice touch for users with images disabled.
With the hype and announcement of the iPad, Apple have been flavor of the week – so let’s take a look at some of their recent email campaigns.
There’s a lot that Apple gets right with their emails, and as a result they’re often sent around as good examples of email marketing. In particular they get bonus points for:
- Design – crisp and sexy product photography, clever copywriting and lots of white space make for a very effective combination.
- Engaging – most mailings have very strong and consistent calls to action, to either visit an apple store or shop online.
- Very strong message – Apple do a great job resisting the temptation to bloat their campaigns with excess products and information. There’s a great balance between providing enough content to inspire the recipient to click, but not too much to compromise the message.
However, whilst the brand and design are impeccable, there’s curiously a few best practices that seem to be absent – the most obvious that come to mind are:
- The omission of any type of hosted link or whitelisting copy
- No personalization or obvious customization (they presumably have a fair amount of data at their disposal, why not use it?)
- Whilst the preview pane imagery is very engaging and effective, when images are disabled the experience is often much poorer.
Apple iPad announcement email
Apple Fitness email
Apple Black Friday email
iTunes New Music Tuesday email
Apple Holiday email
For more insight into Apple’s email marketing campaigns, take a look at Dominique Hind’s excellent review.