Email WOW BookFour

Retail... Fashion... Animated Gif... Travel & Leisure... Royal Baby... & much more...

ContentsRe ta i l

Fa s h i on

T h e Ema i l Wow B ook

Wow! We continue to be amazed by the positive feedback we have received on the back of our Email Marketing WOW books.Thanks to everyone who has spared a little time to share their thoughts with us. We sincerely hope that the emails which we’ve showcased to date have inspired you the same way they have us.Anyway, it’s been a while, but the wait is over. The Email WOW Book 4 is here and it’s bigger and better than ever. Our inboxes have been well and truly blessed by some brilliant email marketing since the spring and we simply couldn’t live with ourselves if we didn’t share them with you. We’ve seen great examples of spellbinding copy, jaw dropping design, mind blowing ideas and we’ve even seen some brilliantly themed emails around events such as the arrival of the Royal Baby.Sit back, relax and be inspired.

Enjoy!Steve WhiteStrategy DirectorRed C077399509960161 872 1361 Steve White

Strategy Director

An ima te d G i f

Trave l & Le i s u r e

Mi sc

Roya l Baby

Re ta i l

Who doesn’t like a birthday email? Especially with a celebratory 10% off voucher included. Writing my name on a giant cake certainly got my attention too! It really stood out to me and was something different that I’ve not seen before. The way they’d laid out their products was clear and concise too, making it very easy to shop as well.

Date: Monday, September 16th, 2013Subject line: 10% Off Unique Birthday Gifts That Will Make Their Day

Josie CampbellJunior Account Executive

Getting PersonalNikeDate: Wednesday, September 18th, 2013Subject line: You’re in

Wayne PretlSenior Interactive Designer

A warm welcome from Nike! This was one of the most inviting emails I have come across in a while. The subject line – You’re in – makes me feel like I’m being accepted into an exclusive club. The design is clean, fresh and cool – totally in keeping with the brand. White space to clearly group sections of content, messaging that’s concise and clear, and a layout that translates well to mobile. Love it!

B &HDate: Monday, September 16th, 2013Subject line: B&H Newsletter

Adrian Rowe Chairman

A seahorse giving birth? I just couldn’t ignore the subject line on this email – and the playful, slightly daft tone of voice is continued inside.

With Innocent it’s all about the words, and you either love them or not. Personally I really like the cutesy graphics, pastel colours and quirky copy, it’s what makes Innocent who they are. That and their lovely smoothies too!

Date: Friday, September 13th, 2013Subject line: NEW extra juicy smoothies, knitting motivation and a seahorse giving birth

Nicole MatthewsJunior Account Executive

Innocent

I love the two navigations on this US camera retailer email. It’s not just the icons but also the Shop|Used|Learn|Insights tabs. They’re there to trick you into thinking you can swap between them in the email, when of course clicking any of them will simply take you direct to the website.

I also think the way the camera images are strategically placed helps draw your eye down the email. A wonderfully thought-out email by B&H.

Date: Thursday, October 17th, 2013Subject line: WIN a Double Dozen Every Month for a Year!

Krispy Kreme

I love receiving Krispy Kreme emails, they are so timely and clever. But this one really caught my eye as it’s a bit more strategic. They are running a prize draw to get people to update their profile information. But disguising data collection as a prize draw is a great idea, and by announcing the winner on social media they’re driving people to their Facebook page too. All in all, it’s a great email. Plus, I love a donut!

Katie AtkinsonSenior Account Manager

Fa s h i on

Date: Wednesday, September 25th, 2013Subject line: Ready to turn heads in your LBD?Have you got the dress factor? Plus, enjoy 90 minute delivery for 90p

NextDate: Monday, February 11th, 2013Subject line: Dress to impress this Valentines

I like the way these emails have been designed to draw the eye downwards. The first email is really simple and shows 3 different options of ‘The Little Black Dress’.

Not only are they clearly numbered to draw you in, but the email also suggests accessories to jazz up your outfit.

However the second email in particular got my attention because they’ve integrated Pinterest, encouraging me to ‘pin’ products for the chance to win a bag.

Jessica Williams Account Executive

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Oasis

These kind of product-heavy listings emails can sometimes look a bit too cluttered, but I love how Next have designed this. Deepening shades of red not only encourages continuous scrolling, it also gives the whole email a pretty editorial feel. It’s a simple concept, beautifully executed.

Dawn Greaves Studio Manager

Date: Monday, July 29th, 2013Subject line: You’re wearing half a dress

Emerald Street

Who says guys don’t engage with fashion emails?

Burton send out the Friday Re:Fresh every week, and they’ve got plenty of tricks up their sleeve to keep it fresh and engaging.

Think animated GIFs, image captions, customer reviews, lively use of colour, style advice and, crucially, plenty of opportunities to click through and shop.

It’s the classic “something for the weekend, sir” idea and I love it.

Gap

This is one of the best emails I have received about the new Gmail inbox set-up.

It clearly outlines what you have to do to make sure Gap’s emails go to the Primary not Promotions folder in your Gmail inbox. You can expect to see a lot more of these kind of Gmail-themed emails in the future.

This one stood out not just for its clarity, but the cute copy (“we trust you”) accompanying the incentive was a nice touch too. Simple, clear and engaging.

Date: Friday, September 6th, 2013Subject line: Stay organised and in the know. Plus, get 30% off your online purchase today only

Andy Campbell Copywriter

Emerald’s subject lines are a real gem. Style, culture, opinion. All in a daily email. Emerald sure lived up to its slogan when they created this. It has some really interesting and engaging content.

But what really stood out for me was its quirky subject line ‘You’re wearing half a dress’, instantly making me want to click and find out what on earth they were writing about.

In fact, this often does the trick for me with Emerald, with intriguing and even sometimes ambiguous subject lines that give each email that ‘Click Me’ factor.

Once you’re in, straight away you’re engaged with fashion tips, places to eat in Manchester and little out of the ordinary clips like ‘What sound does a Porcupine make?’, all illustrated with beautiful sketch images.

Katharine MitchellAccount Director

An ima te d G i f

Natalie Lowe Account Manager

Dorothy PerkinsDate: Sunday, September 15th, 2013Subject line: Introducing Monsoon Magazine + see what we wear to work

Monsoon

Everyone loves surprises, right? Dorothy Perkins used an animated gif as the focal point of their email. The four sun images flash one after another to show different discounts the customer could win if they enter their surprise promo code. It was a nice change from the standard fashion-with-a-discount emails.

Sonya GreenwoodArt Director

What’s the best way to bring your brand new online magazine to life? Give us a quick flick through its animated pages, that’s how. It’s such a simple idea, but this email really stood out in my inbox. The looks were great and I wanted to interact and read more about the new Autumn range, drawing me straight to their website.

Date: Sunday, July 7th, 2013Subject line: Are you feeling lucky? Discover YOUR surprise summer discount!

TumblrDate: Monday, September 30th, 2013Subject line: You should see what’s happening on Tumblr

Charlotte Baker Junior Account Executive

First the catchy subject line – what time is it? Time for a MOO sale – then the animated gif of card and printed products spelling out the word SALE, floating as if like magic! It is a fun, interesting and most importantly eye-catching approach to the classic postcard email. MOOve over boring emails!

Date: Wednesday, September 18th, 2013Subject line: Save 25% on all printed products until 22nd September

Moo.com

Stuart ClarkSenior copywriter

Simple, stylish, social. This email has very little copy, using hashtags as headers instead. Not only do these show what is trending on the social networking site, they’re like an invitation to join the conversation at the same time.

Topics range from the cute (pugs) to the current (Breaking Bad), while the use of subtle animated gifs brings the whole thing to life. All in all it’s a little bit of fun for your inbox and that’s why I love it.

Trave l & Le i s u r e

Almost all of the content in this email is bespoke to me. First of all, the subject line and title includes my local airport to get my attention. Then they’ve served up an image and price for Melbourne, where I’ve previously reviewed a hotel. Further down the email there is a hotel and 2 restaurants that I’ve recently viewed and all the special offers relate to places I’ve visited.

There’s even a calculator so I can tell how many miles I travelled. It’s a nice little gimmick that basically allows Trip Advisor to collect more information about me, so that they can make future emails even more personalised.

Date: Friday, September 27, 2013Subject line: Manchester airfare deals - while they last!:

Trip Advisor

Leigh Whitnall Account Director

Roya l Baby

Nick CliffeSenior Art Director

Date: Tuesday, July 23, 2013Subject line: Fit for a Prince – Treat yourself to our enticing Royal Collection.

Western & Oriental Date: Monday, July 22, 2013Subject line: To celebrate the birth of the Royal baby.

M&S

I always love an M&S email however they really caught my eye with this Royal Baby email. They were the first out and had it pre-prepared to hedge their bets on the gender. It’s classy and targeted and put a smile on my face. The Royal Etiquette guide is a really nice touch.

Rosemary WaltonClient Services Director

Even a travel company managed to make a tenuous connection to the Royal Baby.

You can’t say no to some of the offers they are promoting, what their stunning photography and clever incorporation of the word ‘royal’. I definitely felt like I was being treated like a royal.

I really love this one. It’s easy on the eye and cleverly laid out to encourage scrolling all the way to the bottom. Plus, they’ve used the Royal Baby theme quite subtly, showing off the diversity of their product range without seeming too desperate or trying too hard.

OKADate: Tuesday, July 23, 2013Subject line: A nursery fit for a Prince

Katy WhittakerClient Development Manager

Mi sc

Date: Friday, September 27, 2013Subject line: Steve are you a blackjack genius?

Paddy Power SkyDate: Thursday, August 22, 2013Subject line: Your crime ref. no. 25AUG9PM

The email subject line grabbed me immediately. You might argue that it’s tricking the recipient – disguising what’s essentially a listings email as something far more dramatic – but I think it’s a cheeky approach that’s quite in keeping with the comedy show it’s previewing.

Thomas MittonAccount Manager

Steve WhiteStrategy Director

This email instantly caught my eye. Not only did the subject line and email address me personally, but the content tied in with the latest must-watch TV show, Breaking Bad. Many brands had piggy-backed on its appeal to boost their promotions, but I felt this email did the best job. The email incorporated the Breaking Bad title-sequence graphics into its design while the storyline was referenced in the copy. A great way for a less ‘sexy’ company to keep on-trend.

20 13Design Stuff