red c christmas 2014 mini wow book

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Email BOOK Mini W O W

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Email

BOOK

Mini

WOW

Christmas is a time when email marketers ramp it up a notch and produce their best efforts to get us to engage with their fantastically festive campaigns. Whether it’s express delivery promotions to ensure gifts arrive on time, huge sales and discounts, or gift guide emails, our inbox is brimming with information and offers at this time of year.

2014 was no exception and we were especially impressed by the quality of emails this time round. Having been inspired by the great content, we compiled all the best emails and put together another edition of our Christmas Wow Book.

So here it is‘ the Red C Chr i s tmas Emai l “Min i Wow Book”. We hope it brings you some inspiration the same way it has for us.

Enjoy!Steve WhiteStrategy Director

Contents

Tops h op

T he B ody S h op UK

F RESH

B od en

Vi r g i n Tra i n s

Top man

Na i l s Inc

B od en

Ac c e s so r i ze

Vi c to r i a’s Se c re t

Next

C i a te

App le

ASOS

Christmas 2014T he Ema i l M i n i Wow B ook

Date: 24 December 2014Subject line: Christmas came early! Up to 50% off in the sale

Topshop

Hannah WalkerArtworker

Jessica WilliamsAccount Manager

Date: 23rd December, 2014

Subject line: GIFT TEAM to

the rescue!

The Body Shop

With a subject line of ‘Christmas came early!’ and the promise of up to 50% off in the sale, this email grabbed my attention straight away. The header panel reminds customers to order in time to receive their purchase for New Year’s Eve – keeping Topshop front of the mind in the post-Christmas sales. The animated gif ‘ready, set, sale’ was what really caught my eye in this email. The simplicity of the design and messaging, which focused on the sale rather than on lots of products, made it more memorable when I was shopping for a NYE outfit!

We all know how busy the Christmas period can be, and the panic that ensues when you realise you’ve left someone off your list. Luckily, The Body Shop offered a helping hand with their Gift Rescue team ‘It’s not too late, we can help!’ they cried and presented a bold CTA inviting us in store to take advantage of their aid, as well as a generous 40% off! The single minded messaging and lack of clutter meant that this email stood out against other Christmas emails that showed a range of products and gifts, because the focus stayed on the offer and service. Eye tracking research shows that people are drawn to the left hand side of an email and the inclusion of a picture of a real member of the gift team was a great personal touch.

Date: 17 December 2014Subject line: Perfect gift picks from Fresh fans + FREE FACE MASK!

Fresh

Sonya Clibbens Senior Art Director

I love this email as there’s no messing around! The bright and bold design gets straight to the point and there’s no way you can miss the great offer and tips for shopping online in the Boden sale. Naturally, sale emails flood into everyone’s inbox in January but Boden kindly give you the option to unsubscribe for a short while to evade their sale messages – this was a great addition to the email and a reminder that great customer service can be achieved through email.

Chris MoreyAccount Manager

Date: 16 December, 2014

Subject line: Get straight to your

size | Up to 50% off

Boden

There’s usually someone on everyone’s Christmas list who is notoriously hard to buy for! I loved this email from Fresh because rather than simply showing products to buy, each one came with a customer review which is a great touch for a Christmas email. The animated gif of the presents stacking up one by one made an impact. I also really love the clean look of this email and the use of simple and clean photography as it’s really easy to follow. Plus the reviews make Christmas-gift-buying easy.

Date: 15 December 2014Subject line: Keep the change, ya filthy animal!

Jonathan WilcoxAccount Manager

Nails Inc

Date: 10 December 2014

Subject line: This nail polish has

your name on it

This email had by far the best subject line I received over Christmas. ‘Keep the change, ya filthy animal!’ is arguably one of the most memorable lines from my favourite Christmas film Home Alone! This email from Topman further referenced the McCauley Culkin classic with tips on how to ‘get the look’ of Kevin, the Wet Bandits and Fuller – a quirky and unique way of showing off their products!

Rosemary Walton Client Services Director

Topman

Personalisation has become the norm in email marketing, with recipients’ names being used in the subject lines and body copy more and more frequently, making it harder to impress. This email felt really bespoke, from the subject line to the nail polishes with my initials engraved on the bottle – a great way of promoting Nails Inc’s personalised gift service!

Date: 11 December 2014Subject line: Go on, twinkle our bulbs...

Virgin Trains

Azania McFarlane Junior Account Executive

Date: 10 December 2014Subject line: Woof.

I love emails that are clutter free and get straight to the point, and this email from Boden does just that! There are no cross sell elements either which leaves the focus on the speedy delivery times. And, you really can’t go wrong with a Jack Russel ‘Sprout’ in a scarf!

Abi McSherryCopywriter

This cheeky subject line from Virgin Trains definitely got my attention with the emphasis on their new “arrive awesome” campaign line being big, bold and twinkly! Getting home for Christmas can be a bit of a nightmare so the witty reference to the classic Christmas song ‘Driving Home For Christmas’ encouraged people to ditch the traffic and arrive awesome with Virgin Trains!

Boden

Date: 10 December 2014Subject line: WIN prizes: our #WindowWonderland is open | Free Delivery

Accessorize

Jess Wood Account Executive

Date: 16 December 2014Subject line: Last chance for standard delivery by Christmas!

Natalie LoweSenior Account Manager

There’s nothing worse than putting a Christmas gift in your online basket and getting to the checkout only to realise it won’t arrive in time for Christmas! Victoria’s Secret really push the sense of urgency in this email, with the focus on the ‘last chance’ to order in time for Christmas in the subject line, HTML line, header panel and the first section of content. The simplicity of the messaging increases the sense of the urgency to order in time for Christmas.

I’m firmly on team Christmas in the office, so any email with glitter and snowflakes and a mention of Christmas preparations gets my attention straight away! Around December, my inbox was full to the brim with emails from retailers recommending Christmas gifts and winter must-haves, but I really liked how Accessorize broke this down into relevant festive categories. This makes the email easy to follow and helps create a more effective cross sell. The different CTAs in the Secret Santa section ‘Shop £5 and under’ and ‘Shop £10 and under’ are great as they take you right to where you want to be on the website.

Victoria’s Secret

Next

Date: 12 December 2014

Subject line: Shop for those who

love Christmas...

I really liked the idea for this email from Next – a quick Christmas gift guide. This was quite a product heavy email but the design meant that it was really easy to follow and it didn’t feel too cluttered. I loved the way the email was split into different categories of gifts as this helps with the flow of the email and made sure recipients could click through to exactly where they wanted to be on the website to browse for the perfect Christmas gift.

C ia teDate: 24 December 2014Subject line: Shh! Our 50% Sale is now on

Frankie MetzingerSenior Account

Executive

I loved the eye-catching design of this email. The unmissable calendar was a great way to show the sale dates and added to the sense of exclusivity to the secret subscriber sale days. The cross sell section was simple and concise showing a range of great, relevant gift products. The copy “We think you might like these Ciate products” adds to the sense of exclusivity and made me feel like the email was really tailored to me.

Steve White Strategy Director

Apple

Date: 19 December 2014

Subject line: There’s still time to

get great gifts from Apple.

Nick Holt Senior Art Iirector

ASOS

Date: 12 December 2014

Subject line: Up to 50% off

Christmas wins

This is a great responsive email from ASOS! The cross sell and CTA was clean and simple and worked well on both the desktop and mobile version. I really loved the animated gif in the ‘going out vs staying in’ section. Bunny slippers making their way across the product image is a fun and unique way of cross selling such opposite products.

Luci Salt Account Manager

The design of this email is classic Apple – clean, crisp and concise. As always, there is beautiful product imagery and a simple single minded CTA. Everyone is familiar with Apple’s branding and I find it difficult not to like. Mainly because they can do very little, and still get it so right.

Threadless

Date: 10 December 2014

Subject line: Bundle up – cold weather

styles on sale

This email from Threadless is great from an eye tracking perspective. The diagonal split of the top sections of the email ensures that your eye is drawn down the email linearly. Plus the sections of bold block colours are great and the CTAs really stand out.

Sophie Bardsley Account Executive

20 15Design Stuff

To find out how we can give your email marketing

the WOW factor, contact Steve

on [email protected] or call 0161 872 1361