Urban Outfitters Pumpkin Hero

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From: UrbanOutfitters.com
Date: 9/18/15
Subject Line: Click on the 🎃 to Shop Halloween →

Urban Oufitters

My first thought when I opened this email was, “What the— What’s going on?” The entire email is filled with pumpkins overlapping one another continuously in an animated gif. It didn’t take me long to find the instructions in the subject line: Click on the 🎃 to Shop Halloween →. Of course the pumpkins all say “Shop Halloween” as well, but they aren’t immediately apparent as clickable.

I liked the use of the pumpkin emoji in the subject line. The email is a unique idea and it definitely got my attention. However, I’m curious how successful the email campaign was. I have three immediate concerns: 1) lack of product imagery, 2) will the instructions in the subject line be overlooked? and 3) is this email too gimmicky? It brings me back to the days of flashing banners to get attention. Are we past that now or does this strategy still work? I’d love to hear your thoughts. Would you click on this email? Let us know what you think on our Code à la Mode Facebook page.

One other observation worth mentioning is that the pumpkins appear quite differently in various email platforms. Here are some screenshots to illustrate. If you’re planning on using a special character in your email or subject line, it might be worth checking out all the versions people will be seeing (email platforms and smart phones alike). You won’t be able to change how it looks, but it may influence your decision about using it all together. See more on special character rendering in subject lines from a previous post by Lyla here.

Gmail:
Gmail Pumpkin
Yahoo:
Yahoo Pumpkin
Hotmail:
Hotmail Pumpkin