Are you trying to create awareness of, or drive traffic to your online catalog? There’s an email for that! Sure, you can throw a graphic in your header or footer, but if that’s not cutting it for you, go for gusto with an animated hero! What better way to grab someone’s attention?! Here are three retailers that did just that.
Subject Line: Your Fall Lookbook Is Here! 👀
Michaels did a good job placing their message above the fold. They also included images of leaves which continue throughout the design, tying it all together nicely. However, it’s missing a call-to-action and the animation begins without mention of the catalog. If the viewer doesn’t take the time to watch the entire gif, they might miss the objective entirely. Our next email has a solution for this exact issue.
From: Mark and Graham
Subject Line: 20% Off Sitewide + Over 100 NEW Arrivals Starting at $29!
Mark and Graham placed their headline “View the New Online Fall Catalog” and CTA above the animation. This way, wherever you start watching the gif, you’ll know what it’s about and will always have a place to click-through. If I were to change something, I would remove the photo that’s next to the headline, allowing the title to take less space, moving everything up. The use of the picture and horizontal line also make it feel like 2 separate messages – I would like them to feel better integrated.
Subject Line: Your new Weekly Ad is here.
I saved the best for last. One noticeable difference that Target implemented: instead of flipping through the Weekly Ad, they animate the cover. I LOVE this! It brings the cover to life, making it fun and drawing your attention. You know they had to plan ahead to achieve this, and it pays off! They also fit their headline and call-to-action next to the animation, above the fold. I wouldn’t change a thing. Here are a few others they’ve done in the recent past.