Superbowl Mobile App Hero

Super Bowl Stunner

From: American Eagle Outfitters
Date: 2/07/16
Subject Line: Time for kickoff: 20% off your purchase on the app!

American Eagle Outfitters

I received many football-themed emails the day of the big game, but this one is my favorite. AEO uses this email to promote their new mobile app. They offer a 20% discount for shopping on the app, beginning Super Bowl Sunday. The copy is clever, incorporating football lingo throughout the email. Here are a few examples: the app-time show, fumble-free shopping, and no penalties for excessive celebration. The copy is also a good length for scanning. I <3 the design. It has great movement which is made possible with angled products, negative space, and sketches that resemble a football playbook. I love the size and placement of the imagery. Even the color selection is a plus, providing nice contrast; the dark textured background really makes the white text pop. They find unique ways to incorporate screenshots of the new app into the design without it getting boring.

They followed up the next day with the same email, but updated a few portions of copy:

  • Subject Line: INSTANT REPLAY: 20% off ends today!
  • Headline: We’re Goin’ to Overtime
  • Preheader: Your closet FTW!

Overall, this email gets an A+ for originality and execution.

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UncommonGoods

Uncommonly Good

During the holiday season, one thing retailers can count on is customer unpredictability. Shoppers are no longer buying for themselves, but for everyone else. No amount of data collected over the year can anticipate what type of product your customer’s Aunt Margret will want. One strategy to overcoming this obstacle is sending a “shop by person” email. Rather than focusing on the product, these emails aid in narrowing the search by focusing on the TYPE of person you are shopping for. It’s easy for this genre of email to fall short on originality and interest. However, UncommonGoods delivered two outstanding examples this season. The designs are festive and fun. The categories are specific, cover a variety of personalities, and are (surprisingly) original/varied between the two emails.

From: UncommonGoods
Date: 12/19/15
Subject Line: But Actually, This is the Cutest

Uncommonly Good Hero

This email does such a great job of capturing the feeling of a classic claymation movie. The email scene is set with paper clouds dangling from strings, carefully chosen fonts and a little world of objects and characters made entirely of clay. Even the star atop the tree twinkles in an animated gif. The setting fills the email, tying everything together. The categories themselves are circles of varied size and placement, creating flow and interest. The addition of colored drop-shadows adds dimension. They even include a link to a video, bringing the characters to life with music. Just in case the previous category options didn’t cover everything, they finish the email with a few general gift ideas, an option to shop by price, and a link to sale items.

From: UncommonGoods
Date: 12/16/15
Subject Line: Your List Comes Alive!

UncommonGoods

The headline of this one grabbed my attention right away. The quickly recognizable lyrics instantly put the song in your head as you read them. I like that it’s a lyric not often seen used (like fa la la la la for example). The design is made up of hand-drawings of the “person of interest” in a holiday setting. Everything flows well, again breaking away from the grid. The placement of the text, how one image interacts with another, and the use of pointing cues all contribute to the movement. Again, they finish the email with additional options by including links to general products and new arrivals.

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