I love how these emails tell a vertical story. The thought/sentence begins at the top of the email and continues as you scroll down. They use minimal word groupings to make it quick and easy to scan. This concept is sure to keep you scrolling all the way to the bottom. So which email pulled it off better? Check out my thoughts below.
Subject Line: Fri, Sat, Sun & 20% OFF.
The drop shadows on the products add nice dimension. Normally I love a strong hero but in this case it sort of feels disconnected from the story. (Especially with the large headline that appears below it.) I would suggest starting the first cut out overlapping the hero. Either that or use a method like an arrow or an alternative graphic to tie it all together. The landing page links work as expected — each product links to a page for that category, beginning with the product featured in the email.
From: Banana Republic
Subject Line: Spice things up (with accessories!)
Both emails did a good job placing a call-to-action above the fold. However, Banana-Republic one-up’d Anthropologie by placing an additional button at the bottom of the email. Their call-to-action also stands out more. I love how the color of the products and the title bring everything together. The growing words really add interest to make you want to scroll to the end. Banana Republic scores one again by not only adding drop shadows to their products, but also angling them. They went with a different approach with their links. Instead of having separate product links, all of the products link to the same page. This page contains everything featured in the email. Personally, I prefer Anthropologie’s landing page approach more.
So IMHO, the winner of this round is (drum roll, please) … Banana Republic. My challenge to you: Take the vertical story idea, improve upon it, and make it your own! I would love to see Land of Nod (or any children’s brand) use the vertical story concept with a cute children’s book theme.