Sur La Table Recipe Email Hero

Now THIS is How You Sell a Product

From: Sur La Table
Date: 7/17/16
Subject Line: This Week’s Recipe—Shrimp and Pineapple Curry

From: Sur La Table
Date: 7/24/16
Subject Line: This Week’s Recipe: Barbecued Corn & Tomato Salad

Sur La Table Pineapple Email    Sur La Table Corn Email

I ADORE these recipe emails from Sur La Table! These are great examples of how to feature a product in a way that can appeal to anyone. They’re packed with information including a recipe, product, tip and trivia — but despite all the content, they are fun and don’t feel overwhelming. The gorgeous recipe hero image is eye catching and includes a large call to action above the fold. Right from the start this email has added value by giving you something for free without trying to sales pitch you out the door. The well implemented left-to-right flow and wonderful use of negative space draws your eyes to the next section where you see the product that was used to make the recipe. A video is included in both emails to illustrate how easy the product is to use. There are so many graphic design choices that really add interest, including: textured headline backgrounds that POP, drop shadows on products, boxes with dotted borders, overlapping imagery, various arrows to lead the eye, colored drop shadows and the headline flourish in the trivia section. I ❤❤❤ these emails! Nice job, Sur La Table!

Read More

Forever 21

A Design FIT for Greatness

From: Forever 21
Date: 2/05/16
Subject Line: A (F)IT Girl: Tips From SELF Magazine

Forever 21

There’s a lot to like about this gem from Forever 21. The clothing retailer steps up their game by making the email all about the workout. They offer 3 muscle-building moves to add to your routine. Each move is paired with an image of a model in fitness attire that can be purchased. The design is inspiring with many positive takeaways.

Let’s count the things I love about it:
1) Flow. I love the line that draws your eye down the page from the very beginning. The movement continues by use of staggered imagery and text placement.
2) Scanability. The bold and concise headlines make it quick and easy to read.
3) Organization. The large pink numbers provide nice separation between sections. They keep the email from becoming a jumbled mess with no end in sight.
4) Style. The editorial type layout resembles that of a magazine (after all the subject line says the tips come from SELF magazine).
5) Depth. The overlapping imagery in varying sizes adds interest to the design.
6) Theme. The variety of image types include products, exercise equipment, and motivational signs. The image mix adds to the feel of the email so it doesn’t look product driven.
7) Details. The careful attention to alignment gives the design a finished feel. For example: In the first section the number 1, the title and the copy box are all top-aligned. In the next section the vertical lines align with the title and the copy block.

As much as I adore this email, there are a few things I would change:
1) Clearer Instructions. I would have liked to see images or illustrations of the steps for each routine. Sometimes it’s difficult to understand in words; plus, images are so much quicker to scan. If there’s not a good way to work them into the design, a link to a landing page could work.
2) The CTA. I have a few gripes on this one. There is only one call to action for the primary message, and it’s placed at the very bottom. I would have liked to see product names as links throughout the design, as well as a general button above the fold. The CTA wording is also lack luster and unclear: “Shop Now.” I would assume this would take me to fitness clothing, which it does… but then the next section says “Shop Activewear” which goes to a different landing page. So I’m left wondering what the difference is between these sections.
3) Last, I have a small copy suggestion. In the right column of the opening paragraph, it bothers me that it begins with a number. I would have rearranged copy, added words, or spelled out eighteen to make sure that didn’t happen. The length of that line compared to the others also doesn’t settle well with me. It wouldn’t be so bad anywhere else, but it doesn’t work well in the first line of a column. Nit-picky, but that’s my 2 cents.

Overall, I love this email. Nicely done!

Read More

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.

Read More

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.

Read More

November Design Inspiration Hero

Design Inspiration of the Month

The holiday season is here! Are you in need of some fresh design ideas? Break out of that template and make your emails stand out. Here are some cool designs that hit my inbox this month.

GEOMETRIC IMAGE GRID
I just love this image layout! Cutting images into diamonds and triangles and forming them into a geometric shapes… Just so much yes. Creative. Stunning. More of this please!

From: American Eagle Outfitters
Date: 11/22/15
Subject Line: BOGO 50% off the sweaters (& everything else) you need now.
See the email

American Eagle Outfitters

From: GUESS
Date: 11/23/15
Subject Line: Online Now: Up to 50% Off + Free Shipping
See the email

GUESS

TINY PEOPLE
Neiman Marcus first sent an email with animated little people painting the border around the email. So clever and cute — as if they were setting the scene for the beginning of the holiday season. Then, a couple weeks later, I received another email with the return of some tiny people. This time they were sort of photobombing the scene (as was the product). It gives the image a little something special to grab your attention.

From: Neiman Marcus
Date: 11/05/15
Subject Line: The Love to Give Collection is here!
See the email

Neiman MarcusNeiman Marcus

From: Neiman Marcus
Date: 11/18/15
Subject Line: Triple Point Event + Our exclusive gifts!
See the email

Neiman Marcus

RIBBON ACCENTS
Sephora sent an email using red ribbon for a little holiday accent and a pop of color. It’s a classy (and holiday neutral) graphic choice that I love. It’s reminiscent of another email they sent back in September with gold ribbon weaving throughout the products and design. The ribbon adds flow, dimension and a little fun to the email.

From: Sephora Beauty Insider
Date: 11/21/15
Subject Line: 12 party-perfect samples, 1 festive bag
See the email

Sephora

From: Sephora Beauty Insider
Date: 9/15/15
Subject Line: They’re here
See the email

Sephora

WRAPPED PRODUCTS
I really like how Michaels added bows and tags onto their products. It’s a great way to make an ordinary item feel more in the spirit of the holiday season. It also takes less imagination to consider the products as being gift worthy.

From: Michaels
Date: 11/18/15
Subject Line: The Latest Creative Tech Tools – Now on Sale!
See the email

Michaels

Read More