Bath & Body Works hero

An Email Worth Scrolling For

From: Bath & Body Works
Date: 2/01/20
Subject Line: 💘 your Valentine’s Day gift guide 💘
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Bath & Body Works Email

Every now and then I get an email that makes me jealous, as a designer. Today was one of those days.

According to a study done in 2019, the majority of emails are opened on a mobile device (roughly 42% mobile, 40% webmail clients and 18% desktop). Viewing on a smaller screen forces you to scroll more than on a desktop. Therefore, it’s important to create designs that entice you to reach the bottom.

Bath & Body Works Phone Scroll

When you look at this email as a single image, it really isn’t as impressive as seeing it scrolling. Bath & Body Works was able to create one long vertical image that SEAMLESSLY incorporates multiple products — while also creating flow, balance, and dimension. I find myself dissecting the image, looking for any seam or a misplaced shadow, but I can’t find one. It’s amazing work. They also add interest by including an animated gif in the header (the candle flickers).

Bath & Body Works animation

The only missed opportunity is the lack of call-to-actions. Bath & Body Works does include a link at the top and bottom of the “scroll area” to SHOP GIFTS. (I appreciate the CTA at the bottom, BTW!) However, the products within the scroll are missing these. The long image is broken into multiple pieces to allow for multiple links (room fragrances and 2 new scents), but all sections link to the same landing page (Gifts for Her).

This design, graphically, is nothing short of inspiring!

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Product Bigger Hero

Make My Products BIGGER

You may recall the satire video “Make My Logo BIGGER!!!” which jabbed at companies constantly wanting to make their logos, well, larger. These emails from Crate and Barrel are my take on “Make My Products BIGGER.” But, actually, it works. In fact, I’m kind of in love with them. The size of the products really make them stand out and show a lot of detail. Some products are partially shown, some are at angles, and some overlap — all great techniques to make these layouts interesting to look at and create nice flow. So, go ahead. Make those products bigger!

From: Crate and Barrel
Date: 9/28/15
Subject Line: What you need to host a festive Halloween.

Crate and Barrel

From: Crate and Barrel
Date: 9/07/15
Subject Line: Fireside chat.

Create and Barrel

From: Crate and Barrel
Date: 8/16/15
Subject Line: Our favorite fall living room look.

Crate and Barrel

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Design Flow Hero

Creating Flow from Chaos

When you’re tasked to fit A LOT of products in an email, it’s tough to find a layout that will flow, draw interest and won’t overwhelm. Here are two design styles that I think pull it off quite nicely.

Solution #1: Staggered Image Grids
Works well with: Environmental Photography

I’m really drawn to this popular layout. Breaking away from the traditional grid, the staggered effect really draws your eye through the images and down the page. It has minimal text so it scans easily.

From: Rejuvenation
Date: 8/12/15
Subject Line: Looking to update your bath? Start here with Free Shipping!

Rejuvenation

From: Pottery Barn Kids
Date: 8/12/15
Subject Line: POW! Save on our Super Hero Collection

Potterybarn Kids

From: Anthropologie
Date: 8/16/15
Subject Line: It’s your move (our move: free ship).

Anthropologie

From: Crate and Barrel
Date: 8/01/15
Subject Line: Last chance to save on outdoor furniture.

Crate and Barrel

From: Aéropostale
Date: 8/05/15
Subject Line: Online Sneak Peek: Employee Discount Sale!

Aero

Solution #2: Diagonal Lines
For use with: Product Cutouts

This design method uses graphics in addition to product photography to create flow.

From: The Children’s Place
Date: 8/05/15
Subject Line: Up to 55% Off All Uniforms + Get Back to School Essentials Starting at $2.99 + Extra 25% Off Savings Pass!

The Children's Place

From: Ulta Beauty
Date: 8/13/15
Subject Line: Who’s Getting a Gift? (Hint: It’s You)

Ulta

From: NORDSTROM RACK
Date: 7/29/15
Subject Line: Summer Denim: 7 For All Mankind, HUDSON & more

NORDSTROM RACK

 

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