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!

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Video gif hero

Get Your Video Moving

Do you have a video to share? As email retailers are painfully aware, videos can’t be embedded into emails. But don’t let that stop you from getting the next best thing. Converting part of your video into an animated gif has multiple clear advantages. Right off the bat, the motion is sure to grab your subscribers’ attention. Furthermore, showing part of the video will give them a better idea about what to expect by clicking. Not to mention that the teaser is a great way to leave them wanting more.

When going this route there are a few things to keep in mind.
1) Animated gifs don’t support audio, so choose a part of the video that works best without sound.
2) Select the section of the video that is most interesting. You can only show a few seconds, so make them count.
3) If your gif is playing on a loop, make sure there isn’t an awkward transition from the end of the video to when it replays.
4) Don’t forget your call to action. Make sure people know the video is clickable by adding a play button to the video itself or a button nearby.
5) File size. Try to keep your video around or under 1-megabyte if possible for quicker loading time.

From: LOFT
Date: 9/28/15
Subject Line: LOFT loves Busy Philipps
See it in motion

LOFT

Here is one example from LOFT. They chose a section of the video that contained the most humor and least amount of talking. They also added the play button to the center of the video throughout the gif. Both good calls. My only suggestion — I personally wish this video played on a loop. While reading or scrolling through the email, it’s easy to miss the beginning of the gif. Having it replay will ensure it gets viewed in it’s entirety.

From: Sephora Beauty Insider
Date: 9/23/15
Subject Line: The #1 beauty secret?
See it in motion

Sephora

Sephora also chose a section of video that was most interesting. They doubled up on their call-to-actions by having a “Watch the Video” link as well as a play button in the corner of the video. The more the better, I say. I also wish the videos looped in this email.

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