Posts Tagged ‘email design examples’

There seem to be more and more highly designed, image heavy emails coming out, and the following emails make a stunning job of it. We are forming quite the collection of well-designed emails at this end and thought we would share some of our collection with you.

1: Fancy 


This email is from Fancy. It takes the concept of Pinterest, where it lets you find and like images of things you like, and takes it one step further, by linking to where you can actually buy the item instead of simply admiring it from your chair.

I have been on the site for a few months now, and every week they send me a stunning email, dressed top to bottom with rows of the most arty, delicious, affronting, and outstanding images and products I have seen anywhere. I love the design because they are such an image heavy site, and their email reflects this. It’s basically a series of rows of images, only broken by a minimal amount of copy. There is nothing to clutter the top of the email such as an intro/contents/links or any shiny buttons or call to actions. It’s clean and simple, and really we know they know that we are all here to see the images. It’s also so compelling because you can’t help but be drawn down to see the next image… and the next…. before you know it you are at the bottom clicking on their ‘check out what else is new’ link…

Click here or on the image to view the full email.


2: American Apparel

This month’s email example is a highly designed newsletter from American Apparel.

Why did it stand out?

It is very simple, with a clean, bold design and is very image heavy.

Visually, they have their call to action at the top right corner, which means people can click to see more and are not required to scroll.  All the images are the same size and all line up perfectly which both great design-wise, and the bold images and straight lines really appeal to the eye. Each image is also a call to action, taking the recipient to their campaign online. And I found that because the images take up the whole email, I found it was hard not to click on at least a couple of images. Also having a variety of bold images like that gives people a lot to look at and take in, and I found myself drawn to look at every image from top to bottom.

Copy wise, the heading is large, and self-explanatory, and it matches the bold simple nature of the email. The little bit of copy they do have is at the bottom; however I think it works for this email. It is also easily and quickly digestible, but it still manages to tell the reader about American Apparel, and about their campaign.

Click here or on the image to see the full version. And then tell us what do you like about this campaign!
I challenge you to find more visually compelling and outstanding image-heavy emails than these. Please, go ahead. If you find any, let me know.

I know we talk a lot about following best practice, about not having emails that are too long, and not sending image heavy emails, but sometimes it’s good to innovative to go against the rules and do something unique and truly creative. So we provide to you, the following two examples, as examples of how to break the rules in the right way.


This promo email for a new 14 story high water slide at Brazilian water park Beach Park is a prime example of this, and boy does it breaks all the rules. (Click on the image to see the full version of this email)

It weighs in at a hefty megabyte, and it’s 12,000 pixels high, so i’t s lonnnnnnnng and requires people to scroll a long way, and it’s 100% image based, but for this campaign it works. Because it is a unique campaign, a one off promo, for something really crazy and fun. Also it might have something to do with the fact that as you scroll down you get to experience going down a 14story high slide yourself first hand – a bit dizzying I must say. But I scrolled back up and went down the slide 2 more times, so it obviously did the trick!

For our second example it is a great email campaign that Chad White over at Retail Email Blog recently posted about. This campaign also breaks all the rules, but it does it in style, and as a result it really stands out from the crowd. (Click on the image below to see the full version of this email)



This Brooks Brothers email campaign features a huge stack of polo shirts, about 40 of them in fact, in every imaginable color, and presents this stack of shirts as a box set. It goes against the usual ‘best practice’ rules, but in breaking the rules it makes it point. It shows the variety of it’s products, it appeals with humor, and it compels people scroll right to the bottom of the ‘everlasting stack of Polo shirts’ which I found pretty entertaining.

There’s also a lesson here about the way we think everything needs to be above the fold. I have seen a few campaigns doing recently. Instead of packing the top area with call to actions, links, and big shiny buttons, it actually draws you in and compels you to scroll right to the bottom….where you find the call to action. Surprise!

So if you have a concept you want to get across, or just want to create an email that’s out of the box, look to the water slide email, and the polo shirt email, as outstanding examples of how to do it right.


Following on from our last post on the art of the Welcome, we’ve gathered some examples here for you to look at, comment on, learn from and copy for your own welcome email program.

Also check other posts here like “You are not alone – 2 campaigns we love, and why” and one from right back in 2008 “Welcome Warmly“.  In all, there are 22 months of blog posts here at Jericho’s GetSmart Blog to help your email marketing performance.

Welcome messages are so important. A survey published in MarketingSherpa’s Best Practices in Email Marketing Handbook found that:
– 54% of respondents stated that they open and read transactional messages “very often or always.”
– Only 21% of respondents reported opening and reading other opt-in email with the same frequency.
Out-take: The Welcome email is 150% more likely to be opened and read than your email newsletter.

We have underlined key areas of each Welcome email, and each thumbnail links to a larger version of the email image.  Also each company name below links to their website.  (As we have said before one of the best ways to improve your email marketing is to spy!)

Whether it’s the first time someone registers for your e-newsletter, the first time they walk into your showroom, or their first online purchase, first impressions can make a huge difference to whether the prospect is ‘in’ or ‘out’ of your ongoing eDM program – and with lifetime value measurements, your ongoing revenue!

Example 1: A basic email that covers what it needs to and major subscriber engagement – works so well because of the style, and copy, really.  I’ve written about that before, so I’ll just link to that – Welcome to US.

Example 2: Another basic looking email with a value-add which incentivised the registration, The Whisky Shop from Auckland nails a great Welcome on a low budget.

Example 3: – I wish we had this in New Zealand.  The shopping site where you can buy all your non-perishables, leaving you free to get your fresh supplies from your local markets.  The Welcome email includes clear calls to action to get started – the best place to do this is in the welcome email.  Could improve: They mention emails they will send that are related to your activity, but no mention of what else they will send or how frequently.

Example 4: An office favourite here, our design and production teams love the gentle designs and copy in the Anthropologie emails.  The Welcome describes the frequency and content of the emails, benefits first is always good.  They also invite you to help the emails arrive with an action of your own – add to your address book.

Example 5: An Welcome offer for your first purchase might be just what you are after.  If so, Old Navy is here to help with 20% off your first purchase.  They link to their family of brands, to their Social Media profiles, and offer T&C’s for the promo – BUT – no description of email frequency or content, and no way to share the email to our social network – missing out on the newly engaged readers propensity ot share right when they are most excited to meet you - a useful trick that is overlooked here.

Example 6: KNOW from Positively Wellington Tourism is a top quality e-newsletter that you should subscribe to.  The KNOW Welcome email is on the money in every way.  They set up the anticipation of frequency, describe the content type, remind you of the email address you used to register, invite you to follow and fan them, and link to key content areas with site-matching nav tabs - PLUS they invite you to share the email to your social networksinvite a friend to subscribe too, and they even link back to the subscribe page in case you forward this email – allowing a clear path to subscribe if the friend you forwarded it to wants to sign up too.    I can’t find a thing wrong with email, can you?  (Disclosure: KNOW is a client of our agency, Jericho).

Example 7: The Rachel Zoe website earns a special mention before we even examine the Welcome email.   That’s because as you’ll see if you visit the site, the home page is totally about the email registration.  It is unthinkable how many websites I find that force you to search to sign up for email.  The best email marketers (including the GAP family of sites) use the priority real estate of their home page to sell you to the sign up.  If you make money sending email (and you do if you do it right) then your number one goal should be to get the email address of your site visitor.  Sure you want them to look around, but if you get the email address you get the chance to make your case time and time again…  Next blog post = tricks to great subscription forms!  This Welcome email does a number of things right.  It welcomes warmly (she is ‘beyond excited’ to have you aboard).  She sets expectation of frequency, and content.  She covers the housekeeping with how to get the email delivered to you (‘imagine the disaster…’!), and tell your friends, and a nice obvious unsusbcribe too.

Example 8: Outstanding in the wrong way this welcome email misses the mark in almost every way.   Dull,  unengaging, confusing.  It was also sent in the small hours of the morning hours after I had subscribed.   This is a major Government department (the NZ equivalent of the IRS) and although we expect them to be a bit behind there is simply no excuse for emails like this leaving the building.  The newsletter it prefaces is a useful and important communication, let down by this welcome.  Check out the reply email address.  Not only am I unlikely to retain this email for future reference, as am I commanded to do, I am actually a little bit frightened of it!

We would like this to continue to grow into the best resource for welcome email examples on the blogosphere.  You can help!  Comment on these ones, and please send examples of emails you have recieved, good or bad, to us at

Writing great content about emarketing takes time, and the more people who read it the better, so please help us to grow – and read our other posts – we have lots of original articles here.  Link to our blog, tell your friends about the GetSmart blog and use the SHARE links below to post to Twitter, LinkedIn and Facebook.

Need a robust, experienced, trusted email marketing team on your side to help you get email design and delivery right, no matter where you are in the world?

Back in July I wrote a post about my birthday even though it wasn’t actually my birthday. You might remember it.  In fact I hope you do, because it offered a really simple, actionable tip for you.  Here it is again ‘Happy Birthday to meee’.

Well, now it really is my birthday so I thought I’d offer up myself as an experiment.  I’m on dozens, hundreds of databases around the world, and a great many have my date of birth.  Lots of them have quite a bit of my cash, as I have purchased things from them. And most have active email marketing programs.  A number of them tell me when it’s their birthday – and they ask me to get in on the action by spending money with them!

So I wonder how many of them will take the opportunity to make me feel known and appreciated, with a simple triggered Birthday email, and get themselves seen too as I post them here for you to see?

They have four days.  Tick, tick, tick…

Watch this space.

As you know, Email, Facebook and Twitter are what everyone is doing  online right now.  See this post about the state of social media in New Zealand.  And, the role of marketing is to increase the consumers’ propensity to buy something from you.

So, how do the most popular online activities influence the likelihood that you will sell something?

Recent market reports (linked below) show that consumers who engage with you on Email and Twitter are more likely to buy from you than those who don’t.

As you can see from the graph here, although the Twitter user is more likely to ‘agree’, the balance at neutral is the same.  So if we assume that neutral means they are more or less likely to buy, we’ll call them equal.   The influence of Facebook drags behind a little.

One reason for that difference might be that when someone makes you a Facebook ‘fan’ or ‘friend’, they are already likely to buy from you.  Hence the act of being a fan doesn’t INCREASE their likelihood to buy.

So whilst email and Twitter are equal, Twitter is still a tiny minority of consumers – especially b2c ones (approx 6%) … so clearly email is still your best bet for developing relationships that lead to sales.

As you’ve seen in earlier posts, Jericho is talking with many of our clients about the place that share with your network (SWYN) has in the email campaign. Many of these clients, and wider business in general, have not implemented an active social media strategy yet – no bustling Facebook pages, no Twitter account, and sometimes a blog that’s mostly dead! For these clients especially, as well as making it easy for your customers share their favourite bits of your campaigns, SWYN is a great way to use social media without having to have your own company pages.

In good email, like all direct marketing, it’s important to think about your aims and make sure you have a clear message with the right calls to action, in each communication. You have to balance that with the ‘real estate’ available in your email too of course. Do you use the premium areas for ‘friending’ or for selling?

Friend get friend is still a great strategy. It’s aims are different – it is asking people to recommend others who should be a part of your email marketing communications database(s). As you know continually growing your email database is critical as the list naturally ‘churns’ over time, and as the email channel is much more powerful in terms of getting ‘permission’ to talk to as many people as possible is critical! One thing that is showing up loud and clear is that subscribers need to be bribed or rewarded quite a lot to bother to ‘share’ invites, and rewarding the invitees equally, is important too.

It also needs to be balanced with the legal ‘grey area’ around refer a friend or friend get friend read more including our most popular post ever, on that here.

As I said, Email, Facebook and Twitter offer unique strengths to marketers and consumers alike.

There has been a lot of great research recently on how each channel affects the recipients propensity to purchase:

How Effective Is Sharing via Email vs. Social Media?
Users still sharing by email
Fans, Followers or Subscribers – how do you meet their needs?

One thing is for sure that this is a dynamic area and it’s a moving target requiring part a lot art, part a ton science!

To read our weekly blog posts for the most comprehensive posts on emarketing, and email marketing in New Zealand, click the JERICHO logo at the top of the post here, and pick through the menu on the right hand side, or use the Search box.

In the latest MarketingSherpa Email Marketing Benchmark Report (2010), a survey of email recipients found that only 33% have images turned on by default. That means that 67% – or two-thirds of recipients – don’t.

This is a Jericho client – Mitsubishi NZ – showing how to do email right.  With a mix of images and text balanced so that it allows the email to make sense even if your recipient is in an environment that supresses images by default.  In a corporate environment that’s quite common, as we talked about in this earlier post.

The email on the left here is as it was intended to be viewed and on the right we show it with images ‘off’.

The headline, all links and calls to action, as well as key instructions are clearly visible.

Compare this beautiful campaign to the ‘blanks’ we showed there!  (By the way House of Travel keep on doing the same thing each time they send an email…)

One thing that is on its way to counter that is that the tablets will change the way people interact with your email.

We wrote recently about whether your email is ‘touchable’.   By that we mean that readers on iPhones and iPad for now, and other tablets to come, will be searching for links they can poke their finger at - so your calls-to-action need to be bigger and intuitively they will click on images expecting them to link to content.

Email marketing and iPads and other tablet devices is going to become more ubiquitous and then it will let us have a lot of fun with email campaigns.

Hooray! We can hardly wait for everyone to have iPads – I love mine so much that I’m happy to recommend you request one for Christmas over any other option for a gift.

Then we can keep up our work with clients to make more beautiful emails than ever…

To read our weekly blog posts for the most comprehensive posts on emarketing, and email marketing in New Zealand, click the JERICHO logo at the top of the post here, and pick through the menu on the right hand side, or use the Search box.

Need a robust, experienced, trusted email marketing team on your side to help you get email design and delivery right, no matter where you are in the world?

Do you love this?

Emma, one of Jericho’s fab designers says:

“I love it because Frankie – an edge-of-culture magazine – always makes me feel like I’m on the ‘in’ with links to things I have never seen before. The content is quite simple but leads me further into a network of incredible talent – illustrators, designers, fashion types etc – that I can never know enough about. I’m constantly hunting for inspiration from those in all types of creative and media fields, often I post about it on my blog when I find something truly inspiring –

“I know that some of the content is probably advertising but it doesn’t feel like it. It feels like Frankie (the people) actually honestly endorse what they are talking about and care about telling you about it too. They’re in the know, on the in. And they’re reminding me that I can be too – well, a little.”

Here it is – what do you think?  Or go to Frankie and sign up for a while and see how they play the making friends with email game (you might recall how we wrote all about ‘Spying’ in an earlier post).

Or, if you like, send me one you love, and why, to

Today’s inbox delivered – Hallensteins and House of Travel

Mens clothing store Hallensteins today used a big image to get their point across about an important day for them – Father’s Day.  Shame we had images set to off.  This is what I saw.  More, and tips on how to avoid this follow below:

Avoid this mistake by:

  1. Balance images and text.  This will help your email to get delivered, and to look good when it arrives.
  2. Use preheader and header text to describe what’s in the email and why I should open it.
  3. Use alt text so your images at least have a name.
  4. See our previous post about images off.

Then, just as this post was going live, in came House of Travel’s new Mix’n'Match campaign with even the UNSUBSCRIBE link an image, and no identifiable contact details – at worst very poor practice and probably illegal. Every single thing is one image, even the top pre-header text.

This is how it looked with images on:

Compare this one from Metservice (sign up – it’s great – at ), with images turned off it’s a pleasure to read, and all of the forecasts that follow are readable, useful, and sharable.

Questions? Comments?  Ask our design experts by commenting below.