The debating is over and the judging complete. It’s time to reveal our favorite emails of 2011. As the year draws to a close, we thought we’d have a bit of fun here at Alchemy Worx. And in our world, evaluating email creative counts as fun (sad, we know!). So here are 4 emails that blew us away this year, and the reasons why we love them. Reckon you’ve spotted a better one? Don’t keep it to yourself. Forward it to us, and remember to tell us why you like it. Submit your favorites here.
Best Newsletter Creative
Winner: notonthehighstreet.com
Why we chose it
The bold yet understated imagery is a great embodiment of the brand, while a creative use of typography and new images each week maintains a fresh feel to this regular mailing. The magazine styling only adds to the email’s sumptuous appeal. It’s also a great example of email best practice, effectively addressing the crucial Who, What and Why questions.
Why it’s great
Uses clear branding for the company and content. Couples the ‘wedding’ message with the brand logo (both displayed in the top-left corner to where the eye is first drawn) making it easy for subscribers to decide whether they want to interact.
The first section features two clear CTAs to visit the store and to forward to ‘someone getting married’. These CTAs continue throughout the mailing, reminding recipients what they’re being asked to do. The ‘Buy’ icons act as effective secondary CTAs, drawing the eye to specific products.
Strong imagery is used to great effect to generate interest and desire across a wide range of wedding-related products. Plus separate sections highlight services not immediately associated with the brand, like gift lists. The creative team goes beyond the formulaic display of social media icons to incentivize interaction, such as ‘weekly updates’.
Best Single-Proposition Creative
Winner: Mulberry
Why we chose it
We wouldn’t normally recommend removing your navbar from the email header. But in this instance, the use of a simple logo gives the email an elegant look and feel, and reinforces the main CTA. Beautifully stylized typography hints at great care and effort, while the simple colour palette keeps the focus on content and generates strong copy standout. And rather than repeat the same CTA, each one invites you to experience a different aspect of Mulberry’s London Fashion Week. Personalized language and simple delivery convey the feeling of an exclusive invite, particularly the way messages are contained in intimate speech bubbles. The whole thing feels like you’re overhearing a secret conversation.
Why it’s great
Placed front and center, the Mulberry logo makes it easy for recipients to quickly identify the sender. The oversized header font also clearly highlights the mailing’s topic.
The colour and shape of CTAs ensure stand out, while underlined words make it easy for skim readers. The use of HTML for all links and header copy delivers the message even when images are turned off in the email client.
Fashion mailings typically benefit from the inclusion of photography. Yet it’s the lack of images that makes this mailing stand out, giving recipients just enough reason to click through by teasing the fun aspects of the show and playing on Mulberry’s ‘Fantastic Mr. Fox/English countryside’ motifs.
Best Festive Concept
Winner: Boden
Why we chose it
The animated GIF is back in 2011, and it’s bigger than ever! This email from online catalogue company Boden shows why. Animated lights are used to eye-catching effect. This clever device also complements the gently humorous headline. A prominent CTA features high up the message to aid navigation, and benefits from great standout against the red. The email is rounded off with the use of further animation around the central CTA, and even the snippet is used to convey the core message – great for reading on a mobile.
Why it’s great
Both the Boden branding and the Christmas content are clearly identifiable as soon as this mailing is opened.
Clear CTA directs subscribers to Boden’s specially-themed Christmas Shop.
The prominent offer uses colour (or lack of it) to enhance standout. The bottom banner makes it easy for subscribers to retrieve their offer, and reinforces the value of being a subscriber to Boden emails while incentivizing click-throughs.
Best Use of Data
Winner: LinkedIn
Why we chose it
The design is beautifully simple, the messaging clear. But it’s the clever use of personal data that swung it for us. Many marketers are guilty of over-analyzing their customer data, or being too clever in the way they use it. Here, LinkedIn get it just right. They prove how a few simple touches can be highly effective in drawing recipients into your messages. Going beyond the formulaic use of first-name data, the email features recent information about your LinkedIn activity, and entices you to find out more about your contacts by updating you on their news. The use of member images is arresting, and effectively conveys the community dimension of the professional networking site.
Why it’s great
The LinkedIn logo and introductory copy make it easy for recipients to see who the mailing is from. Subscribers will recognize some of the photos of their connections on LinkedIn, reinforcing this connection.
There are multiple CTAs to view user’s profiles, supported by an explanatory note above the images and a final reminder to update your own profile in the footer.
The personal dimension, delivered by images of real connections, is a very compelling reason to interact with this mailing.
Last updated: Oct 17, 2016 admin
