We are always looking for good examples of technique, design and marketing are connected into a catchy email. Because even for email marketing, your story should be relevant, but should also be appealing. In this example, clothing is packed with a fun twist.
1 Here the theme of the email is already being introduced. The suitcase will form the thread of the story. So we start with this item and link it already with the corresponding discount. Although we do this textual, there is also a visual component. The discount rate is not only supersized,, but the message that it is an “extra” discount is written in super thick letters. Visually, that stands out even more than the discount offered.
2 Of course there are some conditions. Usually the small print is placed at the bottom of the email. Because they could perhaps keep the customers from buying. Not here, because they actually have a promotional function. The first makes it clear that there is a deadline. Hurry up, otherwise this beautiful offer will expire. An impulse which has been demonstrated to work. The second tells customers that they can safely start shopping. The discount will only be visible at checkout.
3 Here the theme of the suitcase is fully being exploited. With an “animated gif” (see bottom of this post) they bring movement into the e-mail. The speed of the animation is tempered to not disturb too hard. Slowly but surely we are seeing the suitcase filling itself with garments. And that over and over again. It makes you want to go pack your own suitcase.
4 You can, of course, simply draw a line between the content blocks of your email. But you can also solve it another way. The line has been replaced twice by a duo of atmospheric photos. In the center of that image is a model, with the suitcase. Talk about storytelling!
5 Here we land on the body of the story. The clothing from the animated gif returns. But in three thematic settings. Festival clothing is other clothing than those for sunny conditions or for an urban environment. If you look closely, you will recognize the clothes that have already been used in the animation. The story is retold in a split form. Please make sure to look at the call to action. The large button does not say directly that you should buy. No, the reader will see a trend report. In the underlying landing page they grouped all products thematically in the form of a trend. It probably creates more incentive to buy.
6 After the second separation line in the form of a duofoto, follows the end of the story in the form of a summary. But again, that one picture tells more than a thousand words. The young lady is ready to go. Another form of dynamism. On the left, the deadline and the offer are put in the spotlight once more. This last CTA however does contain ‘salesy’ text. With an arrow to suggest movement. That points towards the lady who looks you straight in the eye. Just like all the ladies in the email. All to make you even more charmed and urged to take action…
