Emails that work

As we all experience every day, emails, particularly those viewed on a ‘phone – which is most of them – get read or not based on two things: brand affinity and the engagement factor. And whilst many of us are loyal to the brands we like, most emails are only read and then acted upon if they contain a clear message, easy to read copy, strong call-to-action, are succinct and use eye-catching and original imagery. But this is just the start. Our use of online, interactions with brands, exposure to thousands of marketing message across multiple channels and devices, increasingly short attention spans and reduced tolerance for generic old fashioned methods of selling products and services means even the most…

how MINI changed their emails

How MINI have changed their emails during a rebrand

MINI have been going through a rebranding process for a while now and it seems to be a phased approach happening gradually. It’s no surprise their emails have gone through some changes as well to mirror this transition, so I’m going to be focusing on one of their emails and the transition it has gone through in design over the last six months. The Rebrand The overarching change has been the rebrand, which seems to have moved on from the previous, bold, in-your-face, young and fun vibe to something a little more grown-up. I also know that, where all of the previous emails tended to fit the same format and layout, the new ones vary in style. They have developed…

Email Analysis: Campbell’s Kitchen

Welcome to the fifth instalment of my email analysis series! For this week’s review, I’ve picked out an email which landed in my inbox from the world famous Campbell Soup. You can see the full email here. First Impressions My first impressions of this email were very positive. I’m a big fan of the very understated design, using colours fantastically well to emphasise different areas of the email. I also love how they have used colours to clearly define different sections of the email. It also gets bonus points for being mobile optimised, adapting well to smaller devices. Layer by layer email analysis Now let’s break the email down section by section. Header The email starts fairly standardly with the…

Email Analysis: Manchester City FC

Welcome to the third instalment of my email analysis series! For this weeks review, I’ve picked out an email which was suggested on Twitter by Chris Goldson for analysis; a Manchester City post-match email. You can see the full email here. First Impressions My first impressions of this email were a mixed bag. Although the email uses some design techniques I’d consider a little out-dated such as borders around images and a gradient behind the navigation, the overall design looks nice. The email has a lot of plain text, rather than text as images and features a variety of different layout elements to form a post-match report. I’m also glad to report it is optimised for mobile devices! Layer by…

Email Analysis: Homebase

Welcome to the second instalment of my email analysis series! For this weeks review, I’ve picked out a Homebase email from my inbox. To view the full email click here. First Impressions My first impressions of this email were very good. I enjoy the Homebase colour scheme, the contrast of the orange and green works well for me. The email has a lot of plain text, rather than text as images and features a variety of different layout elements. I’m also glad to report it is optimised for mobile devices! Layer by Layer Now lets break the email down section-by-section. Header The header follows the usual pattern of having a View in browser link in the top right. It then…