W OW Book

2012

Email Mini

T h e E m a i l m i n i Wow B o ok C h r i s t m a s 20 1 2

C h r is t m a s

Content s
H owi e s

Christmas is a time for giving. For some that may come in the form of a gesture of good will, for others it might be a thoughtful present. But here at Red C we thought wed share a bit of inspiration with you instead... Get ready for the NEW Christmas Email Mini Wow Book! A fabulous selection of festive emails weve collected that cut through the inbox clutter thanks to their head-turning subject lines, standout designs and enticing calls to action. Hopefully, like us, these emails will make you say WOW, give you some insight into what the competition is doing and even bring you a few extra ideas on how to take your own email marketing strategy forward.

Boden

R u by E d

J o e B r own s

Boden

J a c k Wi l l s

On t he B eac h

A m a zo n

Office

H ow i e s

Moonpig

Man City

Enjoy!
Steve White Strategy Director

Coca-Cola

Smiths

Bonprix

Shuh

Lake l a n d

Suttons Seed s

U rban Outf itte rs

Howies
Date: 29 November 2012 Subject line: 50 Prezzies for under 50

Joe Browns
mb Date: 21 Nove as ance for Christm ch st La : e lin t ec bj Su kend queues! delivery. Avoid th e wee er 2012

There is a casual almost flippant manner to how Howies present themselves that endears me to the brand. Just take a look at this email for example and its hand drawn look and feel. Not only is the design eye-catching, it has a casualness about it that makes me feel like theyre not being overly pushy with the sale. That same relaxed Howies attitude is reinforced in the copy too. The headline offering in this email is 50 prezzies better than socks; Howies make a joke when presenting their offer rather than using a blunt sales message. For me, that relaxed tone makes me want to spend a little bit more time with the brand and keeps me curious and open minded about what theyre selling.

I wouldnt say this email was particularly pretty, but what makes it standout for me is its canny use of space. Without the need to scroll down the email, your eye first catches a strong offering thats tied to Christmas thanks to its supporting visual. Below that theres not one but six product samples that you can click through and order. And, perhaps most impressive of all, the email finishes with a large and personalised share button that grabs your attention despite the busy nature of the email. Theres a heck of a lot going on in a very small space, yet you never feel lost or unsure when navigating through its offers and thats no easy feat. Impressive indeed.

Natalie Kinsey Senior Account Executive

Nick Cliffe Senior Art Director

Boden
Date: 16 November 2012 Subject line: 25% off* plus Free Delivery

on stocking fillers for all the family

You dont have to say very much when youre able to present your products as beautifully as this. All in all this email showcases 21 stocking fillers that all burst from the screen and draw your eye. Plus, the subtle use of Christmas lights and decorations pays homage to the festive season so much more stylishly than any other piece of design Ive seen this year. Not that Im surprised by that, its Boden after all!

Amy Estcourt anager Senior Account M

On the beach
Date: 1 January 2013 Subject line: New Year Sale - Up to 30% off

Office
Date: 01 January 2013 to 60% off! Subject line: SALE, now up

selected hotels before Janaury 31st 2013

At first glance this looks like a standard sales email, but look a little closer and youll see something that youve probably never seen before I certainly hadnt anyway! A Facebook link appears on the top nav that takes you through to On The Beachs Facebook page. Such a strong push to the social media site reflects how important an advertising tool Facebook has become for many businesses. The email even finishes with a call to action to like On The Beachs Facebook page and drops in a tempting prize draw to give you a little push. Yes its bold and I for one admire this brands approach. And Im willing to bet theyll be a few other companies in 2013 that will follow suit, but I for one wont forget who I saw do it first. Kudos On The Beach, hopefully youll reap the rewards of your daring approach to email marketing.

Strong sales message? Check. Links to products? Check. Top brands? Check. Eight cute buttons that showcase social media and other interactive tools? Check! This email by Office may look understated, but it actually manages to get in a fab offer and plenty of links that help you obtain it with minimal fuss. The copy is trimmed right down and clever icons are used wherever possible to communicate whats available without the need for extra copy, and it works a treat. Yes, this email may be minimal in its design. Yes, it may only take a few seconds to read. But there are still loads of links and sales messages here and thats what makes it such a clever bit of email marketing.

Stuart Cla rk Senior Copywriter

Surakshitha agadeesh J Account Manager

Moonpig
Date: 1 January 2013 Subject line: Appy New Year Steve

Coca -Cola
Date: 19 December 2012 Subject line: Festive drinks offer for drivers!

Plus, win a VAIO laptop and desktop duo, and more prize draws youll love

One offering and lots of reasons to buy it its the ideal formula when creating a strong sales message and Moonpig nail it with this smartphone app promotion. The headline uses the theme of New Year to cleverly turn this email into a timely offer. Disguised as New Year resolutions, four reasons to buy the app are then given along with supporting copy to persuade the reader into a purchase. Its not rocket science, additional benefits are more likely to push the reader into a sale. And thats especially true when its neatly packaged around a particular time and occasion as this email does so well.

Christmas is a time to relax and catch up with old friends, thats why pubs throughout the country are always packed at this time of year. However, somewhere in every one of these crowded bars are a handful of designated drivers who sadly arent able to enjoy a festive tipple. So Coke have cleverly singled out these drivers and brought them a reason to smile this Christmas a buy one get one free offer on coca-cola products in selected pubs! Its a thoughtful offer that drivers all over the country would have raised their glasses to over the festive season.

Katie Atkinson Account Manager

Sonya Green wood Art Director

out more information If you would like to find Steve White about eyetracking, email ng.com or at swhite@redcmarketi to arrange your call on 0161 872 1361 eyetracking study

bon prix
Date: 30 December 2012 Subject line: Four New Years style resolu-

Lake l a n d
Date: 30 December 2012 Subject line: The Lakeland sale continues -

tions your wardrobe will love!

Hurry, limited stocks

As soon as we start the New Year, I think one thing: new wardrobe! And Bon Prix didnt waste any time in assisting me when they sent this pretty email on the first day of January talk about being on the ball! Dressed as New Year resolutions, they gave me some handy style advice; from wearing more colourful lingerie to giving shoes I dont wear to charity. All great ideas I was inspired to use and already have done after only being a few weeks into the New Year.

Just how youd imagine a Lakeland inspired kitchen this email design is uncluttered, welcoming and attractive. This is largely down to its distinct use of illustration, which not only draws your eye but also communicates the range of products that are available. Navigating through the email feels effortless, as even its secondary messages are clearly grouped in boxes so that you can process every message in seconds.

Sophie Bennett Account Manager

T om Mitton Senior Account Executive

Urban Outfitters
ce Date: 30 De style, yall! d n a s e n u t NYE Subject line: als... LE Plus, mad SA ste mber 2012

Boden
Date: 24 December 2012 Subject line: A Christmas message from us to

you

Now I dont claim to be all street, but I do love the casual style of Urban Outfitters. Their subject lines are always a breath of fresh air when they arrive in my inbox. Look at this gem for example, NYE tunes and style, yall! Plus, mad SALE steals... now thats a line that will grab your attention! Like their clothes, Urban Outfitters tone of voice makes their brand stand apart from most other fashion labels, and that makes them interesting enough for me to always want to read what they have to say. And what did Urban Outfitters have to say in this particular email? Their main offering had nothing to do with selling me new clothes; instead they gave me some great playlist suggestions to make sure my Christmas party would be a blast. Now how cool is that?

On Christmas Eve, its unlikely youre going to be enthusiastic about receiving a sales email. Youre ready to unwind after weeks of Christmas shopping and enjoy the big day ahead. So, as much as I love Boden, when I received this email I wasnt all that enthusiastic about opening it at first. But then I read the subject line, A Christmas message from us and I was intrigued enough to find out what they had to say. I opened the email and found there was no sales messages or clothes to shop; instead I was treated to a lovely Christmas poem from all at Boden House. Just when I thought I couldnt admire Boden any more, they send this what a lovely gesture at the perfect time of year!

Andy Campbell Copywriter

n La ra Morto r Art Directo

Ruby Ed
ce cool tools Date: 09 De n o s g in v a s t Grea Subject line: this Christm as mber 2012

Jack Wills
Date: 19 De perfect gift e h t ff O % 20 Subject line: ls Gift Guide

cember 201

ck Wil with your Ja

Secret Santa nearly everyone in every office takes part in one during the Christmas period. And theyre always challenging, arent they? Getting a present for someone you dont know all that well on a limited budget. However, this year finding my Secret Santa gift was a breeze thanks to this email from Ruby Ed. It told me about an upcoming Secret Santa flash sale where I could get a great looking pair of slippers at a discounted price. Perfect. And if the timeliness of the email wasnt enough to prompt my purchase, they also made it a limited offer that was only available to the first 50 people that purchased. What a clever and thoughtful approach to a sales offer!

Whoever said that fashion emails have to be bursting with colour and product? This email from Jack Wills proves that a clean white background with a nice selection of typographical styles is sometimes more than enough to pull you into the content. Theres only one image supporting the main communication and thats of the product itself (gift guide), which keeps this piece of communication single-minded and effective. However, the secondary message was just as interesting as the main offering and could have easily had its very own email... it advertised Jack Wills interactive Christmas calendar, which, when you cast your phone over, each new day reveals a new offer. What a fun way to countdown to Christmas!

D a wn Grea ves Studio Manager

J essica Williams Account Executive

Amazon
Date: Variou Various Subject line:

Howies
Date: 19 De igh The end is N Subject line:

cember 201

The run up to Christmas is a time for extensive online browsing but with so many people to buy for its easy to forget where youve been and what youve seen. Its at times like these that emails triggered by browser behaviour come into their own, a fact that is well understood and taken advantage of by Amazon, as they prove with this email here. I opened it up and found that Amazon were showcasing a range of products similar to what Id been looking at on their site only days earlier. Amazon had obviously done their research, and I benefitted from that by getting a no-nonsense email that was tailored to my exact interests. Even better, I was genuinely interested in most the products on the page and clicked through to continue my Christmas shopping. If only it could always be that easy!

This email from Howies really made me chuckle. They could have just told me straight about their offering of super-fast delivery in a plain and simple manner. But what would have been fun about that? And Howies always try and have fun with their creative. So instead they wrapped their offer up in this little joke, Order by midnight and well deliver by the end of the world. A wink at the Mayans predictions about the world ending in 2012. Love it!

retl Wayne P esigner Intera ctive D

Leigh Whitnall Account Director

Manchester City
Date: 17 De s Greetings n o s a e S : e n li Subject City

Smiths
Date: 21 De emergency s h it m S : e n li Subject

cember 201 ster

e from Manch

cember 201 ice

present serv

Christmas is a joyous occasion, so if youre creating an e-card it should capture that feeling. And thats exactly what we set out to achieve when tasked with creating this Christmas e-card for Manchester City. The email reads Seasons Greetings from Manchester City FC and it shows a football formation resembling a Christmas tree. Then, from the bottom, one of its blue icons - representing a player - lights up. More icons then continue to light up leading your eye up the Christmas tree until the star starts shining. Finally, the now famous commentary from Citys final game of the season, Aguerrrooooo wraps itself like decorations around the formation. And there you have it, one of Citys greatest moments - that Aguero goal - reenacted in the spirit of Christmas. What could be more joyous to a Blue than that?

Shopping at Christmas is always a nightmare, especially when youve left it until last minute! Thats why this email from Smith made me smile, the copy amusingly sets the scene to what limited options shoppers have left when they havent done their Christmas shopping by 21st December. One of the options is to buy a Smith hotel e-voucher, which is actually a good present, especially when youve almost ran out of time. I bet there were loads of people out there thanking Smiths this Christmas!

on osema ry Walt R ector ir D s e ic v r e S Client

P eter Griffith Intera ctive D esigne

r
After City fans saw the email they used to Twitt er to talk about it, there was even a few messages sent to Agueros Tw itter account too!

Schuh
Date: 25 De y Christmas rr e M : e n li t c Subje

Suttons Seeds
Date: 29 No e It wouldnt b Subject line: Chocolate!

cember 201

2 vember 201 ithout

Christmas w

If you open a Christmas card and it makes you smile then surely it has worked its magic? I certainly believe thats the case, which is why, for me, this e-card from Schuh was the best email I received over the Christmas period. Its simple message, Merry Christmas from Schuh, was decorated by an animated gif made from glistening snowflakes. The effect was eye catching, charming and, most importantly, Christmassy! Schuh then took their quirky approach to Christmas further by creating an image of Rudolph by cleverly using just a shot of a brown shoe (presumably from their range) along with a Christmas bauble. Just goes to show that sometimes just being cute is all you need to do to captivate your customers.

Do people buy plants for each other at Christmas? Im sure it happens but I think its safe to say that more people buy chocolate. Which is probably why Sutton Seeds sent me this novel email to tell me about their new product: luxury chocolate flowers! Not only do they look amazing, theyre made by award-winning French chocalateurs, Guisabel. From a single chocolate flower in a plant pot to a bouquet of chocolate roses, theres a wonderful range of Christmas treats to choose from - each with a nice amount of descriptive copy to describe exactly what each chocolate flower is made from. This is certainly the most interesting offering I got this Christmas! But if you were really just after nice flowers, theres an incredible 77% saving on Snowdrop Bulbs too waiting at the bottom of the email.

Steve White Startegy Director

len Katherine Al ager Account Man

To find out how we can give your email marketing the WOW factor, contact Steve on swhite@redcmarketing.com or call 0161 872 1361

Design Stuff

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