The H-E-B email provides subscribers with a newsletter highlighting recipes and food items. It breaks the content into clearly labeled sections for easy reading. Images of food are included to appeal to subscribers' interests. Multiple calls-to-action encourage subscribers to engage further by clicking on links or visiting stores. Overall the email is well organized and visually appealing to keep subscribers interested in H-E-B products and services.
2. iNTroDUCTioN
Looking for a little creative inspiration? You’ve come to the right place! Take a break and peruse
our snapshot collection of emails that caught our collective eyes. Discover how the right blend
of creative, copywriting, subject line writing, and design made these 26 email marketers tops on
our list! Walk away with best practice tips to enhance your next email campaign. Once again, the
Look Book returns with its popular back-and-forth critique. Hear what our experts have to say
about the hottest email marketing tactic: horizontal emails.
NEW! In this edition, be sure to check out the Look Book Email Scorecard. Members from
Epsilon’s Strategic Consulting and Advanced Analytics Group scored each email according to a
list of industry best practice. Roll over the checkmark next to each email and see how marketers
fared for their ability to get noticed in the inbox, to generate click-throughs, and for their use of
creative design. Scores were distributed based on the following criteria: open rate, sender name,
subject line, pre-header text, preview pane optimization, open rate, total clicks, Web visits,
navigation, creative appearance, layout, and messaging.
Email Institute’s Fall 2011 Email Gallery Look Book awaits...
Take your email program to the next level with Strategic Services from Epsilon – find out more!
3. SCorECarD P Hover over the checkmark to view the Scorecard on each page.
New for this edition, Email Institute is featuring a Scorecard rating system throughout the Fall
2011 Look Book. Each email has been rated on a scale from 1 (needs work) to 10 (strong) across
three best practice dimensions:
The Inbox
The Goal: Getting noticed in the inbox
Aspects: Sender Name, Subject Line, Pre-header Text and Preview Pane Optimization
Content & Creative:
The Goal: Generate clicks and Web visits
Aspects: Overall Layout/Design, Image Suppression Optimization, Copywriting,
Call-to-action, Cross Platform Rendering
Targeting:
The Goal: Optimize value exchange
Aspects: Familiarity, Personalization, Dynamic Content, Exclusivity, Value Exchange
4. from: Tablespoon industry | CPG: Food & Beverage Email Type | Retention: Newsletter
subject line
CampiNG CUiSiNE & So mUCh S’morE
Tablespoon sure knows how to satisfy my cravings! The
Consumer Packaged Goods brand whets subscribers’ ap-
petites with mouthwatering creative and snappy copywrit-
ing designed to please the finickiest readers. The appeal-
ing content offers signaling calls-to-action to direct end
users to specific content of interest. Strong sub-headers
act as content dividers to make the email easily digestible
and pleasing to the eyes. The hero image really grabs my
attention (my stomach is growling just looking at it!). And
the tabbed elements provide additional opportunities for
engagement. With emails like this one, Tablespoon has left
me asking for seconds and thirds.
P
5. from: Betty Crocker industry | CPG: Food & Beverage Email Type | Retention: Newsletter
subject line
BUrGErS, BarS aND BlooDy maryS
Are you hungry for a good email? Betty Crocker fills your
appetite with this sample. The snappy subject line lures
readers in for a closer peek and Betty Crocker doesn’t
disappoint. Vibrant photos make this email shine. The
brand helps recipients navigate the content by including
modules with sub-headers and sharp background color.
Not only does the email promote social media, but it
includes a fun poll and intriguing Q&A to keep people
engaged. Multiple calls-to-action keep readers interested
and craving more!
P
6. from: Your Friends at Country Crock industry | CPG: Food & Beverage Email Type | Retention: Newsletter
subject line
EXTra, EXTra! iT’S ThE CroCk
CoUNTry ChroNiClE
It’s not everyday that you come across an enewsletter that
you want to savor for a bit. But Country Crock invokes that
very feeling thanks to the look and feel of its “newspaper”
enewsletter. What’s not to love? The email is not only
aesthetically-pleasing, but it’s functional as well. Readers can
easily scan the content, just like a newspaper, for the latest
news from the brand. The creative nicely ties in well into the
brand’s ‘country’ theme. Beyond the appealing layout, the
copywriting is what makes this enewsletter rise to the top.
The inclusion of social media and link for a coupon make
this one an all-time favorite in my book.
P
7. from: Skinny Cow industry | CPG: Food & Beverage Email Type | Retention: Newsletter
subject line
molly ShaNNoN <3’S NEW SkiNNy
CoW ChoColaTE CaNDy
Moove over ladies, there’s a new girl in town. Comedian
Molly Shannon serves up her latest role as a spokesperson
in this light-hearted Skinny Cow monthly enewsletter.
The use of a well-known celebrity gives this email the star
power it needs to reach its target. The vibrant colors really
make this email pop! Skinny Cow knows the importance of
informing subscribers by including visible calls-to-action.
While the pre-header text is a little lengthy, the organic
grid design and the well written text make reading this
enewsletter a true pleasure.
P
8. from: Kraft Recipes | Food & Family industry | CPG: Food & Beverage Email Type | Retention: Newsletter
subject line
EaSy oNE-DiSh BakES & CroWD-
plEaSiNG CaSSErolES
Did someone say dinner? That’s music to my ears. Kraft
makes mealtime a snap with its engaging and scrumptious-
looking enewsletter full of recipes and other sweet treats.
The Consumer Packaged Goods brand nicely breaks its
content into buckets in the vertical scrolling message to aid
readability. What makes this enewsletter stand apart from
the pack are the user reviews and video tutorial. The rating
scale and comments give the recipes credibility and offer
that needed push to persuade subscribers to try the dishes
out for themselves. With this enewsletter, Kraft definitely
satisfies my yearning for some good recipes.
P
9. from: Citi Cards industry | Financial Services: Banking Email Type | Birthday
subject line
happy BirThDay from CiTi!
It’s always thoughtful to be remembered on your birthday.
It’s especially nice when email marketers take the time
to send along some well wishes. In a rare move, Citibank
borrows a page from retailers to acknowledge a subscriber’s
birthday. Citibank uses the birthday-themed message to
upsell its Extra Cash program, and sweetens the offer with
a special birthday incentive. The image of the birthday cake
helps reinforces the celebratory theme. This well-executed
email is cutting edge for the financial services industry. It’s
a practice you don’t find many competitors following. But
this is something I want to see more of in my inbox!
P
10. from: Chase Freedom industry | Financial Services: CC/Banking Email Type | Retention: Announcement
subject line
ComiNG SEpTEmBEr 15Th!
prEViEW oUr NEW WEBSiTE
Let’s face it. Generating excitement about new website
features can be a bit of a challenge for any company,
especially for those in the financial services industry. But
Chase set the right tone with this email. Using detailed
imagery, the company effectively communicates the
coming changes to its website and immediately pulls
subscribers in. The visual elements make what would
normally be considered a bland email stand out. While
Chase could improve the creative elements of the message
with colored framing, the email is a good sample of what
competitors should reference in their own website update
communications.
P
11. from: AAA Colorado industry | Insurance Email Type | Retention: Newsletter
subject line
EUpDaTE SEpTEmBEr 2011
There are a number of important components that make
up a good email, but one key to success is organization.
AAA highlights its knack for organization with this monthly
example. The enewsletter is chock full of information
from everything to travel destinations and discounts to
insurance offers and home solutions. While the message is
content heavy, AAA nicely packages the information into
little chunks to guide subscribers through the email. The
exquisite creative also helps readers pour though the
content. This is a great approach for marketers, but it’s
important to test and question how the outcome may
impact your GPI. And in AAA’s case, it’s appears to be a
home run.
P
12. from: USAA industry | Insurance, Financial Email Type | Informational
subject line
USaa SECUriTy ZoNE fiGhTS
Email fraUD
In this day of email fraud, it pays to be careful. USAA shows
subscribers just how concerned it is about protecting their
accounts by offering an enhanced security feature. The
subject line commands attention, alerting readers that this
is one email that shouldn’t be ignored. The inclusion of
the subscriber’s first name offers a sense of one-to-one
communication to help personalize the email. What the
email lacks in creative brilliance, it quickly makes up for
with useful security tips and other helpful information.
USAA illustrates that emails don’t always have to include
beautiful images to be effective.
P
13. from: Ecoist industry | Retail: Apparel & Accessories Email Type | Retention: Promotional -
Incentive
subject line
fEaTUrED haNDBaGS + aCCESSoriES:
GET 10% off + frEE ShippiNG
It’s not always easy to make an email shine, but Ecoist
knows how to dazzle end users...literally. The secrets to
the retailer’s success are video and stunning product shots.
Vibrant creative and crisp products shots go far to make
a message pop, but Ecoist heightens that notion in this
email. The retailer also includes a video with control bars
to offer viewers an all-important interactive component to
the message. The clear calls-to-action and easy-to-follow
navigation further complement the email’s look, and pulls
subscribers in for a closer look.
P
14. from: Piperlime industry | Retail: Apparel & Accessories Email Type | Retention: Promotional -
Acquisition
subject line
iNTroDUCiNG mEN’S apparEl. lEVi’S.
BEN ShErmaN. DiESEl. aND morE.
Introducing a new product line always creates a sense
of anticipation. But it’s important to match that level
of excitement with an email of the same caliber. Take a
cue from Piperlime. The retailer takes a “no-holds barred”
approach introducing a new men’s apparel line displaying
numerous brands and product images in the background.
The email offers a unique approach to illustrate different
buckets of products. It’s a shopper’s dream! What I like best
is Piperlime’s humor to entice shoppers to update their
preferences with the ‘E-Male’ pun. That’s a classic! While
the email may contain too many images for some subscrib-
ers, Piperlime does a great job of showcasing the breadth
of its products.
P
15. from: Zappos industry | Retail: Apparel & Accessories Email Type | Reminder
subject line
yoUr ShoppiNG CarT iS So NEEDy...
I’m usually not the forgetful type, especially when it
comes to shopping. But everyone needs a reminder once
in a while. Zappos does a great job with its friendly prompt
to help me complete a missed purchase. The shoe
retailer adds the right amount of levity in its subject line
to capture attention. The email’s transactional appearance
is a great approach to abandoned shopping cart emails. By
including item descriptors, pictures, and pricing, Zappos
makes the check out process a breeze. Now, all I have left
to do is to find something to match my new pair of shoes.
P
16. from: Lululemon Athletica industry | Retail: Apparel & Accessories Email Type | Promotional
subject line
holD mE CloSEr yoGi DaNCEr
Calling all yogi dancers! Lululemon catches subscribers’
eyes with an enticing subject line that plays on a
well-known Elton John song. The email uses many best
practices, including pre-header text and options to view
online and within mobile. Lululemon places the main
call-to-action, for the reader to check out yoga essen-
tials, above the fold. It also includes customer feedback
on items the brand deems essential and gives readers the
ability to immediately determine if it’s a must-have item
for their yogi closet. As you scroll through the email you’ll
come to an eye-catching box inviting you to be a fan on
Facebook. Lululemon not only invites email subscribers to
join its Facebook page but it does a nice job on Facebook
of inviting fans to sign-up for email. An email essential!
P
17. Brand | Patagonia industry | Retail: Apparel & Accessories Email Type | Survey
subject line
hoW iS yoUr NEW paTaGoNia GEar
WorkiNG for yoU?
Looking for a way to make your retail emails sizzle? Try
using dynamic content. Patagonia hits a home run with this
survey email. The targeted email includes dynamic content
specific to the recipient requesting feedback (positive or
negative) on a recent purchase. It’s always impressive when
retailers include images in an email of items that custom-
ers purchased. It makes the content not only relevant, but
worth a closer look. What’s more, the pleasant tone of the
message makes most people want to offer their opinion.
The copy is neither imposing nor demanding. The clever
subject line also does a great job of piquing the recipient’s
curiosity. It certainly caught my attention!
P
18. from: UrbanDaddy industry | Retail: Discount Email Type | Acquisition - Invitation
subject line
yoU. NiNE friENDS. ThE pErfECT fEaST.
Email invitations always pique my curiosity. I just have to
know what’s inside. And UrbanDaddy doesn’t disappoint.
The retailer goes to great lengths to make its invite feel
extra special. This well-executed message exudes a blend of
elegance and importance that you might typically associ-
ate with a “typical” paper invitation. How clever! Prominent
calls-to-action offer several ways to access the content via
images and text hyperlinks clearly make this email a winner.
The simple, clean subject line and appropriate messaging
quickly communicate that subscribers are in for a treat!
UrbanDaddy can count me in!
P
19. from: LivingSocial Deals industry | Retail: Discount Email Type | Retention: Newsletter
subject line
STEamBoaT GETaWay for 2
As a Living Social subscriber, I’m always searching for a
good deal. And that’s just what I saw, and more, in this
email. Living Social assembles a nicely organized email
pitching get-away escapes that one usually dreams about.
The black frames do the email justice, helping direct
readers to the meat of the message. The crisp images give
the email its visual appeal, enticing recipients to have a
closer look. While Living Social could have condensed
the main cell to allow for additional content, the email
accomplishes its goal of encouraging clicks.
P
20. from: Groupon industry | Retail: Discount Email Type | Retention: Newsletter
subject line
opUS rESTaUraNT: fiVE-CoUrSE
DiNiNG EXpEriENCE for TWo
($150 ValUE) aT opUS rESTaUraNT
Groupon knows what it takes to create a good enewsletter:
a good subject line, plenty of calls-to-action, and a sharp
layout. Groupon entices subscribers with a clever subject
line designed to boost open rates. The clean, block design
makes scanning the email a breeze. It’s a refreshing change
of pace. While the enewsletter seems to lack alluring
creative you might find in other emails, sometimes
simplicity is best. Groupon strikes the right chord with
this enewsletter to keep me as a long-time subscriber.
P
21. from: H-E-B industry | Retail: Food & Drug Email Type | Retention: Newsletter
subject line
SiZZliN’ SUmmEr CoUpoNS, piCNiC
rECipES & BEST BUrGEr ToppiNGS
Now here’s an eye-catching enewsletter! H-E-B puts
the fun back in email reading with this refreshing example.
The supermarket chain grabs readers’ attention with a
snappy subject line. Once opened, sharp calls-to-action
direct subscribers to a variety of actions intended to boost
click rates. There’s so much to choose from, everything
from recipes and wine choices to a sweepstakes and list
of sundae toppings. What I like best about the email is
its appearance. The inclusion of white space surrounding
the creative and modules gives the enewsletter a clean,
uncluttered look. For me, the only thing this email lacks
is some catchy pre-header text, but the content more than
makes up for that!
P
22. from: Bath & Body Works industry | Retail: Health & Beauty Email Type | Invitation - Multichannel
subject line
$1 ShippiNG ToDay oNly! +
ThE WorlD’S BEST hoUSEWarmiNG
EVENT SEpTEmBEr 17Th
Invitations always catch my eye, so it’s no surprise why this
email from Bath & Body Works drew my attention. The
retailer uses stunning creative to invoke a welcoming feel
to promote its in-store (and online) housewarming sale.
(Can’t you just smell the pumpkin treats?) I love how the
company sets expectations of the day’s event with a mini
agenda. The email includes a sense of urgency to spark
excitement and generate interest. While emails that are
designed as one large image don’t follow best practices,
Bath & Body Works executes this message flawlessly with
its block layout and enticing offers.
P
23. from: REI Gearmail industry | Retail: Sporting Goods Email Type | Retention: Promotional
subject line
Top-BraND CampiNG GEar +
SaVE Up To 30% oN CloThiNG
Camping anyone? REI illustrates some of the finer points
of camping “REI style” with this clever email. The mes-
sage sells a story to subscribers offering “Everything But
the Sunrise” with a strong lifestyle image and prominent
call-outs designed to make any outing a success. It nicely
anticipates image suppression and lets end users shop with
or without images. Beyond the creative, the sharp copy-
writing propels this message to the top of the list. What’s
more, the email complements a direct mail piece to extend
the campaign’s reach. It seems the only thing REI can’t do
with this email is guarantee the weather.
P
24. from: Backcountry.com industry | Retail: Sporting Goods Email Type | Acquisition: Welcome
subject line
WElComE To BaCkCoUNTry.Com
Backcountry.com rolls out the red carpet to new subscrib-
ers with this brilliant welcome email. The brand smartly
keeps its “Welcome” theme as the primary message while
at the same time it thanks consumers and communicates
the brand’s benefits. The email offers the WIIFM - “What’s
In It for Me?” factor with its “Here’s What We’re All About”
and “What’s Different” copy. Backcountry.com sets expec-
tations from the start by telling recipients how often they
can expect to receive an email. There’s nothing better than
a strong welcome to greet consumers to an email program.
And if supplementary emails are as solid as this warm
welcome, Backcountry can count me in as loyal customer
for the long haul.
P
25. from: Atmosphere industry | Retail: Sporting Goods Email Type | Retention: Promotional -
Multichannel
subject line
friENDS & family EVENT -
2 DayS oNly!
As an avid shopper, it’s hard for me to resist a good sale,
especially when it involves coupons. Atmosphere features
a full page coupon in its email to drive recipients in-store.
While some retailers can create some confusion about
coupons, Atmosphere uses a clever scissors icon and large
call-to-action to make its coupon cut-out obvious for us-
ers. The discount savings gives the message the prominence
it needs. While the email is a bit sparse in the creative
department, there’s no uncertainty about the goal behind
this message for both consumers and the retailer.
P
26. from: Build-A-Bear Workshop industry | Retail: Toys & Hobbies Email Type | Retention: Announcement
subject line
WElComE To ThE NEW & improVED
BUilDaBEar.Com + SaViNGS iNSiDE!
Traditional welcome emails can go a long way toward
building a relationship with customers. But Build-a-Bear
Workshop offers a new spin on that approach by introduc-
ing the brand’s new website in this beautifully designed
“welcome” email. It’s a tactic not enough marketers
practice and a wonderful addition to my inbox. The bright
email captures readers’ attention, and the block text layout
makes the content easy to read. While one large image in
an email traditionally goes against email marketing best
practices, Build-a-Bear Workshop pulls this message well.
P
27. from: Southwest In A Nutshell industry | Travel & Hospitality: Airlines Email Type | Retention: Newsletter
subject line
SEE hoW WE’rE ShoWiNG oUr lUV
To oUr CommUNiTiES & CUSTomErS
Companies that send out enewsletters often run the
risk of jamming so much information into the message
that it makes it difficult to read. Southwest Airlines is one
clear exception. The company designed an impeccable
enewsletter that features a simple format that’s sure to
please. Each section of the email highlights a specific
call-to-action to encourage clicks. Individual dividers,
which prevent content from bumping up against each
other, give the enewsletter a clutter-free appearance.
This is one enewsletter that I’ll look forward to seeing
in the inbox.
P
28. From: The AAdvantage Industry | Travel & Hospitality: Email Type | Retention:
Dining Program Airlines Promotional POINT
subject line From a purely creative perspective, I think both the
Helzberg Diamonds and Rewards Networks (for the
EaT, drInk and Earn aadvanTagE mIlEs nEarby American Airlines AAdvantage Dining program) horizon-
tal scrolling emails are very well done. It makes sense
that each has the horizontal layout, given the extended
charm bracelet concept for Helzberg and Rewards
Network’s restaurant dining order concept.
I’ve seen some horizontal scrolling emails that used
the creative treatment just for the sake of doing some-
thing different, without a logical tie-in to the product
or service. Neither of these emails suffers from that
problem. I especially like the amount of detail and
personalization in the Rewards Network email. It
customizes the restaurant selections based on the
subscriber’s Zip Code, and is a great example of using
geo-located targeting.
While the Helzberg email doesn’t seem personalized
to the individual subscriber, it is still very relevant to
the numerous life events that make for great charm
gifting ideas.
One area of creative improvement I’d like to see on
both is a stronger call-out to “Scroll” right. Each has
that direction, but it gets lost among the other creative
elements. Given that most email subscribers are not
used to seeing horizontal scrolling emails, it’s critical
that they know there is more content to the right.
P From a strategy perspective, I’d be curious to see how
the emails perform relative to regular emails. While
the horizontal scrolling is a novel concept, is it paying
off in terms of higher click rates?
The Rewards Network email suffers from a notable lack
of prominent calls-to-action, so it seems like it would
be harder to compare performance versus the usual
vertical scrolling emails. The Helzberg email at least
has some prominent calls-to-action as you scroll to the
right. Some of my clients have used horizontal scrolling
emails, but the performance often doesn’t match up to
the creative “wow” factor.
We know that about half of all email readers won’t
From: Helzberg Industry | Retail: Jewelry Email Type | Retention: Promotional scroll down in an email. I’ve seen similar, or slightly
worse, behavior for horizontal emails, since a lot of
Diamonds subscribers don’t know to scroll right. My sincere
hope is that whenever anyone is considering this type
subject line of layout, it’s important to test it head-to-head against
a standard email layout and validate that the “cool
CElEbraTE WITH EXprEssIOns + an EXCITIng nEW addITIOn factor” matches the click rate.
COUNTERPOINT
Consumers quickly grow accustomed to a brand’s
standard email layout so horizontal emails, like the
two featured here, can be a great way to interrupt the
consumer experience, create excitement, and drive
engagement.
Helzberg Diamonds and Rewards Network use the
horizontal design to serve different purposes. In the
Helzberg Diamonds email, scrolling isn’t necessary to
fully comprehend the content. The primary message,
a few examples of the featured charms and the main
call-to-action, are all visible without scrolling. But the
reader is probably willing to scroll right because the
chain extends in that direction. The Rewards Network
email uses a teaser approach to encourage the reader
to scroll. You know you can earn rewards, but you have
to scroll right to find out where.
Both emails are effective and I think it makes sense
that each brand took the approach that it did. The
P Helzberg Diamonds email isn’t a regularly scheduled
email so it was smart to make scrolling a bonus. The
teaser approach is a little riskier because the reader
could miss out on the personalized details, but
Rewards Network applied this to an email that
consumers receive regularly and are already familiar
with the content.
Horizontal email design is certainly worth testing, but
I’d stick to a maximum height of 550 to 600 pixels.
You don’t want the user to have to scroll vertically in
addition to horizontally. It’s also important to make
sure the most important content is within the 500 to
600 pixel width.
