Responsys Email Design Look Book

email
design
look
book

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presenting our
3rd annual
email design
look book
Each member of the global Responsys team cutting edge of email design and Cross-channel integration is now expected
reads a diverse range of marketing emails cross-channel strategy. While each email by even unsophisticated shoppers.
daily—both as part of our lives as subscribers stands on its own as a fantastic piece of
and as part of our professional commitment work, the collection together illuminates the We hope you find some inspiration here,
to keeping up with the latest and greatest in tactics that will continue to make email most as well as affirmation of your own great
the email world. We are honored to offer you effective in the future: contributions to the email industry.
this selection of our favorite emails from the
past 12 months, including standout examples Personalization is vital to connecting Best wishes,
of innovative design, copy and strategy with subscribers one-to-one;
from brands representing everything from
consumer products and retail to the travel Triggered emails are critical in reaching
industry and social networking sites. customers when they’re most receptive;
Lisa Harmon
In this year’s Look Book, we’ve done our best Mobile design is a must as more consumers Vice President of Creative Services
to offer an especially relevant glimpse at the read email on smartphones; and Responsys

index
To view full emails click on email
symbol located on each page
throughout the look book

[ email 1 ]

01
02
03
04
Heathrow 05
LinkedIn 06
M∙A∙C Cosmetics
07
Best Buy
08
09
Volvo UK

10
Columbia Sportswear
Style Campaign
Apple 11
Etsy
12
Icelandic Tourism Board
13
14
CB2
Anthropologie
Verizon Wireless 15
Nikon UK 16
Burton Snowboards
17
Zappos
18
19
Minted.com

20
DSW
Virgin Atlantic
Uncommon Goods

[ email 1 ]

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Heathrow
Type: Pre-/Post-Trip Triggered
Subject Line: Before you arrive at Heathrow

“Heathrow has really worked out a great
way of engaging customers with this
awesome email series. Arriving eight
days before my flight, the first email
covers[emails] booking, maps, currency
[emails]
car park
[ email 3 ]
deals, terminal, airport and travel info,
as well as how and where to shop! Three
days before my flight, the second email
mentions a great place to eat within the
airport, booking ideas for my journey,
duty-free shopping and last-minute
things a traveler could easily forget. But
I was most impressed by the third email,
which welcomes me home and starts
prompting me toward my next trip in an
engaging way. What better time to think
about your next holiday?”

Martyn Miller
Associate Creative Director, EMEA

[ email 2 ]

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[ email ]
LinkedIn
Type: Engagement
Subject Line: Amy, 37 of your connections
changed jobs in 2010.

“After a very sad year of watching
friends and colleagues endure layoffs,
this email was a welcome surprise.
To see 37 of them working again
and smiling in their profile pics was
a sight for sore eyes. On a technical
note, this email takes personalization
and dynamic content to new heights.
There was also nice attention to
detail, with each image’s alt text
containing the person’s name.”

Amy Stoffel
Designer

[ email ]
M∙A∙C Cosmetics

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
Type: Promotional
Subject Line: Banish any thoughts of being
a Plain Jane with M∙A∙C & Wonder Woman!

“I love how M∙A∙C Cosmetics ran with the
comic book motif when promoting their
Wonder Woman product line. The bold
colors, bursting animation and clever
copy (‘Glamazons!’) made it feel as
though this email was literally exploding
out of my inbox. The word bubble
call-to-action and ‘POW!’ discount code
are great finishing touches.”

Angela Thurmond
Associate Copywriter

[ animation ]

[ email 1 ]
Best Buy

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
Type: Post-Purchase Triggered
Subject Line: Thank you from Best Buy

“I love that Best Buy was able to send
me two personalized emails based
on my in-store purchase by tying
my rewards card back to my email
address. Sent a week apart, the emails
were packed with useful information
about the product I bought, including
technical expertise, product firmware
and relevant corresponding products.
This is not your run-of-the-mill
‘Thank you for buying [blank]’ email.”

Amy Hamilton
Senior Designer

[ email 2 ]

[ email ]

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Volvo UK
Type: Newsletter
Subject Line: Volvo - our latest news
and eye-catching offers

[ full email ]

“At only 360 pixels wide and with lots
of screen-sized bites of information,
this email is optimized for smartphones
but still works on a desktop. It’s a really
intriguing design that addresses the
crossover for mobile devices.”

Richard Gee
Designer, EMEA

[ ]

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email

Columbia Sportswear
Date: Mar. 3, 2011
Type: Promotional
Subject Line: Better Than Gore-Tex®

“I love the approach taken in this
email by Columbia Sportswear to
introduce their new product
Omni-Dry. The subject line alone
piqued my interest, as all outdoorsy
folk know that Gore-Tex is hard to
beat! This soft-sell message places
the product module at the very
bottom of this long email,
but the playful illustrations and
LOL-worthy copy had me scrolling
all the way through.”

Dana Vogt
Designer

[ full email ]

[ email ]

Style Campaign

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
Date: Dec. 20, 2010
Type: Season’s Greetings
Subject Line: Dynamic images - Xmas

“Using dynamic image technology
to update the primary image of their
season’s greetings email, digital
agency Style Campaign was able to
extend the value of this one email
over six days. Each morning there
was a new mystery shape that was
slowly revealed throughout the day,
which encouraged subscribers to
reopen the email multiple times each
day. On average, subscribers opened
this very mobile-friendly email more
than five times—with more engaged
subscribers opening it dozens of
times! The emails invited subscribers
to tweet their guess, building viral
buzz for the brand.”
[ time-lapsed screenshots ]

Chad White
Research Director

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
[ email ]
Apple
Date: Mar. 2, 2011
Type: Promotional
Subject Line: Introducing iPad 2.

“Our subscribers communicate via
text messages, IMs and 140-character
tweets. Apple knows this. You can tell
by the way they message their iPad
2. There are no complete sentences
here, just three-word maximum data
points! It’s pure Ernest Hemingway.”

Lisa Harmon
Vice President of Creative Services

[ email ]

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Etsy [ email ]
Date: Jan. 27, 2011
Type: Promotional
Subject line: Uncovering Treasure

“Etsy is a vast and broad wonderland
of artisanal goodness—maybe a little
too vast and broad. The daily ‘Etsy
Finds’ email presents a selection
of items tied to a theme divided
by personal styles to help hapless
shoppers weed their way through the
maze of options. The image-heavy
emails are like window shopping in
your inbox. The hyperlinked ‘Picked
by’ credit is a great touch too, letting
readers get to know the personalities
behind the selections through online
profiles. It’s like your own personal
Esty shopper.”

Lynn Baus
Associate Creative Director

[ full email ]

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[ ]
Icelandic Tourism Board
full email

Type: Promotional
Subject Line: Are you there, Stig?
It’s me, Iceland

“Part of the ‘Iceland Wants to Be Your
Friend’ campaign, this text-heavy
email lures you in with its casual,
quirky, matter-of-fact writing style.
With lots of links to pages on Flickr,
Tumblr, Facebook, Wikipedia,
Twitter and elsewhere, the email
doesn’t hesitate to leverage
community content on the web,
giving it a deep, interactive feel.”

David McLoughlin
Designer

[ email ]

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CB2
Date: Aug. 17, 2010
Type: Promotional
Subject Line: Blueprint for affordable
modern. New CB2 fall catalog is here.

“I love the fresh, aerial view in
this email. It allows subscribers to
appreciate some of the products in
a new light—particularly the teepee
dining table, red club rug and lantern
arc floor lamp. This image was
repurposed from a catalog cover,
which doesn’t always work,
but does here.”

Chad White
Research Director

[ email ] Anthropologie

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
Date: Jan. 19, 2011
Type: Promotional
Subject Line: Scarves at Play

“From the subject line to the hero
message to the video, this email had
me smiling the entire time. When I
clicked on ‘Watch and Learn,’ the video
was a really fun and creative stop-motion
animation of a scarf and a girl dancing
through the woods. The scarf
transformed into a belt, headband, shawl
and more, showing you all the different
ways you can playfully accessorize.”

Kim Gallik
Associate Account Manager

[ homescarf video ]

[ email ]
[ email ]

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
Verizon Wireless
Date: Mar. 2, 2011
Type: Welcome Series
Subject Line: Welcome to Verizon.
[ landing page ] Meet the Support Team.

[emails] “The Verizon Wireless welcome
series puts a face back on digital
communication. From the first email,
customers are introduced to a support
team that happily assists them with
specialized knowledge ranging from
setting up email on a smartphone to
paying bills online. Throughout this
[ email ] 90-day series, customers receive
informative emails, watch a friendly
welcome video, visit a mobilized support
website and acquaint themselves and
friends with Verizon through custom
landing page experiences.”

Rocky Thomas
Art Director

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
[ full email ]

[ zoomed intro ]

Nikon UK
Date: Jan. 28, 2011
Type: Newsletter
Subject: Nikon In-Frame: Expert tips on
close up shots, plus win a D3100

“What makes this newsletter
outstanding is the tone of voice.
The personalized greeting, Lucy’s
signature and request for feedback,
[ email ] the poll about next month’s topic and
the personal, interactive feel make me
want to voice my opinion and click on
those links!”

Richard Gee
Designer, EMEA

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
[ zoomed intro ]

[ full email ]

Burton Snowboards
Date: Dec. 29, 2010
Type: Promotional
Subject Line: Now Get What you
Really Wanted

“I don’t often read an entire email, but
when I skimmed and saw ‘Dear Fatty’
and ‘Choke on the Cookies’ I knew
this was going to be an exception.
Playing to the post-Christmas ‘I didn’t
get what I wanted’ blues, this email
takes an irreverent—and totally
on-brand—voice and berates Santa.
Even if there weren’t great product
recommendations in the secondary
message, this witty email did its job
by engaging me.”

Mary Kathleen Sullivan
Sr. Strategy Consultant

[ email ]

[ email ]

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
Zappos
Type: Opt-In Triggered Back-in-Stock
Notification & New Style Notification
Subject Line: Back in stock! Onitsuka Tiger
[ email ]
by Asics: Ultimate 81®

“Zappos offers an incredibly rad
service that allows users to request a
notification when a desired product is
back in stock. Users can customize the
experience with details such as size and
color—all of which are incorporated into
the email along with a large product
image. This is helpful for jogging a user’s
memory and rekindling excitement.
The back-in-stock notification service
also allows users to sign up to receive a
triggered message when new styles of
a brand or collection are available. The
copy is quirky and lively—very much in
line with the Zappos voice.”

Jim Spence
Art Director

[ full email ]

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
Minted.com
Date: Mar. 2, 2011
Type: Promotional
Subject Line: New Birth Announcements
with Matching Accessories

“I love how Minted emails never
seem flat; there are always plenty
of textures and shading to make
everything pop off the page. I forget
that I’m looking at a screen and not at
a craft table. I also love how this email
draws your eye down through the
entire body by staggering message
blocks left and right and using dashed
lines to connect products with their
corresponding copy.”

Tanya Williams
Graphic Designer

[ email ]

DSW

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
Date: Feb. 19, 2011
Type: Loyalty Program
Subject Line: Get excited, ladies!
[ email ] Your new My DSW Rewards is here.

“DSW takes what could be a simple
[ full email ] account update email and makes
it a full newsletter that provides
interesting content and opportunities
to shop from top to bottom. I love the
personal note from Rachel, my DSW
‘go-to gal,’ and the zig-zag placement
of content encourages me to scroll
for more.”

Kathryn Alva
Designer

[ zoomed intro ]

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
[ landing page ]

Virgin Atlantic
[ email ]
Type: Birthday Triggered
Subject Line: Have a great British birthday!

“This email has no promotional aspect
whatsoever. It did, however, make me
feel really special, since I have yet to
fly Virgin Atlantic (but may give them
a shot after this email!). Of course,
I wanted to ‘Start the Party’ so I
clicked…and to my pleasant surprise,
I was sent to a really cool interactive
list of things to do on my day!
Needless to say, I felt the love.”

Amy Stoffel
Designer

Uncommon Goods

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 1 0 | 1 1 | 1 2 | 1 3 | 1 4 | 15 | 1 6 | 1 7 | 1 8 | 19 | 2 0 |
[ email ] Date: Mar. 23, 2011
Type: Promotional
Subject Line: Your most-coveted,
clicked and commented goods

“While promoting top-rated products
is a tried-and-true email tactic,
Uncommon Goods recognizes that
customers now have lots of venues
where they can talk about your
products. In this email, the internet
retailer highlights their products that
are the most liked on Facebook, most
talked about on Twitter, most popular
on their community site and top-rated
on their website.”

[ full email ]
Chad White
Research Director

about

We sincerely hope you enjoyed our selection
of outstanding emails. For more email design
inspiration, please check out:

The 2010 Email Design Look Book
The 2009 Email Design Look Book

About Responsys
Responsys is a leading provider of Responsys’ New School Marketing vision, Continental Airlines, Deutsche Lufthansa,
on-demand software that enables companies flexible on-demand application suite, Dollar Thrifty, Lands’ End, LEGO, Newegg,
to engage in relationship marketing across and customer success-focused services PayPal, Qantas, and Southwest Airlines.
the interactive channels customers are aim to deliver high ROI, increased levels of
embracing today—email, mobile, social and automation and fast time-to-value. For more information about Responsys,
the web. With Responsys solutions, marketers visit responsys.com
can create, execute, and automate highly Founded in 1998, Responsys is headquartered
dynamic campaigns and lifecycle marketing in San Bruno, California and has offices
programs that are designed to grow revenue, throughout the world. Responsys serves
increase marketing efficiency, and strengthen world-class brands such as: American Family
customer loyalty. Mutual Insurance Company, Avis Europe,

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