The most important feature for each of these is immediate impact, which usually accomplished through great color or imagery – your eye responds much more quickly to these. Consider how quickly you go through your inbox. Regardless of how much time and effort you have put into your message, no one will hear it unless you first capture their attention.
Mercedes product launch
When they are about to launch a redesign, Mercedes knows that everyone just wants to see what the car is going to look like. In the first three seconds my eye notices the Mercedes logo, spends a moment on the car, then notices their special incentive. It is simple and effective – do not expect to accomplish anything more than this in an email.
White House informative email
The Obama presidential campaign used email brilliantly. This message conveys the authority of receiving an official letter from the White House and is the cleanest use of an all-text email I have seen.
Apple welcome email
No one does marketing better than Apple. Within moments of buying my iPhone, I received this message with further instructions. The focus of the email is the client’s focus: my new iPhone in all its photographic glory.
West Elm product info
West Elm is the younger and more modern version of Pottery Barn and their emails reflect this perfectly. Once again the photos are the focus in this email, displaying an appropriately modern room featuring their products with a sale offer just below.
Red Envelope sale
When a sale or promotion is your message be sure to convey it loud and clear. Red Envelope does this in large simple text on a brightly colored background to capture the reader’s attention. A few suggested items are offered below if the reader were interested to read further.