SPRING 2011 EmaIl GallERy look Book

Up, Up & Away! Join us on an adventure through Email Institute's latest collection of unique, eye-catching

emails. Learn how striking creative and polished copywriting gave flight to these 28 emails that are

among this season's snapshot leaders in email marketing. Glean insight from our Epsilon experts into what makes each email a winner. Capture helpful email marketing

best practices to chart the course to improve your email campaigns.

Our Spring 2011 Email Gallery Look Book awaits!...

SPRING 2010EmaIl GallERy

look Book

s u b j e c t l i n e

HEavy SNow IS foREcaStEd IN youR aREa - BE PREPaREd!For Sears, timing and relevancy are everything. And this email does a bang up job of being both timely and relevant. Using a commanding subject line, the retailer uses geo-targeting to inform subscribers of an approaching heavy winter storm in the New England area. The email also offers customers ideal suggestions on the very tools they might need to dig out. What else caught my eye? The use of buckets, each with a subhead to help readers scan the email, further supports the main message. And how can anyone miss the deal-of-the-day in the header? With clear calls-to-action and the option to download coupons seamlessly integrated into the email, Sears seems to have my needs covered. After reading this message, the winter weather seems a little more bearable.

amy tierneySenior Editor, Digital Solutions - Marketing Technology

Brand:Sears

Email type:Retention: Promotional

Industry:Retail: Mass Merchant

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SHoPPING PaSS: ExtRa 20% oR 15% off EvERytHING!I’ve got a secret. I love to shop! Whenever I receive emails from my favorite retailers with coupon offers, I just have to find out what’s in my inbox. And Kohl’s doesn’t disappoint with this clever message. The clean, actionable email screams savings. The coupon codes are front and center, so no one can miss the discounts. Customers can shop online with coupon codes or print out the offer and take it to their local store. The top navigation highlights another incentive—free shipping. Kohl’s makes it hard to turn away from this email — so much so that just opening this message makes me want to go shopping! For me, the coupon bar code is what drives home the offer. I know intuitively that I need to print it out and get myself over to Kohl’s.

angela BurkartCreative Director,Corporate Marketing

Brand:Kohl’s

Email type:Retention: Incentive

Multichannel

Industry:Retail: Mass Merchant

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[fIRSt NamE], 101 of youR coNNEctIoNS cHaNGEd joBS IN 2010.Two words come to mind when I see this email: Simply intriguing. LinkedIn hits a home run with this message. The professional networking site takes personalization and creativity to new heights by incorporating personal contacts specific to the subscriber all in one email. The eye-grabbing subject line, coupled with the image-filled body accomplishes just what the email intends—it captures my attention. Emails with first-name personalization often add just the right touch. But LinkedIn takes things a step further by illustrating the number of connections that have changed jobs or titles over the last year. The solid calls-to-action all support a common theme of linking the recipient back to the log-in page. The biggest thing that caught my eye was the faces of the people I know. It made me want to see what my colleagues, past and present, have been up to!

Geoff SmithVice President, Marketing,Marketing Technology

Brand:LinkedIn

Email type:Informational

Industry:Business Services

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GEt PaPa joHN’S NEw IPHoNE aPP - makES oRdERING PIzza EvEN EaSIER!What does it take to make a good email? Papa John’s has all the right ingredients. The pizza maker not only knows how to whip up a good pie, but it shows it can cook up a nicely executed multimedia campaign. The email offers a new spin on pizza ordering. This embedded QR tag makes it simple to download the app quickly. Papa John’s makes nice use of its pre-header text and optimizes the email so readers with images turned off won’t miss the sharp creative. When it comes to pizza, my preference is sort of split: I’ll have a click on one half and a scan on the other.

jean-yves SabotVice President, Retail GroupEpsilon Targeting

Brand:Papa John’s

Email type:Retention: Promotional

Mobile

Industry:Restaurant: Quick Service

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a NEw cookING aPP foR cookING lIGHt SuBScRIBERSDid someone say dinner? Cooking Light came up with a clever way to make dinnertime even easier, an answer to my prayers! The email, supported by third-party sponsor Real Simple, features an image of its new cooking app that’s sure to please even novice chefs. The message clearly highlights the value proposition of downloading the app by calling out the depth and breadth of the app’s offerings. I especially like the use of imaging as well – the tasty plate of food and app locations to download from. If that’s not enough, Cooking Light supports the message with great calls-to-action. I’m all for time-saving solutions. After all, who can’t use a little help in the kitchen these days?

caroline IraciGraphic Designer,Corporate Marketing

Brand:Cooking Light

Email type:Retention: Promotional

MultichannelMobile

Industry:Media & Publishing: B2C

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tHE woRld’S dIRtIESt HotElSThe old adage, ‘a picture is worth a thousand words,’ rings true for many email marketers. But in TripAdvisor’s case, the subject line can be just as powerful. The travel and hospitality company quickly grabs readers’ attention with the short subject line, which is supported by an intriguing, yet unnerving header. The creative and well-placed call-to-action enhance an already powerful message. Emails don’t necessary have to be chock full of images to stand out and persuade people to click. TripAdvisor shows that, sometimes, emails just need to simple, honest, and always relevant to their audience. Now, thanks to this email, I’m left wondering ... should Icheck my upcoming hotel stay or not?

michael lewisVice President/General ManagerClient Services - Digital Services Group

Brand:TripAdvisor

Email type:Informational

Industry:Travel & Hospitality: Travel Sites

Brand:Apple

Email type:Seasonal Content: Valentine’s Day

Retention: Promotional

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IPod toucH. tHE PERfEct valENtINE’S day GIft.Ahh, Valentine’s Day, a holiday for romantics at heart. Flowers and candy can’t beat Apple’s gift suggestion of an iPod touch to celebrate the special day. Apple once again puts its creative hat on and uses vibrant imagery to make the email stand out in the inbox. The cute headline speaks to the unique attributes of the iPod Touch and Apple’s goal to celebrate the day. The iPods, which are designed in the shape of a heart, easily communicate the sentiment of the holiday. The nicely placed calls-to-action quickly direct subscribers to the nearest store, as well as to Apple’s e-commerce site. This is one email I’m going to hang on to. While Valentine’s Day has passed, it will be a great hint to send to my sweetheart for next year!

tanya villarrealSenior Vice President,Client Services

Industry:Technology: Consumer Electronics

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GEt moRE doNE IN lESS tImE wItH acRoBat x.When most people think about technology emails, fun imagery and youthful enthusiasm don’t necessarily come to mind. But not every tech-related email is bland and boring. Adobe is definitely an exception to the rule. The company breaks the mold with its creative ingenuity. The technology firm smartly incorporates its iconic symbol within the body of the email as a makeshift hat, mimicking its ‘wizard’ theme. The well-written copy also sharpens the effectiveness of the message. While I would prefer that Adobe include more about its product in its creative, the email still gets high marks in my book for its sheer brilliance to play with the brand.

christina torokMarketing Manager,Partnerships & Corporate Campaigns

Brand:Adobe

Email type:Retention: Promotional

Industry:Technology: Software

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EmaIl #1: uNcovER tHE BEauty...aRtISaN madE jEwElRy GIftS

EmaIl #2: valENtINE’S GIftS to SuRPRISE aNd dElIGHt

EmaIl #3: GIftS of lovE PERfEct foR valENtINES day

Sundance sure knows how jazz up the inbox and maintain its signature, artisan branding. The specialty retailer uncovers a spectacular two-week-long email series showcasing an assortment of delicate, handmade gifts for Valentine’s Day. Sundance retains the same look and feel by incorporating a large heart in most of the series emails. I love how the brand moves from a soft sell in the early course of the messaging to more of a hard sell throughout its progression. In the second email, Sundance clues readers in that they’re on a journey of discovery to find the perfect gift using that alluring large heart as part of the background. Meanwhile, the third email divides its content into blocks, promoting the ‘gift of choice,’ encouraging subscribers to choose their favorite item. In the fifth email, the retailer returns to its heart theme background touting gifts of love. The simplicity of each message is attractive and keeps readers craving more. It’s too bad Valentine’s Day only comes once a year.

Renée GroulxAccount Director

Brand:Sundance

Email type:Seasonal Content: Valentine’s Day

SeriesRetention: Promotional

Industry:Retail: Apparel & Accessories

Retail: Housewares & Home Furnishings

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GEt youR toolBox REadyNow this is what I call a welcome! Lowe’s goes to great lengths with its ingenious welcome email to embrace new subscribers. The home improvement retailer uses a captivating intro to draw customers in. Like all good welcome emails, the message reminds subscribers about the benefits of signing up – what better way to welcome consumers? The email also offers a chance for subscribers to update their preferences, an important task to help customers tailor their emails just the way they want. What do I love most about this email? Lowe’s brilliantly showcases some of its core tools in the creative to spell out a huge ‘welcome.’ The email also includes several calls-to-action to prompt people to learn more about Lowe’s, such as a store locator and a weekly ad, as well as features key social media icons in the header. All in all, Lowe’s welcomes subscribers to the family and does a good job making them feel at home.

david GrayMarketing Director, Marketing Technology

Brand:Lowe’s

Email type:Acquisition: Welcome

Industry:Retail: Hardware &

Home Improvement

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PaRty wItH youR fRIENdS aNd SavE oN Gold.Join the party says it all! Xbox kicks off with a message about bringing arcade games into the house followed by its offer. The call-to-action buttons, highlighted in orange, are eye catching, and rather than the standard ‘click here to view,’ Xbox does a nice job of using catchy descriptions to entice readers to click through to the site to demo the arcade games. Two suggestions for the Xbox team would be to add pre-header text so that the mobile viewer would know what the message entails, and secondly, reduce the header image, which is a bit large, and may impact preview pane viewing. For loyal Xbox customers, this message includes all of the details they need to know to get their arcade games on.

lauren Skena kimballAccount Director, Digital Marketing Solutions

,

Brand:XBOX Live

Email type:Retention: Promotional

Industry:Technology: Gaming

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wElcomE to lExuS.Welcoming subscribers into an email program isn’t always an easy thing to do. Lexus should know. The company sent this welcome message long after I submitted my email address. It seems that Lexus had been collecting email addresses for some time, but lacked a supporting email program. Despite the delay, Lexus politely welcomes new subscribers into the program and sets the stage for future communications from the brand. This is a great example of how Lexus can make an announcement and speak well to consumers. The biggest win here, for me, is that Lexus shows it can set future communication expectations. I really get a kick out of the placement of the Lexus car in the email. The car points down instead of up, and by doing this, it encourages the reader to scroll down and view the email in its entirety. It’s a clever touch that makes me anticipate more.

alan flohrGM/Vice President Digital Solutions

Brand:Lexus

Email type:Acquisition: Welcome

Industry:Manufacturing: Automobile

Brand:Procter & Gamble

Email type:Retention: Promotional

MultichannelSocial

Industry:Consumer Packaged Goods: Home Care

Consumer Packaged Goods: Health & Beauty

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a mIamI ExcluSIvE - doN’t mISS P&G BRaNdSavER lIvE 2/18-2/27!There’s nothing like an email invitation to make you feel exclusive. Procter & Gamble takes this approach using email as one of the communication portals in this multichannel, integrated message supporting a winter campaign. The company employs an attention-grabbing subject line designed to boost click rates and open rates. In addition to email, P&G supports the campaign with a number of circulars, direct mail, TV commercials, and a social media component on Facebook featuring a host of its popular brands. That holistic effort further communicates the campaign theme and helps promote the event. The company even extends its reach throughout CVS, Kmart, Target, and Walmart stores. This example shows how email plays a critical role as part of a multi-prong marketing effort. It’s a great way to create hype up the effort, as well as build buzz via word-of-mouth.

lisa kenneyProject Director, Corporate Marketing

Facebook

Direct Mail

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you’vE BEEN PolamalamIzEdAs a Pittsburgh Steelers fan, I love the Head & Shoulders TV commercial where Troy Polamalu is accused of using a teammate’s shampoo, all while his legendary mane gets exponentially fuller and fuller. Imagine my delight when I opened my inbox and saw Polamalu peeking at me! Head & Shoulders, the official shampoo of the National Football League, plays with its subject line to further connect Polamalu fans to its message. The multiple calls-to-action direct recipients to everything from a free trial of the product to the brand’s website. The email is just a well-crafted component of a larger, multichannel campaign that includes a microsite for users to register for free music and the chance to become a fan of the Head & Shoulders Facebook fan page. In my book, Head & Shoulders gets a touchdown for this email!

danielle lawrentzMarketing Contractor

Brand:Head & Shoulders

Email type:Retention: Promotional

MultichannelSocial

Industry:Consumer Packaged Goods:

Health & Beauty

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[Byu today, SEPt. 2010] lEt fREEdom RINGIt requires some know-how to create a good newsletter. Take it from Brigham Young University. The university employs an easy-to-scan style that makes its content a pleasure to read. Such a clean design helps readers quickly pour over the content. The well-placed modules of copy and the quick links also give recipients something to cheer about from their alma mater. I love the fact that BYU dedicates a large call out for subscribers to update their settings or change their email frequency. Rather than risking a high unsubscribe rate, the university puts the control into the readers’ hands. That’s a nice touch. While the hero shot of the flag appears a bit large, BYU supports the creative with relevant text to make it work well. BYU also uses subheads to categorize content, which aids scanability and offers context.

Geoff SmithVice President, Marketing,Marketing Technology

Brand:Brigham Young University

Email type:Retention: Newsletter

Industry:Education

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ouR facEBook fRIENdS’ toP PIckS - SamE aS youRS?There are a number of email marketers that are integrating social media and email these days. But not all meet the mark. Horchow offers up a fantastic illustration of how a retailer can boost its social standing via email. This is a great example of a truly multichannel email, which shows how well email and social work together. Horchow cleverly promotes its Facebook portal and its friend recommendations for home furnishings at the same time. The crisp layout gives recipients a glimpse of the brand’s varied product assortment, compelling people to want to see more. The testimonials really make this email impactful. They add not only class, but character to the message.

jill lemaireSenior DirectorStrategic & Analytic Consulting Group

Brands:Horchow

Email type:Retention: Promotional

Social

Industry:Retail: Housewares &

Home Furnishings

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GREat PlacES: IS tHERE HoPE foR coRal REEfS?Looking for something good to read? Try a newsletter from The Nature Conservancy. This is my all-time favorite newsletter! The nonprofit group makes good use of boring white space with a variety of compelling images and lots of information. The Nature Conservancy nicely calls out key highlights in the ‘in this issue’ content in the header. The left navigation, strong calls-to-action, as well descriptive blurbs about each topic quickly hook readers. The Nature Conservancy pulls off a busy newsletter flawlessly without giving it an overcrowded feel. While the email is chock full of content, this is one newsletter I plan to keep in my inbox to read for a while.

kelsey HorineSr. Strategic ConsultantStrategic and Analytic Consulting Group

Brand:The Nature Conservancy

Email type:Retention: Newsletter

Industry:Nonprofit: National

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cHEck out PIctuRES of jESSIca SzoHR IN tHE SPoRtS IlluStRatEd SwImSuIt EdItIoN

Brand:SoBe

Email type:Retention: Promotional

Social

Industry:Consumer Packaged Goods:

Food & Beverage

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HavE you EvER Had a SoBE SNowBall fIGHt? wE daRE you to

SoBe takes its email marketing seriously, but is always fun at heart. The beverage brand knows that people of all ages consume its products, so what better way to reach fans than by sending age-targeted emails? SoBe illustrates flawless execution of how to use dynamic content and use it well. It sent subscribers under 18 a ‘G-rated’ message featuring its iconic lizard mascot that prompts people to post their pictures showing their devotion to the brand and its famous lizard. The subject line also pushes people to snap photos of snowballs colored with SoBe drinks and post them to their Facebook pages. For more mature audiences, SoBe incorporates an image of actress Jessica Szohr body painted to look like a lizard herself. How is that for creativity? But unlike the previous email, SoBe uses the subject line to call attention to Szohr’s Sports Illustrated photo shoot. SoBe is known for its out-of-the box emails, and these two examples clearly show why there’s something special about this brand.

Soren SchneiderSenior Account Manager, Client Services Marketing Technology

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youR ENERGy E-maGazINE - octoBER ISSuEIt’s not often that you come across an email like this. Xcel Energy offers a great example of how utility and energy companies should build email newsletters. This clean, well-designed email features a variety of current promotions and nicely highlights the brand’s social responsibility, all with pleasing calls-to-action to direct consumers where to go to find out more. The inclusion of video is a great feature. I just love how Xcel Energy includes a section seeking customer input about the frequency of its communications, as well as a rating scale about the content. It’s a feature you don’t find in too many newsletters. So hats off to Xcel Energy. This email is definitely a welcomed addition to my inbox.

jill lemaireSenior DirectorStrategic & Analytic Consulting Group

Industry:Xcel Energy

Email type:Retention: Newsletter

Industry:Utilities & Energy

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tHE flIPPEE IN all NEw coloRS foR SPRINGSome people may think of flowers as a coming sign of spring. But for me, it’s all about the shoes. Simple Shoes does a great job of helping subscribers anticipate warmer weather with this email. The crafty header offers the right dose of levity to make the message humorous, but also compelling. The hero shot—in this case a pair of flip flops — does most of the ‘talking.’ I also like how Simple Shoes included the word ‘new’ in the subhead above the product buckets. It helps communicate the product assortment. Simple Shoes optimizes its email, taking extra measures to ensure that everyone will see the message. After all, the message would likely lose its impact without the helpful creative to balance out the content. My toes are thrilled to be free!

laura HuppVice President,Corporate Marketing

Brand:Simple Shoes

Email type:Retention: Promotional

Industry:Retail: Apparel &

Accessories

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Stay wEllIt’s not everyday that you receive a thank you, but it’s especially nice when one comes from an email marketer. Westin does a nice job with this follow-up email after a recent hotel stay. Not only is the copy well-written, but Westin shows its compassion for its guests with its kind-hearted subject line —’Stay Well.’ The message contains a special return rate, as well as informs subscribers about their account details and loyalty point balance. It makes you want to consider booking another stay! Manners are always great, but it takes a smart marketer like Westin to realize how to use them well. This email is a class act.

jennifer alexanderGeneral Manager/Vice PresidentDigital Marketing Solutions

Brand:Westin

Email type:Retention: Thank You

Industry:Travel & Hospitality: Hotels

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cow aPPRESHEEatIoN day IS fRIday!Nothing says fun more than a cow-filled email! Chick-fil-A crafted this light-hearted email using its iconic spokes-cows, as part of an integrated, multichannel campaign to support its kitschy ‘Cow Appresheeation Day.’ The email is not only exciting for its adorable creative, but also for its top notch copy. The email, written from the cow’s point of view – complete with misspellings –invites customers to dress up in a cow costume to receive a free chicken meal. It also nicely integrates social media by prompting fans to RSVP via Facebook. I love the fact that the fast food chain has fun with itself and it isn’t afraid to share the love. It’s a clever way to help spread the word about the campaign and keep customers buzzing, or even “mooing” about the brand.

les woodVice President, Marketing, Epsilon Targeting

Brand:Chick-fil-A

Email type:Retention: Promotional

Retention: IncentiveSocial

Multichannel

Industry:Restaurant: Quick Service

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callING all tRENdSEttERS!Looking for a way to generate some buzz? Try promoting a social networking site. Old Navy mixes things up from its typical promotional retail emails to tout a new beta social networking site, Crowdtap. The smart subject line, ‘Calling All Trendsetters,’ lets recipients know something special has landed in their inbox. After clicking, subscribers have the option to become part of a special crowd – The Old Navy Style Council. The splashy introductory header calls extra special attention to the exclusive nature of the email. This email proves marketers don’t always need a ton of pretty pictures to get people clicking.

farrell HudzikSenior Director,Strategic Database Services

Brand:Old Navy

Email type:Retention: Promotional

Social

Industry:Retail: Apparel &

Accessories

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lEt’S woRk toGEtHER to GRow tERRa madRE’S NEtwoRkWho says nonprofit emails are unexciting? Not Terra Madre. This nonprofit blows away that perception. Terra Madre puts a personal spin on this message to spread the word about its network. The simplicity of this email is stunning. The inclusion of real people really makes this email powerful. And who can miss the large call-to-action at the bottom of the page? The testimonial adds further strength to an already impactful message. The creative conveys both an immediate understanding of the email’s purpose, and perpetuates the strong call-to-action at the bottom of the email. What’s really stunning is the fact that Terra Madre created a makeshift map out of dirt. Now that’s something special and confirms that we are all connected on this earth.

Heather wilkersonSenior Vice President,Corporate Marketing

Brand:Terra Madre

Email type:Acquisition

Industry:Nonprofit: International

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comE Back aNd SavE aN ExtRa 10%!Ahh… spring is in the air! This colorful, engaging email from ProFlowers caught my attention for many good reasons. Incentivizing your audience with a discount to go back to the site and make a purchase is a great way for retailers to increase revenue that may have otherwise been lost. Visitors to a website may abandon for several reasons, including distractions, shipping costs, or intentions of purchasing later. Regardless of the reason, the witty subject line pulls readers in for a closer peek with an interesting incentive offer right off that bat. This 10% discount may be the nudge needed to turn that ‘browser’ to an actual customer. ProFlowers has done a great job of creating a reengagement email that gently jogs the memory while enticing abandoners to convert.

kyle murphyAccount Manager, Client Services Digital Marketing Solutions - Marketing Technology

Brand:ProFlowers

Email type:Reactivation

Retention: Incentive

Industry:Retail: Gifts & Flowers

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