Responsys Email Design Look Book

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presenting our3rd annualemail designlook bookEach member of the global Responsys team cutting edge of email design and Cross-channel integration is now expectedreads 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 ofand 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 greatthe email world. We are honored to offer you effective in the future: contributions to the email industry.this selection of our favorite emails from thepast 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 fromconsumer products and retail to the travel Triggered emails are critical in reachingindustry and social networking sites. customers when they’re most receptive; Lisa HarmonIn this year’s Look Book, we’ve done our best Mobile design is a must as more consumers Vice President of Creative Servicesto 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 04Heathrow 05LinkedIn 06M∙A∙C Cosmetics 07Best Buy 08 09Volvo UK 10Columbia SportswearStyle CampaignApple 11Etsy 12Icelandic Tourism Board 13 14CB2AnthropologieVerizon Wireless 15Nikon UK 16Burton Snowboards 17Zappos 18 19Minted.com 20DSWVirgin AtlanticUncommon Goods

[ email 1 ] | 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 | 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 ]

| 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 ] 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 ] | 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 |Volvo UKType: NewsletterSubject Line: Volvo - our latest newsand eye-catching offers [ full email ]“At only 360 pixels wide and with lotsof screen-sized bites of information,this email is optimized for smartphonesbut still works on a desktop. It’s a reallyintriguing design that addresses thecrossover for mobile devices.” 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 | 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, 2010Type: Season’s GreetingsSubject Line: Dynamic images - Xmas“Using dynamic image technologyto update the primary image of theirseason’s greetings email, digitalagency Style Campaign was able toextend the value of this one emailover six days. Each morning therewas a new mystery shape that wasslowly revealed throughout the day,which encouraged subscribers toreopen the email multiple times eachday. On average, subscribers openedthis very mobile-friendly email morethan five times—with more engagedsubscribers opening it dozens oftimes! The emails invited subscribersto tweet their guess, building viralbuzz 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 ]

| 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 |Etsy [ email ]Date: Jan. 27, 2011Type: PromotionalSubject line: Uncovering Treasure“Etsy is a vast and broad wonderlandof artisanal goodness—maybe a littletoo vast and broad. The daily ‘EtsyFinds’ email presents a selectionof items tied to a theme dividedby personal styles to help haplessshoppers weed their way through themaze of options. The image-heavyemails are like window shopping inyour inbox. The hyperlinked ‘Pickedby’ credit is a great touch too, lettingreaders get to know the personalitiesbehind the selections through onlineprofiles. It’s like your own personalEsty shopper.” Lynn Baus Associate Creative 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 |[ ] 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 ] | 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 | 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 |ZapposType: Opt-In Triggered Back-in-StockNotification & New Style NotificationSubject Line: Back in stock! Onitsuka Tiger [ email ]by Asics: Ultimate 81®“Zappos offers an incredibly radservice that allows users to request anotification when a desired product isback in stock. Users can customize theexperience with details such as size andcolor—all of which are incorporated intothe email along with a large productimage. This is helpful for jogging a user’smemory and rekindling excitement.The back-in-stock notification servicealso allows users to sign up to receive atriggered message when new styles ofa brand or collection are available. Thecopy is quirky and lively—very much inline 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

aboutWe sincerely hope you enjoyed our selectionof outstanding emails. For more email designinspiration, please check out:The 2010 Email Design Look BookThe 2009 Email Design Look BookAbout ResponsysResponsys 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 ofembracing today—email, mobile, social and automation and fast time-to-value. For more information about Responsys,the web. With Responsys solutions, marketers visit responsys.comcan create, execute, and automate highly Founded in 1998, Responsys is headquartereddynamic campaigns and lifecycle marketing in San Bruno, California and has officesprograms that are designed to grow revenue, throughout the world. Responsys servesincrease marketing efficiency, and strengthen world-class brands such as: American Familycustomer loyalty. Mutual Insurance Company, Avis Europe,

Responsys Email Design Look Book

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