What makes a marketing email one that subscribers simply can’t help but to look at? What gives it that certain “X” factor that can make it stand out in a crowded inbox? While we wish we could give you one big secret to a successful email campaign, in reality, there is no single key secret to making your next marketing email stand out from other online businesses.
That being said though, we have come across several major factors -and- example emails that we just couldn’t pass up in our research. Each of these emails is unique in its own right, throwing in an unexpected element that readers will love — or at least stop and stare at. With that, we hope to inspire you to create a new and unconventional email with your next campaign, by providing some guiding questions and eye-catching examples to get you started.
…But first, pause, and ask yourself these questions:
If you have a unique product or design that you are launching, leverage this factor and tie in an engaging element that will showcase what you offer. Does your brand use humor to reach customers? Use this to your advantage. Think of clever ways to make readers think or give them something they were not anticipating, tying it into something your company offers.
Stretch your mind to think of ways you can tie in a new element, such as bold color or fonts, stunning imagery, an unexpected element, interactive element, or an animated feature. Try sending an email that is extremely long or wide simply to break the rules of what is typically done. All of these things can help create an email that isn’t like all the others.
Depending on your subscriber base, readers may prefer an interactive email to one that features a breathtaking nature shot, or vice versa. Some may prefer a clean and polished email every time, while others would stop and scroll through an outrageously colorful and animated email. Know your audience, test out different types of emails, and keep track of what you observe with analytics.
Now… without further ado, here are six emails we found difficult to scroll right past.
Subject: Fredi Kalbermatten – Making of The Glacier Express
This email’s bold headline followed by the beautiful and detailed photo give it a “wow” factor. Readers will be sure to pause at least to look at the image, having to scroll down to see the full picture. The use of jaw-dropping imagery can be a powerful appeal to readers who are used to seeing bland and common photos.
Subject: ?it’s $5 o’clock here
We just couldn’t pass this up! No one can look at this image a second time and not remember it marking their memory before. The photo is so unique and unexpected that it’s bound to jolt readers out of mindless inbox scrolling. Also notice the clever subject line tie-in and use of an emoji.
Subject: ⚠ NEW PLANTS YOU NEED NOW ⚠
This outrageously designed email wins the contest for the boldest colors, which makes it stand out from the crowd! Complete with an equally alarming subject line, readers are sure to open and read about what could otherwise be a dull subject: new plants.
Subject: How focused are you right now?
We saw this and had to stop and think for a second. At first, our eyes try to focus on the blurry image, soon realizing that it’s impossible. The question posed in the subject line fits in perfectly with the image and ties into the content explained below – especially the three lines this product claims to offer. Well done.
Subject: These Classics glow in the dark! ?
Who could resist the interactive feature Toms includes in this email? Readers hover over the button and see the shoes glow in the dark right there in their inboxes. The big header starting off makes it clear what the product is, and the interactive photo speaks for itself.
Each of these emails has something unique and unexpected, making them almost impossible to ignore. We hope that in showcasing them, you too are inspired to try something unique in your upcoming email campaigns. As you employ new strategies, it will be important to test the engagement with your audience and take note of what works best of course. With that, we part ways for now. Please be sure to leave a comment with your thoughts and / or questions below, and don’t hesitate to reach out if you would like assistance.