April 18, 2007 : Doing it Well, Consistently
Looking for inspiration? After closely monitoring, observing, applauding and, in some cases, trash-talking the creative efforts of over 100 leading online retailers since 2004, I'd like to take a moment to recognize a handful of shining stars. It's not just about one or two standout emails: this group consistently delivers creative, innovative and memorable campaigns.
From: Apple
Subject Line: Great gift ideas to surprise your valentine.
Date: Friday, January 27, 2006
Apple won our 2006 Q1 EDM vote with their January 27 "Love is in the ear" campaign. And looking back, it's no wonder. The copy, the imagery, the layout, the theme. They all work together in a beautiful harmony. It's clever, elegant and most importantly…effective. There's no arguing that Apple had a stellar 2006. Can't wait to get my iPhone.
From: Crate & Barrel
Subject Line: Greens that Wow
Date: Monday, April 10, 2006
Smart, fresh and simple. Nominated for an award in Q1 and Q2 of 2006, Crate and Barrel consistently delivers aesthetically pleasing creative throughout the winter, spring, summer and fall. Their campaigns are honest and hardworking, with no crazy hooks, no flashing animations and no groundbreaking, medium-altering innovations. In a nutshell, they keep it real. While basic sometimes means boring, in the case of Crate and Barrel it means consistent, on-brand and best-practices worthy. No gimmicks here.
From: UrbanOutfitters.com
Subject Line: Take an Extra 25% off. This time, we mean it.
Date: Thursday, June 22, 2006
It's always good to explore the lighter side of life, and Urban Outfitters has proven that humor always comes out a winner. They win the witty vote, for sure. They throw traditional production values out the window in favor of a few good laughs, and it really works. There is a refreshing, human element to their campaigns. As a matter of fact, it feels like you're funniest BFF wrote the copy and created the layout.
From: Barneys New York
Subject Line: Wedges, Platforms + Boots - Barneys New York
Date: Wednesday, October 18, 2006
The standing ovation goes to Barneys for their generous use of humor. Their silly imagery, casually elegant handwritten font and dashed-off calls-to-action (Shut up and shop!) project a fun, attractive, devil-may-care attitude. Their creative is clean, welcoming and aspirational. It's always good to see the upper-class crowd taking themselves a little less seriously.
From: J.Crew
Subject Line: $4.95 Shipping. Gobble, gobble.
Date: Wednesday, November 22, 2006
J.Crew really found their voice in 2006. Their copy is intelligent, sassy, direct and convincing in a non-intrusive wink-wink, nudge-nudge, buy-now sort of way. And we love it! They rely heavily on copy to float their creative, and float they do. Their messages are always timely to the holidays, the weather and any other national event that they can tie in. Their sale emails are effectively persistent, without being demanding, which conveys a sense of real urgency to shop before your co-worker, friend or neighbor gets that perfect sweater before you do.
From: AppleSubject Line: Great gift ideas to surprise your valentine.
Date: Friday, January 27, 2006
Apple won our 2006 Q1 EDM vote with their January 27 "Love is in the ear" campaign. And looking back, it's no wonder. The copy, the imagery, the layout, the theme. They all work together in a beautiful harmony. It's clever, elegant and most importantly…effective. There's no arguing that Apple had a stellar 2006. Can't wait to get my iPhone.
From: Crate & BarrelSubject Line: Greens that Wow
Date: Monday, April 10, 2006
Smart, fresh and simple. Nominated for an award in Q1 and Q2 of 2006, Crate and Barrel consistently delivers aesthetically pleasing creative throughout the winter, spring, summer and fall. Their campaigns are honest and hardworking, with no crazy hooks, no flashing animations and no groundbreaking, medium-altering innovations. In a nutshell, they keep it real. While basic sometimes means boring, in the case of Crate and Barrel it means consistent, on-brand and best-practices worthy. No gimmicks here.
From: UrbanOutfitters.comSubject Line: Take an Extra 25% off. This time, we mean it.
Date: Thursday, June 22, 2006
It's always good to explore the lighter side of life, and Urban Outfitters has proven that humor always comes out a winner. They win the witty vote, for sure. They throw traditional production values out the window in favor of a few good laughs, and it really works. There is a refreshing, human element to their campaigns. As a matter of fact, it feels like you're funniest BFF wrote the copy and created the layout.
From: Barneys New YorkSubject Line: Wedges, Platforms + Boots - Barneys New York
Date: Wednesday, October 18, 2006
The standing ovation goes to Barneys for their generous use of humor. Their silly imagery, casually elegant handwritten font and dashed-off calls-to-action (Shut up and shop!) project a fun, attractive, devil-may-care attitude. Their creative is clean, welcoming and aspirational. It's always good to see the upper-class crowd taking themselves a little less seriously.
From: J.CrewSubject Line: $4.95 Shipping. Gobble, gobble.
Date: Wednesday, November 22, 2006
J.Crew really found their voice in 2006. Their copy is intelligent, sassy, direct and convincing in a non-intrusive wink-wink, nudge-nudge, buy-now sort of way. And we love it! They rely heavily on copy to float their creative, and float they do. Their messages are always timely to the holidays, the weather and any other national event that they can tie in. Their sale emails are effectively persistent, without being demanding, which conveys a sense of real urgency to shop before your co-worker, friend or neighbor gets that perfect sweater before you do.
Comments
The power of great photography.
Posted by: Alexander Sienkiewicz | April 26, 2007 10:42 AM