August’s Best Email Ever: Scrolling Products
At PostUp, we really appreciate a well-designed email. That’s why we are starting a monthly blog post highlighting an example of a well-designed, well-executed email that we’ve come across. We are always trying to improve and make sure our clients are sending the very best email possible, so understanding what’s trending or finding ways to execute new ideas is paramount.
For our first example, we have chosen an email done by Society6, an online community of artists that create artwork for art prints, t-shirts, iPhone cases and other fine products. Like most retailers, Society6 has a large number of products they’d like to feature in their emails, and due to that vast number of products, their emails grew longer and longer. It still remains to be seen if the length of your emails negatively affect your engagement metrics, but email has always had the mindset that “less is more”.
What makes this particular email so great is that Society6 partnered with PowerInbox and leveraged their dynamic “ContentStripe” feature that allows for a rotation of products or images within the same content block, thus allowing them to feature 9 products in the same space built for 3 products. As you can see between the two layouts, the dynamic version is considerably shorter and the rotating images do a great job of capturing the subscriber’s attention. The rotating image effect can easily be pulled off with a simple animated GIF, but PowerInbox’s feature allows you to assign unique links to each one of the rotating images giving you the ability to drive users to relevant page versus driving them to one general spot.
Email marketers are like cats; we love anything that moves. That’s why this email is so well done. The motion is eye-catching, but it’s functional too. It gets more products visible to the reader much faster and still allows them to click directly to the products they’re interested in. We applaud Society6 for their bold use of a dynamic feature within email, and we hope more will follow suit because the world needs more fun emails like this.
Dynamic content is just one way to increase engagement in your marketing emails. For more ideas to send your engagement metrics soaring, download our Advanced CTR Solution Guide today!
Corey serves as PostUp’s Interactive Creative Director, where he manages and designs all creative development for the Professional Services department. He is responsible for designing, implementing and tracking everything from email, web banners, websites, social media and SMS while adhering to digital marketing best practices.