Like the majority of office workers, I receive an influx of daily emails – but what makes an email stand out? Take a look at my favourite email received in November…This month features an email from House of Fraser, a British department store that’s been running for over 160 years.
During the festive period I’m convinced my daily number of new emails pretty much doubles! Retailers in particular are in full force advertising their huge ranges of gifts and stocking fillers. A couple of emails that have really stood out to me this month include those from House of Fraser.
I received this email quite early in November and I think it injects just the right amount of festivity. Not too in your face but a hint that Christmas is just around the corner.
I found the first section of the email very engaging – from the image of the beautifully decorated tree to the contrast of the Father Christmas print and black glitter being unwrapped in the background. These elements paired with the clear message of ‘Start your Christmas countdown’ and distinct call to action to visit the Christmas shop encourage you to click through almost instantly.
The next part of the email is broken up into different sections including Christmas Decorations, Gifts for Her, Gifts for Him and Get party prepped. Each section contains a luxurious looking image, a little bit of text and a very clear CTA. I really like the layout of this section – it looks sophisticated, covers a wide target audience and encourages you to click through to find out more about a specific section that you might be interested in.
The final section of the email is a small promotion of the charity House of Fraser are working with this year and advising how recipients can get involved in donating. I think this is a clever idea to include within the email as around Christmas time people tend to be more generous so making them aware of an opportunity to spread a little generosity is great. It also inkeeps with the Father Christmas/black glittery theme throughout the rest of the email.
What I particularly like about the House of Fraser Christmas campaign emails is their consistency. They all follow a similar theme of using the same Father Christmas wrapping paper/black glitter background which makes them distinguishable straight away. It’s clear there is a well thought out plan behind all of their emails, with individual campaigns following the one above specifically focussing on ‘Gifts for Him’ and ‘Gifts for Her’.
Click here to view October’s email of the month.