2019 Email Design Look Book2019 Email Design Look Book | View Online Lookbook | OMC Website This email is a terrific example of: Minimalism Designer Oracle Marketing Cloud Consulting

2019Email DesignLook Book

2019 Email Design Look Book | View Online Lookbook | OMC Website

The Oracle Marketing Cloud Consulting team reads lots of emails. Like, tens of thousands

every year. That’s because it’s our job to help brands succeed in the inbox and we’re always looking

around for inspiring examples and fresh approaches.

In that spirit, we’re thrilled to share 20 of our favorite emails from the past year—just as we’ve been doing

since our first Email Design Look Book in 2009. On their own, these emails are fantastic examples of email

design, development, copywriting, and cross-channel orchestration. Together, this collection highlights

the Six Pillars of Modern Email Design:

Minimalism Rich Content Authenticity Context Service Delight

We hope you find as much inspiration from these emails as we have—and that they spur you to greater

creativity and innovation in your future campaigns.

—Chad S. White Head of Research Oracle Marketing Cloud Consulting

http://OracleLookBook.com

https://www.oracle.com/marketingcloud/digital-services/creative.html


Less is best.

Email subscribers are hurried and distracted (just like we are), so having a concise and

focused message is essential to success.

Motion inspires emotion.

Great animation or video is worth a gazillion words, and intuitive interactivity breaks down

the barriers to taking action.

Be a beacon.

Take this to heart: Consumers want to engage with brands that share their values and

participate in meaningful conversations.

Be in the moment.

Brands must deliver the right content to the right person at the right time. How?

Personalization and automation, for starters.

It’s hip to be square.

Email subscribers want help, advice, and insights that bring greater meaning and satisfaction

to a brand’s products and services.

Joy always connects.

Who doesn’t love a pleasant surprise? (Don’t dare raise your hand.) Humor, beautiful images,

a clever spin on a familiar topic—they’re all gold.

Minimalism

Rich Content

Authenticity

Context

Service

Delight




Alaska Airlines page 5 travel company

BBC page 6 public service broadcasting company

Bose page 7 audio equipment maker

Comcast page 8 telecommunications company

Etsy page 9 ecommerce marketplace for handmade, vintage, and other items

Fandango page 10 online ticketing service

Filson page 11 outdoor clothing and accessories company

Grammarly page 12 online writing assistant

Harry’s page 13 shaving equipment and men’s personal care products company

LEGO page 14 toy production company

Lou & Grey page 15 women’s apparel company

Mint page 16 personal financial management service

Nest page 17 smart home products maker

Patagonia page 18 outdoor clothing and gear company

Quip page 19 oral care subscription service

REI page 20 retail and outdoor recreation services company

Seamless page 21 online food ordering service

Shutterstock page 22 stock photography, footage, and music provider

Simple page 23 retail bank

Unsplash page 24 stock photography sharing site

Featuring...




Animation Alert! View the full email online for a first-class viewing experience.

To view this and other emails in all their glory, check out the online Look Book at OracleLookBook.com.

This email is a terrific example of:

Rich Content

Context

Delight

“My husband and I both received this email, but since

I’m the primary cardholder we saw radically different

email content. Both emails included delightful

animations and an infographic style, but mine plays

back my purchase history and flight data in an

almost a gamified way — showing the value of being

a frequent flier. My husband’s email contains a rollup

of stats from all of Alaska Airlines’ customers and is

equally interesting.”

—Kathryn AlvaAssociate Creative Director Oracle Marketing Cloud Consulting

Send Date: Jan. 17, 2019

Subject Line: Kathryn, let’s celebrate a year of going

places.

Personalized broadcast promotional email

Alaska Airlines

Personalized Version Generic Version



http://lookbool-placeholder-alaska.com

http://lookbook-placeholder-alaska.com


Interactive broadcast promotional email

Behold the Kingdom Interactive animations bring these dynasties to life.



Rich Content

Art Director, EMEA Oracle Marketing Cloud Consulting

“Subscribers that follow the instructions and tap

the plus-signs are rewarded with vignettes about

each of the families, complete with an animated

clip. Interactive hotspots are nothing new on the

web and are used to great effect here, enabling the

dramatic movie-poster design while allowing deeper

exploration by subscribers.”

—Rich Gee

Send Date: Nov. 9, 2018

Subject Line: Discover more with the BBC

BBC





Minimalism

Designer Oracle Marketing Cloud Consulting

“This email from Bose is beautifully simple. The

high-contrast alternating black and white boxes of

minimal copy and sleek product imagery grab the

reader’s interest. They push their social platforms

near the bottom of the email in a few different ways,

which helps their reputation as a community-minded

company and demonstrates they’re interested in

connecting with their fans.”

—Katie Anderson

Send Date: April 29, 2018

Subject Line: World-class Noise Cancellation +

Wireless Freedom

Broadcast promotional email

Bose Loud and Clear Simplicity that cuts through the noise.






Delight

Associate Copywriter Oracle Marketing Cloud Consulting

“It’s never too early to be annoyed by the

holidays, so Oracle Marketing Cloud and Xfinity

brought everyone’s favorite grouch straight

to their inbox with a not-so-merry customer

newsletter. By blending the famous Grinchy

attitude with helpful holiday tips and updates,

Xfinity customers enjoyed a standout email

experience curated to make life easier through

the busiest time of the year.”

—Kelly Moran


Subject Line: Your November Xfinity Newsletter


Comcast He’s Mr. Personality Attitude is everything.





Seek What’s Unique Crafty animations meet scrappy authenticity in this email.


Service

Authenticity


Senior Email and Web Developer Oracle Marketing Cloud Consulting

“Who doesn’t want more 5-star reviews? So I

opened this email the moment I saw it. The overall

design feels true to their scrappy, eclectic ‘maker’

culture, which makes the business advice and

sales tips seem less stuffy. The tips are clear, with

each one marked by an icon and having a link to

a deeper dive. Plus, I don’t just have to take Etsy’s

word for it. I can hear from a fellow Etsy seller in the

Etsy Success podcast.”

—Kelly Moran

Send Date: Feb. 13, 2019

Subject Line: Want more 5-star reviews?

Broadcast service email

Etsy





Context

Head of Research Oracle Marketing Cloud Consulting

“In this highly personalized year-end activity

summary email, Fandango reminds their

customers of some of the movies they’ve seen

during the year, along with how many movies

they’ve seen, the hours spent watching movies,

and their favorite theater. All of this is to motivate

folks to keep up the habit by seeing a new movie

or streaming an older one via Fandango’s on-

demand service.”

—Chad S. White

Send Date: Dec. 31, 2018

Subject Line: Your 2018 At The Movies

Personalized broadcast promotional email

Fandango Now Playing This personalized email is a must-see.






Rich Content

Authenticity

Senior Art Director Oracle Marketing Cloud Consulting

“Filson does a great job showcasing the usefulness

of their NeoShell Reliance Jacket with animation

and product feature highlights. Knowing that people

skim emails, they’re not afraid to repeat some of

those features. They also tell a great story through

lifestyle images about how this jacket can be part of

an adventure.”

—Nick Cantu


Subject Line: New Color: NeoShell® Reliance Jacket


Filson Take It Outside






Context

Senior Copywriter Oracle Marketing Cloud Consulting

“As a writer and bona fide grammar nerd, I just

love Grammarly’s Weekly Update emails. The

thoughtfulness of the personalization makes

these emails feel really special. They use super-

digestible, scannable stats and icons to highlight

how the recipient’s writing compares to other

users, celebrate improvements over time, and let

you know exactly which areas you need to work

on most.”

—Marisa Crawford


Subject Line: Now Available: Your Writing Stats from

Last Week

Personalized broadcast service email

Grammarly Make No Mistake Your You’re going to appreciate this personalized, easy-to-digest email.





Go with the Flow Check out the full version to see quirky animations applied evenly.



Service

Delight

Senior Designer Oracle Marketing Cloud Consulting

“Using simple animations and short bits of copy,

Harry’s creates an entertaining and educational

decision tree that results in the subscriber arriving

at the advertised product at the end of the email.

The interactive dialogue that this emails creates is

creative, simple, and highly effective.”

—Ed Gershon


Subject Line: No SPF shield? Not on our watch.


Harry’s




Animation at Play Brick by brick, the full email builds to an interactive carousel.



Rich Content

Creative Director, EMEA Oracle Marketing Cloud Consulting

“Interactive content doesn’t have to be the

first thing in an email. We’ve found that kinetic

carousels are really effective when placed at the

bottom, as in this LEGO email. Here, the carousel

follows up on the hero image, providing a more

detailed look at the mini-figures and a strong

ending to the email’s story.”

—Kevin Palmer


Subject Line: New LEGO® Overwatch® - available

now!


LEGO





Minimalism

Authenticity


“This email is as much an artist spotlight as it is a

promotional email, with several quotes from the

designer. However, they wisely avoid positioning

this as an ‘interview,’ which sounds TLDR. With an

unconventional style, the email has a lot of off-center

and overlapping elements to keep things visually

interesting and ends with the soft-sell of a social

call-to-action.”

—Monica McClure


Subject Line: from paris, with love


Lou & Grey Oui, Right This Way Ooh là là! This email delivers a casual product backstory with understated chic.

To view this and other emails in all their glory, check out the onlineLook Book at OracleLookBook.com.





Minimalism

Designer Oracle Marketing Cloud Consulting

“The copy is smart and clever, weaving the

Valentine’s Day theme throughout the email—from

the subject line to the ‘Meet your credit card match’

secondary message. Plus, this email has a nice, clean

design that leans toward the email best practice of

simplicity. The content hierarchy is clear, concise, and

the calls-to-action bright.”

—Cathie Richter


Subject Line: A little could go a long way

Broadcast email

Mint Take Note This email is rolling in playful holiday messaging.





Senior Email and Web Developer Oracle Marketing Cloud Consulting

Nest

Send Date: June 7, 2018

Subject Line: Save up to $50 on a Nest Cam.

Because Dad loves deals.


“Nest has created a number of amazing

interactive emails, but this was the best one by

far. You’re able to pick from several products,

change quantities, and see them added to your

cart in the email with a current total. They also

have a decent fallback for email clients that don’t

support interactivity.”

—Henry Alva

Watch This View the full email online—it captures a seamless interactive shopping experience.



Rich Content





Minimalism

Authenticity

Senior Strategic Consultant Oracle Marketing Cloud Consulting

“Instead of promoting their newest coat or sleeping

bag, Patagonia dedicates an entire email to

encouraging their subscribers to exercise their right

to vote. It’s a simple message with a simple call-

to-action that’s undiluted by secondary product

messaging or even a navigation bar. Plus, Patagonia

followed through on these words by shutting down

their US operations on Election Day, putting their

money where their values are.”

—Sara Nakamura Lapworth

Send Date: Sept. 25, 2018

Subject Line: Are you registered to vote?

Broadcast branding email

Patagonia Values on Display Check out the full email online for its unbridled authenticity, rendered simply.





Get in the Habit Helpful animated gifs make the email worth brushing up on.



Service

Head of Research Oracle Marketing Cloud Consulting

“Wanting to reduce customer service inquiries and

improve customer satisfaction, oral care products

subscription service Quip proactively sends their

customers this automated email to verify their

address and teach them how to change the batteries

and the head of their toothbrush. The latter is

accomplished through a series of eight helpful

animated gifs.”

—Chad S. White

Send Date: December 2018

Subject Line: Refill processing! Please review

address and watch how to refill.

Automated replenishment service email

Quip





Authenticity

Service

Copywriter Oracle Marketing Cloud Consulting

“As a copywriter, I just adore this email’s subject line,

which plays off of Meghan Trainor’s song ‘All About

That Bass.’ Beyond that, this email has stunning

photography that puts the focus on the journey

and the adventure. REI emails do a great job of

showcasing where you can travel and what you can

do with the help of their products.”

—Brooke Dahmer

Send Date: Mar. 2, 2019

Subject Line: All About That Base—Layer


REI Let’s Explore In this email you’ll find product in its natural (and breathtaking) habitat.






Minimalism

Context

Delight

Senior Visual Designer Oracle Marketing Cloud Consulting

“Seamless celebrates its 20 years in New York

City with tight, quirky copy and lots of custom

illustrations and subtle animations in this targeted

email. It’s a great brand-building message that

drives home the point that they know New York. It’s

a message that’s punctuated with an NYC-centric

philanthropic call-to-action.”

—Kass Buchholz


Subject Line: Celebrate 20 years with us!

Segmented promotional email

Seamless It Delivers And goes easy on the illustrations, heavy on the authenticity.





ATTN: Animation This email says a lot with little copy.



Minimalism

Rich Content

Creative Director, EMEA Oracle Marketing Cloud Consulting

“This Shutterstock email embodies the ‘show,

don’t tell’ maxim. Its powerful use of an advanced

animated gif in email allows its primary content block

to contain just 27 words—from headline to call-to-

action. Its secondary message is similarly succinct,

supported by an annotated product screenshot to

focus attention.”

—Kevin Palmer

Send Date: Dec. 20, 2018

Subject Line: Start the year right with this free

template


Shutterstock





Service

Delight


“This email is (gasp) a privacy policy update from

a bank, which is probably the most disliked kind

of email in the world. However, Simple’s unique

approach makes the email fun and totally readable.

And that’s the point: Simple wants you to be able

to understand their policies, because it’s part

of their mission to keep banking, well, simple.

Their approach makes this email really long, but

everyone’s still skipping the legalese, so that part

doesn’t really count.”

—Jack Clemens


Subject Line: Under-appreciated but important

legalese awaits inside

Broadcast compliance email

Simple Bank on It Find legalese you might actually read.






Email and Web Developer Oracle Marketing Cloud Consulting

“A fluid design approach that looks amazing

on any device and a smart reengagement

messaging strategy made this email stand out for

me. The messaging has two parts: (1) data that

demonstrates what the user has already invested

in the Unsplash platform and how the community

has responded in terms of views and downloads;

and (2) suggestions of what to upload in the form

of hot themes and photos that have broken 1

million views.”

—Lauren Beltramelli

Send Date: April 2018

Subject Line: It’s been a long time…

Automated reengagement email

Unsplash

Context

Service

Picture Perfect See how personalized data compels user engagement in this email.





Let’s make beautiful emails together

designers • copywriters • art directors

strategists • developers • trailblazers

creative thinkers • passionate humans

That’s who we are.

Plus, we’re adaptable. Depending on your needs,

we can provide:

• A full-time extension of your email marketing team

to help tackle creative challenges as they come up

• Occasional help on special projects like an email

template redesign, crafting a behavior-triggered email

series, or creating an interactive email

• A fresh set of eyes on your current email program to be

sure you’re up to date on best practices

If you’d like our help in tackling your creative challenges,

we’d love to talk about it.




We love great email design, and we’d love to help you.

We work with top brands in every industry. Let us know how we can help you.

Reach out to us at [email protected].

Learn More about Oracle Creative Services



mailto:OMCConsulting_WW%40Oracle.com.?subject=Let%27s%20make%20beautiful%20emails%20together


Documents

2019 Email Design Look Book2019 Email Design Look Book | View Online Lookbook | OMC Website This email is a terrific example of: Minimalism Designer Oracle Marketing Cloud Consulting