November: Top 20 Professional Email Templates
Every month we collate the best professional email templates that have arrived in our inbox. We are looking for strong call to actions, fantastic product imagery, and of course the techy bits – how does the email render, are there any issues, and what would we suggest for future campaigns?
If you’d like to potentially be included in our top 20 hot list, do let us know @Wired_Marketing, and we’ll be happy to sign up.
It’s been a busy month at Wired HQ – but we still find time to grow and analyse reports to continually improve – and that’s why we love email marketing. With the run up to Christmas brands are pushing their campaigns out to busy inboxes, and trying to cut through the noise with relevant emails and enticing offers. Throughout November we have seen the first of the winter sales, Thanksgiving for our American friends and the introduction of Black Friday (which will be covered in another post), so let’s take a look.
This Bank email contains quite a mixture of information and call to actions. I particularly like the social integration between the email marketing and the social media with the use of the hashtag #getyourkniton. If you engage your contacts in a different way they are likely to return to your emails and your social accounts again and again.
There is a time and a place for crisp simple emails (a la Made.com) but Christmas is not one of them. Whilst being festive, this email also shows off the products in a nice clear way. In my opinion, if there were perhaps 2 less products under each section, there would be more room for a hard hitting call to action which would really drive conversions to the site.
Graze emails always catch my eye because they are targeted to me and my requirements. They always include personalisation, and have a bright call to action. I have been a Graze customer in the past, but I am not currently receiving the boxes, so the re-engagement on the call to action is prompting me to get started again. Showcasing 10 of the best products really doesn’t help my willpower either.
I have used Hershey’s emails in a post similar to this in the past, because they add content and value to subscribers whilst showing off their products. The call to actions are simple and straight to the point and the imagery of the products is definitely enticing.
This email from Homebase is on brand whilst still retaining some festive cheer. The purple Christmas tab in the top right corner is carried through on the call to actions. And I really appreciated the ‘Prepare for your guests this Christmas’ – I haven’t seen another email take this angle yet.
6. John Lewis
This email from John Lewis promotes on trend items whilst adding value to contacts. Instead of simply promoting items they have added something extra in the form of targeted trends. The only part of the email that I would critique would be the top green banner that offers a price matching service for the day. A countdown clock could’ve been used to promote the offer or even a separate email for this purpose.
This email caught my eye because of its emotive nature. From a technical point of view the image is quite large which may result in the email being caught in spam traps. If the text below was not placed on top of the image, this would bring the text to image ratio up perhaps resulting in higher delivery rates.
8. Marks and Spencer
If anyone can send a lovely Christmas email, Marks and Spencer can. The image in the header of the email is striking and entices you to click through; whilst the bottom section of the email offers something for all types of contact.
It can be tricky to make something as yummy as spicy chicken festive, but this short and sweet email from Nando’s manages to do so. The combination of multiple offers and competitions should really drive their click through and engagement figures.
10. Nine West
Another short and sweet email from retailer Nine West – the plain white back ground with the accents of colour directs your eye to the correct place and the call to actions are continuous throughout the email.
11. Olive Garden
We don’t have Olive Garden restaurant in the UK, but after reading about their email marketing I signed up for their notifications (just in case I’m ever in America). The image on this email is striking and visually pulls you in, whilst the purple call to action stands out from the rest of the email. Ideally the call to action would instruct the contacts on what to do next, i.e. ‘Find Locations>’ or ‘Find a Location near you>’.
12. Paul Smith
Placing a call to action above the fold, like Paul Smith has done, is a great way to encourage contacts to click through without making them scroll to find the button.
If you have access to email then you’re probably already familiar with Apple’s emails. Their emails are never too busy or over the top, they have a simple call to action and showcase the product perfectly.
14. Pizza Express
I really like how Pizza Express have turned one of their most popular products on its head with a Christmas theme. The addition of video to this email allows contacts to interact in a different way – this reinforces the brand whilst promoting sales at the same time.
The PS4 has launched here in the UK, and Sony started drip emails a couple of weeks ago to get contacts excited about the upcoming release. Whilst this email is not the most visually striking, it does build anticipation for the soon to be launched console.
16. Rigby & Mac
This simple email focuses on specific products and gives contacts a discount too. The template follows the usual Rigby & Mac structure and the simple call to action at the bottom directs the contacts easily.
We’ve included Superdry in our template countdown in the past and they’ve placed again. The second portion of this email is different to other retailers, and did stand out from other offers. At first glance I thought a call to action would be required underneath each image, but by clicking on the item, you are directed to the great place.
18. TK Maxx
This email from TK Maxx is slightly different to their usual campaigns. Their previous emails have failed to entice me, but the straightforward layout on this campaign makes it easy to digest. TK Maxx could use segmentation tools to target their consumers in a more effective way or by surveying contacts they could begin to target male and female contacts with suitable content.
19. Urban Outfitters
Urban Outfitters emails are always fun and always catch my eye. They are very image intensive and could potentially benefit from having more text but they work. Again UO could benefit from segmenting their list into male and female lists to target products easily.
This email from Waitrose has strong call to actions that match the general theme and catch your eye. I can appreciate that Waitrose has separated their wine and champagne offers into a different email from their generic food focused emails.