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    Julep | 📷 we ❤️ double taps | Social Savvy brand Julep uses symbols in the subject line to drive opens and show some cross-channel love. They drive to their Instagram page using their #julepmaven hashtag and consistently and authentically "speak social" throughout the whole email. | Lauryl Kitson, Marketing Consultant, Salesforce Marketing Cloud

    Forever 21 | Forever 21 increases engagement with an online exclusive "Mystery Deal". The use of an animated gif combined with the enticing offer of saving up to an additional 25% off, makes the Click to Reveal button impossible to ignore. The second email in the series keeps the animation and increases the urgency in both the subject line & email copy. | Kandice Carlson, Strategic Services Manager, Salesforce Marketing Cloud

    The Honest Co | The Honest Co. combined a surprise & delight campaign with St. Patrick's Day. Their creative & copy is both on brand and timely for the holiday. An animated gif helps to increase clicks and the incentive of up to 40% off is sure to drive results. | Kandice Carlson, Strategic Services Manager, Salesforce Marketing Cloud

    LearnVest | The concept of surprise & delight is not just for standard retailers. LearnVest continues to make financial planning appealing with their smart use of email marketing. A clear value prop, simple animation and clean design makes interacting with the brand a breeze. | Kandice Carlson, Strategic Services Manager, Salesforce Marketing Cloud

    The Home Depot | The Home Depot shows that animation is not needed to drive engagement in a surprise & delight campaign. A simple banner with clear CTA is used to drive email subscribers to a landing page with a countdown clock and exclusive offer. The generic language means that the landing page can be kept up to date for those late clicks that are bound to happen with most promotional campaigns. | Kandice Carlson, Strategic Services Manager, Salesforce Marketing Cloud

    Sephora | Sephora consistently surprises and delights with their email design. In this example they personalized the subscriber name with unique graphics for each letter vs. plain text. Remember that your subscribers look at A LOT of emails every day. Take the time in your design to create a moment of delight when they open your email. | Kandice Carlson, Strategic Services Manager, Salesforce Marketing Cloud

    Victoria’s Secret >> sent 2/1/15 >> Catch these 2 deals before they’re gone. >> Victoria’s Secret builds awareness and anticipation of their Super Bowl commercial with this email that gives subscribers a sneak peek at it. The email also promotes a deal to be revealed in an email later in the day during the big game—essentially using opens of the first email to drive opens of the second. —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    babyGap >> sent 3/15/15 >> new new new new new new >> Typically one-column layouts work best on mobile, but this two-column design is very clever in a very simple way. The horizontal blue=boy and pink=girl backgrounds from the hero image are then used as the background colors for the two columns of boys and girls products for the rest of the email. It’s intuitive and easy to follow, especially if you’re just shopping for one gender. —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    Lego >> sent 3/9/15 >> Protect the island of Okoto with LEGO® BIONICLE®! >> Targeting WebKit rendering environments like the native iPhone email client, Lego creates a “kinetic email” that lets subscribers interact with a carousel of images within the email. It’s a captivating experience. And when the interactivity isn’t supported, it degrades gracefully to a static email that shows all the content in the carousel. Awesome! —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    Democratic National Committee >> sent 2/1/15 >> Too many animated gifs can be distracting, but the animated triptych in this mobile-friendly email from the DNC is eye-catching without being overwhelming because of the vertical arrangement, limited movement in each frame set, and the static copy in each frame set. It’s a smart, innovative use of an animated gif. Also, the emojis in the subject line are very functional. —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    West Elm >> sent 12/2014 >> Psst... you left this in your cart...‏ >> West Elm is quick to respond to abandoned carts, sending their first cart abandonment email within 24 hours, but then they follow up with two additional emails over the next two weeks. While the primary message of each email in the series is the same, they mix up the secondary messaging, appealing to cart abandoners with three batches of alternative products. —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    Jack Spade >> sent 2/19/15 >> Everything You Need and Nothing You Don't >> Rather than hitting you with a call-to-action immediately, this email builds toward the CTA by first grabbing your attention with a fast-paced animation and then following up with close-up photos that emphasize quality and craftsmanship. Also, this email uses a savvy combination of responsive header and footer with mobile-aware body content. —Anna Meier, Manager, East Creative Services, Salesforce Marketing Cloud

    Kate Spade >> sent monthly during 2014 >> new arrivals >> When most email marketing campaigns are decidedly short-term, Kate Spade’s year-long “Places to Go, People to See” campaign really stands out. Each email focuses on new clothing arrivals inspired by different locales, and the banner at the bottom of the email ties them all together. —Anna Meier, Manager, East Creative Services, Salesforce Marketing Cloud

    Lego Shop >> sent 12/25/14 >> Happy Holidays from the Official LEGO® Shop! >> Lego delivers a special season’s greeting experience with this 15-second video that’s playable within many email clients. The video, which is powered by LiveClicker, is about a snowball-dodging gingerbread man and likely saw strong engagement, especially in the wake of highly successful “The Lego Movie.” —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    Gap > sent 12/25/14 >> MERRY CHRISTMAS! >> If you’re going to send a season’s greeting email, make sure that it is well branded, like this one from Gap. It’s a simple message that’s made more interesting by their use of an animated gif and letters made out of Gap products. Plus, this email promotes e-gift cards as a just-in-time Christmas gift. —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    Title Nine >> sent 10/27/14 >> 30-Day Strength Challenge >> Title Nine is one of my favorite brands, and I love the non-promo focus of this email. Fitting in perfectly with their brand message and values, they offer a community-building 30-day strength challenge. The nature of this email makes it one worth saving for future reference, too. —Amanda Miller, Senior Marketing Consultant, Salesforce Marketing Cloud

    American Apparel >> sent 2/2/14 >> Groundhog Day: Guess and Win! >> A mix of gamification and progressive profiling, this email rewards those who accurately predict whether the groundhog will see his shadow—like me!—but also gets at whether the subscriber is in a winter or spring state of mind. American Apparel smartly presents appropriate clothing selections on the landing page based on each subscriber’s pick. —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    Blue Nile >> sent 12/2014 >> Your Blue Nile Shopping Cart >> With a high-value holiday shopping cart at stake, Blue Nile responded quickly and smartly with this cart abandonment series. The first email arrived within 24 hours of abandonment and is a straightforward cart reminder. When that fails, they follow up with related product recommendations a day later. The final reminder combines those two elements. A savvy series. —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    TripAdvisor >> sent 11/2014 >> Can you believe it’s been a year? >> Marketers can trigger interventions based on a number of different measures of inactivity. TripAdvisor triggers this email because it’s been a year since I last submitted a review. It’s a simple 4-sentence message that uses pictures to hint that I should review a restaurant, hotel, or attraction. —Melinda Krueger, Senior Marketing Consultant, Salesforce Marketing Cloud

    Marriott >> sent 12/2/14 >> Your Account — A look back at 2014 >> Instead of sending a generic, “one size fits all” end of the year email, Marriott sent this annual activity summary email full of information that’s specific to me. Beyond points earned and redeemed, the email tries to excite me about future travel opportunities and about the chance to earn more loyalty program recognition. —Susan Prater, Senior Marketing Consultant, Salesforce Marketing Cloud

    Tiny Prints >> sent 1/2015 >> $20 Gift! We Missed You Over the Holidays‏ >> Rather than using customer inactivity beyond a certain point to trigger a win-back email, Tiny Prints examined inactivity during the holiday season and sent this segmented email out to all of those subscribers that’s didn’t make a holiday purchase. This is a smart, seasonally relevant twist on win-back emails. —Chad White, Lead Research Analyst, Salesforce Marketing Cloud

    Airbnb >> sent 12/16/14 >> Share season's greetings with your Airbnb hosts! >> Looking to strengthen the personal guest-host relationships of its network, Airbnb enables guests to see a list of the people that have hosted them over the course of the year and easily send them a season’s greeting thank-you message. It’s unique spin on an annual activity summary email that has a great purpose. —Kristina Huffman, Design Practice Lead, Salesforce Marketing Cloud

    Pizza Express >> sent 10/07/14 >> Autumn menu launches today! Try something new with 25% off >> Pizza Express pulls another gem out of the bag, demonstrating yet again how inventive you can be when the images in your emails are disabled. Constructed using table cells and background colors, the hidden waiter serving your new favorite pizza is a great touch, along with the alternative logo made from special characters. —Abul Siddique, Senior Design Consultant, UK, Salesforce Marketing Cloud

    Everlane >> sent 11/28/14 >> This is not a sale >> Similar to Patagonia’s 2011 “Don’t Buy This Jacket” Cyber Monday email, Everlane stands out on Black Friday with an anti-consumerism message. Rather than shutting down their website on Black Friday as they’ve done in the past, this year they’re putting all profits from the day toward improving the lives of the factory workers at one of their Chinese suppliers. —Todd Wilson, Manager, Strategic Services, Salesforce Marketing Cloud

    Pizza Hut >> sent 12/9/14 >> More Pizza. More Toppings. More Free Flavor. >> This is a wonderful, highly visual email that’s easy to scan because of its heavy use of item labeling and short, descriptive section heads. The vertical lines between sections lead your eye down to the next component of ordering a pizza. This email is also very mobile-friendly because of its use of large images and text. —Kristina Huffman, Design Practice Lead, Salesforce Marketing Cloud