It is difficult to find emails with a powerful creative component, and even more so, focused on the possibilities and characteristics of this specific channel. The most common thing is to find campaigns aimed at traditional media that adapt without much thought to email. But when a message is designed especially for this channel or is adapted in an elaborate and consistent way, we find gems that are practically impossible not to open and sometimes share. If in traditional media the strategic objective of creativity is impact and memory, in online media a new possibility opens up: virality.
In the specific case of email marketing, we can apply creativity in different ways, but always doing so in a consistent and objective-oriented manner: Increase the opening rate, increase the Click To Open, boost conversion, encourage the spread of the message (viralization), etc.
And since one of the bases for boosting creativity is inspiration, here are some messages that we have found in our inbox, or that we have discovered on the Internet, which stand out for their way of applying creativity:
Vueling uses a character present in everyone's memory and that inevitably attracts us. Dropbox shows us that it is not necessary to complicate things too much to take advantage of the potential of creativity. One of the emails where a good creative concept can make the difference is the "abandonment of service" email, and it is perhaps the one in which we most often see this extra effort to impact the user in a creative way. In this type of email, we want to reach an inactive user who shows little interest. Dropbox, with a simple illustration and informal copy, manages to add a touch of humor and capture the user's attention. Uneven . Look at the creative way in which the GIF format is integrated in this Desigual email. Subject: Alejandra, pack your bags before we leave… Brooks Brothers takes advantage of the peculiarities of interaction with mobile environments to impact us with this scroll. FutureCare uses the “image-less” version of our email to impact us visually (even more than with downloaded images) . PizzaExpress also uses this resource. And finally, we leave you with an example that we particularly like.
