Amy Rule

July WOW emails

This month I’ve received many highly targeted emails with great content, interesting design and exciting subject lines. It’s been hard to pick my favourites but after much deliberation here are my top four.




1.  Active In Style

Subject: Time is running out…Have you got yours?

This Active In Style email instantly caught my eye with the attractive colour palette. Purple embodies both the calmness of blue and power of red, a perfect combination for a women’s sports brand.

The animated content throughout the email added a touch of excitement and enhanced my engagement. A visually attractive countdown was used to highlight ‘time is running out’ until customers can purchase tickets for the Get Active event, which smoothly linked back to the message in the subject line and email copy.  The animated GIF at the bottom of the email ensured the competition stood out even though it was the last piece of content I read.

Despite the British weather outside, Active In Style gave me a feeling of summer, making it an even more timely and successful email.

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Subject: ‘Look at me’ accent pieces from £20

Most customers only read the headline of emails. Lucky for MADE their clever and witty ‘The Fresh Prints’ summed up the email’s message perfectly in just three words. The language used was in keeping with the target audience and linked well with the quirky products displayed in the email.

The ‘shop the look’ call to action was used throughout the email, which was clear and direct for those of us who aren’t too imaginative when it comes to interior overhauls!

With video being a preferable way to receive information, this piece of value added content was a great trick, and will lead to increased click through rate and boost traffic to the website.

You can see why this MADE my day when it landed in my inbox.

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3. Benefit

Subject: An EYE opening offer! FREE Roller Lash Mini + shipping!

The subject line of this email had me hooked with the persuasive language and short, snappy message. With Roller Lash being a highly anticipated product for Benefit customers, like me, this offer came as big news!

I love the simplicity of the email, with the product offer being the main focus. Benefit have made it easy to navigate to other areas of their website, and for customers to stay social with the brand.

The model shot and imagery reflected the product perfectly. The hair rolls, voluminous lashes and the tile background created a vintage look and feel. The typeface got in on the curl action too!

Benefit were on a roll with the consistent branding throughout the email, which is important for such a recognisable and must-have makeup brand.

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4. Fiorelli

Subject: Exclusive – 20% off new season! 

Last but by no means least is this stylish piece by Fiorelli, which has to be my favourite out of the four WOW emails. The email screamed chic and elegance, key characteristics the brand aims to be associated with.

The straight talking subject line ispowerful and persuasive with the promise of an exclusive offer and a new season preview. Who needs a better excuse to buy a handbag?

Fiorelli are ahead of the game with the use of more autumnal colours. The deep blue suggests their products are timeless, whilst the slight nautical vibe hints that summer is still alive and sailing.

The minimalist design of the email made it very easy on the eye, only displaying the most important pieces of information for a quicker journey to click through to the website. I was also invited to interact with the brand through trending pieces and style notes, plus the clear social media CTAs – as a fashion follower, I was in heaven!

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