2016_LookBook

1Shaw + Scott | Evolving the Inbox: 2016 Lookbook


Welcome to the 2016 Shaw + Scott Lookbook. Each year we’re more excited than the last to showcase the best and brightest examples of digital marketing at its finest and most innovative—and this year is no exception.

As access to information continues to rise, so do customer expectations for a personalized, unified brand experience. We’re given an exciting opportunity to create more meaningful connections with our customers—experiences that command attention and increase engagement by spanning across touchpoints, and meeting people where they are in their busy lives.

Adopting a customer-first mindset that combines the art and science of engagement is no simple task. Our team of passionate experts has carefully selected examples of industry stand-outs—each highlighting a different aspect of how truly great, customer-focused campaigns can activate, surprise and delight.

Scroll through these pages to explore each brand’s story. We hope you find them as inspiring as we do.

Lynn BausVP, Digital Experience, Shaw + Scott

A Letter from our VP of Digital Experience


Table of Contents

Mobile Front and Center

Making Moves with Location-Based Marketing

Omni-Channel Orchestration: The New Norm

Getting Personal(ized) with Targeted Marketing

Telling a Story: Creative Content Marketing

Just Because

Pages 4 – 7

Pages 8 – 11

Pages 12 – 13

Pages 14 – 17

Pages 18 – 21

Pages 22 – 29


Progressive enhancements have become the gold standard in email design—and this slickly effective campaign from Everlane shows precisely why. If the recipient’s device supports the enhancements, they’ll see a carousel rotating through crisp, clear images of the brand’s striped shirt taken at different angles, with and without a model—about the closest thing you can get to cozying up with it in real life—and a direct “Add to Bag” button. If a recipient’s device doesn’t support the enhancements, they’ll still get a beautiful email with prominent “Add to Bag” buttons. Simple and effortless.

Everlane

DID YOU KNOW?Mobile digital media time is now significantly higher at 65% compared to desktop at 35%.comScore, “2016 US Cross-Platform Future in Focus,” April 2016

65%



Zola’s emails instantly appeal to customers with gorgeous design and witty copy explaining the benefits of using this amazing resource to manage all things wedding registry. Even better? Everything’s designed with mobile in mind, so family and friends can browse and purchase wedding gifts easily, and the lucky couple gets a text when they receive a new gift. We say “I do” to this savvy campaign…

Zola

DID YOU KNOW?Mobile engagement behavior will drive mobile commerce revenue to 45% of digital commerce revenue by 2020.BI Intelligence and DigiDay, “Where Mobile Commerce is Going in 2016,” January 2016

45%



Who says talking about the weather is dull? As location-based technology evolves, food delivery service Grubhub has incorporated weather forecasts to send this brilliantly simple email urging customers to stay dry by ordering in. Sent at the right time—a rainy Friday night when you’d love a hot meal at your doorstep, anyone?—this targeted message is destined for deliciously high conversion rates.

Grubhub

DID YOU KNOW?Geo-targeting improves click-through rate performance by two times.Source: LSA Insights database, February 2015

2x



Taking geo-fencing ads to the next level, Target’s mobile app offers their customers in-store updates as they shop—serving up coupons, deals and product recommendations based on where shoppers are in the store. Complete with simple yet effective copy, compelling calls to action and a sleek pop-up design, this one makes for an artful alternative to clipping coupons.

Target

DID YOU KNOW?Location-targeted mobile ad revenues are expected to grow 33% YOY from $8.5 billion in 2015 to $11.3 billion in 2016.Source: BIA/Kelsey, “BIA/Kelsey’s U.S. Local Advertising Forecast for 2016,” November 2015

33%



Banana Republic understands that today’s customer journeys seamlessly across devices and channels. This ingenious campaign lets customers connect shopping carts across devices, allowing them to browse, get abandoned cart reminders, and choose to purchase an item virtually or place it on hold at a nearby store. But it doesn’t stop there—once a customer makes a purchase, the brand circles back with a product review request, and a reminder about free returns. Meeting your busy, on-the-go audience where they are, and keeping them engaged—now that’s what we call customer service.

Banana Republic

DID YOU KNOW?Almost four in ten retail transactions occurred across multiple devices or channels. Source: Criteo, “State of Mobile Commerce,” December 2015

4 10/

Omni-Channel Orchestration: The New Norm


Alaska Airlines’ innovative win-back program ditched the traditional one-size-fits-all approach for a campaign that’s highly personalized. This lifecycle-based email series mined consumer data to create six customer personas based on booking behavior, email engagement, and mileage plan activity, then targeted each segment with individualized messaging, visuals and calls to action. This thoughtful approach not only drives engagement, but shows passengers that Alaska takes the time to get to know them.

Alaska Airlines

DID YOU KNOW?Happy and loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer.Temkin, “2016 Temkin Experience Ratings,” 2016



Nordstrom takes their stellar customer service reputation to new heights with this series of personalization campaigns. Post-purchase emails recommend getting clothing tailored for a better fit, and customized product recommendations based on browse and purchase data act as a fabulous virtual stylist for busy customers shopping online.

Nordstrom

DID YOU KNOW?86% of marketers using data-driven personalization reported a revenue lift and expect increased user engagement, better user experiences, and increased lead generation.Researchscape International and Evergage, “2016 Trends in Personalization Survey Report,” 2016

86%



We love how Harry & David thinks outside the inbox when it comes to email marketing. By leveraging content from their blog and Pinterest board, the gourmet food retailer offers thoughtful branded messaging that helps inform their customers without feeling promotional. This email draws viewers in with visually stunning photography and copy that makes everyone’s mouth water—a perfect pairing to be sure.

Harry & David

DID YOU KNOW?74% of companies indicate that content marketing improves their lead quality and quantity.Source: Dragon Search Marketing, 2013

74%



When cult brand icons LEGO and Star Wars join forces, sparks are sure to fly. LEGO harnesses customer excitement about this dynamic duo partnership by distributing fun, creative, multi-channel content in a seamless virtuous cycle. As this email announced the long-awaited launch of the Force Awakens collection, LEGO created even more buzz on their website by posting videos of classic Star Wars movie scenes, all re-enacted with the brand’s toy sets. As if that wasn’t enough, the collaboration culminated in a microsite featuring videos, galleries, games and other activities to keep fans engaged. The content marketing force is strong in this campaign.

LEGO

DID YOU KNOW?56% of CMOs surveyed say enriched content and digital interactions produce higher response and engagement rates.CMO Council, “Brand Attraction from Enriched Interaction,” August 2015

56%



Making travel booking emails feel fresh and new can be quite the challenge—but Virgin America nails it with this game-changing “Bid to Upgrade” campaign. Taking its cue from online travel bidding sites, this email invites passengers to make an offer for a first-class upgrade. The recipient’s flight details are included for a personalized touch, along with the perks of upgrading cleanly displayed in the right rail. Being able to bid makes for a fun, refreshing twist on flying.

Virgin America

DID YOU KNOW?61% of business travelers prefer offers targeted to locationand action, and most delete or unsubscribe from irrelevant travel offers.Source: Boxever, “The Grounded by Untargeted Marketing Report,” August 2015

61%

Just Because

24Shaw + Scott | Evolving the Inbox: 2016 Lookbook 24

When it comes to email marketing, establishing a relationship with your customer takes care and creativity. In this well-designed onboarding series, pet care service Rover provides great information in digestible bites (plus a little bit of bark) to help potential customers learn about its unique brand benefits. Testimonials from their social media channels and geo-targeted reviews make the campaign feel all the more personal.

Rover

DID YOU KNOW?Personalized emails improve click-through rates by an average of 14% and conversion rates by 10%.Aberdeen Group, “Email Marketing: Get Personal With Your Customers,” April 201510 %+

14 %+

Just Because


In a clever spin on the run-of-the-mill promotional email, Modcloth’s surprise-and-delight campaign does double duty—combining an oh-so-covetable swag bag offer with a social media push. With simple yet whimsical creative that conveys plenty of intrigue and loads of fun freebies, customers are bound to click through. Post-launch, this savvy online retailer saw a huge lift in sales and Instagram followers—multitasking at its finest.

ModCloth

DID YOU KNOW?Instagram is rated #1 app of all time for brand social engagement.Forrester Research Blog, “How Does Your Brand Stack Up on Facebook, Twitter, and Instagram?” September, 20151#

Just Because


The queen of sleek, dark and sultry looks takes a new creative direction in this ultra-bright email. Instead of featuring photography shot with mood lighting against a dark backdrop, this campaign speaks to the brand’s fresh new look with a colorful dress-clad model striking a pose on a sun-drenched beach. Streamlined copy, simple calls to action, and beautiful outfits laid out in a lookbook fashion complete this mobile-optimized email, bringing maximum impact to compel customer engagement. Color us impressed.

bebe

DID YOU KNOW?Colored visuals increase people’s willingness to read a piece of content by 80%.Xerox, “20 Ways to Share the Color Knowledge,” 2015

80%

Just Because


Not all of the examples of outstanding email herein are the work of Shaw + Scott. Rather this collection is a sampling of many people’s work, intended to showcase the best of of email design and future of digital strategy.

Shaw + Scott is a digital communications agency with a passion for customer relationship marketing. We specialize in strategic, creative and technical solutions to help define, craft and support your email, mobile, social and web campaigns—all tailored to your brand, marketing objectives, and production realities.

shawscott.com

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