The Email Wars

Come on now we all know that black and white is so 2002. What we need to see more of is great colors used to drive the user through the email creative. When you see this email it makes this hotel seem so much more than just a place to lay your head on your next stay. It is selling the experience of travel and the many things you might be able to enjoy.

What some people might immediate feel about this creative though is that it is ALL image based. So little copy that what happens if images are blocked? I agree on this point, but since I did not have my images off nor did I have this coming to an inbox that blocks images I cannot tell you if they had alternate versions set up to render differently in email clients with different settings.

But what I do know is that the visual presentation was enough to make me want to read down to the bottom of the email. It is simple, well organized and easy to navigate. Even the “footer” area with the city names were great links to “save” my scroll and incent me to explore the cities that I travel to often in order to see what might be of interest to me on my next trip.

Why do colors matter to drive action? Well they make us take notice of action. Anne Holland shows us this in a recent test she ran that might help you understand why. I encourage you to try bringing more “life” to your emails and the experience that color brings to action.