Creativity in email marketing

Creativity in the marketing sector is a determining factor in order to stand out from the competition and make an impact on the user. We are used to finding high doses of creativity in traditional channels and now also on the internet. Perhaps the medium that most relies on the creative and storytelling formula is traditionally television, but we cannot forget the multiplier effect of the impact of applying creativity to our messages through any medium. Well-directed creativity also helps to build powerful branding and to strengthen the brand's presence in consumers' memories.
It is difficult to find emails with a strong creative component, and even more so, focused on the possibilities and characteristics of this particular channel. The most common is to find traditional media oriented campaigns that adapt without much meditation to email. But when a message is designed especially for this channel or is adapted in an elaborate and consistent way, we find ourselves with gems that are practically impossible not to open and, on occasions, share. If in traditional media the strategic objective of creativity is impact and recall, 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 it in a consistent and goal-oriented way: Increase the open rate, increase the Click To Open, boost conversion, promote the spread of the message (viralisation), etc.
And as 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 net, that stand out for their way of applying creativity:
Vueling uses a character who is present in everyone's memory and who inevitably attracts us.

Dropbox shows us that it is not necessary to get too complicated to take advantage of the potential of creativity. One of the emails where a good creative concept can make a difference is the "abandonment of the service", and it is perhaps in which we see more often 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 bring a touch of humour and capture the user's attention.

 
Desigual. Look at the creative way of integrating the GIF format in this email from Desigual.
Subject: Alejandra, pack your bags, we are leaving...


Brooks Brothers, takes advantage of the peculiarities of interaction with mobile environments to impact us with this scroll.

FutureCare uses the "image-free" version of our email to make a visual impact (even more so than with downloaded images).

 
This resource is also used by PizzaExpress.

And finally we leave you with an example that we particularly like. Litmus has already shown us very creative ways to design the image-free version of our emails.including the above. But this case that we share below plays, not only with the limitation of "downloading images", but also with a concept that takes advantage of this aspect, which a priori is an obstacle to communication, and turns it into a creative resource.

Which emails have caught your attention lately?