Here are three charity emails that were sent in Autumn which we particularly liked. There’s a growing trend of people opening their emails on their smart phones on a daily basis; we think the examples from Charity: Water and World Vision respond really well and look great on smaller screens. We’ve also included an interesting newsletter email from Youthwork Magazine.
An appeal email, designed for desktop and mobile
Charity: Water – Extend your thanksgiving table 8,000 miles
This first example from Charity: Water is a well-designed responsive email. Quite often with responsive email templates you have to hide certain elements in the email to fit a smaller screen. No problems here, the email retains 100% of its function and readability and works perfectly on both desktop and mobile.
- A neutral colour palette means that the text is easy to read in the images and body of the email.
- We like the metaphor of ‘extending your table’ – it brings the issue closer to home for the reader.
- We love the vibrant hero image of the girl holding some water, and how this blends into the blue header image.
- The call to action is clear and specific; donate a filter and give access to filtered water. The recipient knows exactly what the click will achieve.
- The copy explains the specific benefits of a donation.
- The email responds well to mobile displays; the images shrink to fit a smaller screen, while the text remains perfectly readable. The call to action button is still clear and striking.
An effective emergency appeal email:
World Vision – Philippines Typhoon Appeal
- The use of orange and chevrons achieve an ‘emergency’ feel, whilst being congruent with the brand of World Vision.
- The hero image provides a clear context of the situation in the Philippines and how World Vision are helping.
- The ‘Donate Now’ call to action button is hard to miss; the chevrons in the background increase it’s urgency and bring it to the forefront of the email.
- The story of Janine, a Typhoon survivor gives us an idea of the impact the Typhoon had on individual lives. This connects to the reader on a human level.
- The money handle built in to the template suggests a fixed amount that recipients can donate – and the benefits that will bring.
- The mobile version of the email retains it’s effectiveness; the images, donate button and overall shape of the email are in no way compromised
A newsletter for the youth
Youthwork – Monthly magazine
- We like the stripped-back design and white space around each story, with the black call to action buttons and logo contrasting well against the white background.
- The mix of photos and illustrations help highlight the variety of posts in the email.
- We have 4 stories, all using different layouts – this serves to break up the content so its easier to digest.
- The copy is well written; the feature on cyber self-harm being told as a story narrative makes it much easier for a reader to empathise with.
- We feel that the call to action buttons could be improved with arrows and better artistic rendering. Email testing could then be used to decide which kind of button has a higher click-through rate.
Which email do you like the most? Leave us your comments, whether you loved or hated them we’d really appreciate your feedback.