Welcome to MAKE IT POP!: The 'Ah-ness' of Email

I’m sometimes asked what it is that inspires me to focus on email creative specifically. Why attempt to perfect an ephemeral digital communication that most all recipients eventually delete?

There’s a Japanese term—mono no aware—that describes beauty as the awareness of the transience of things. It’s also referred to as the “ah-ness” of things, the “ah!”s marking passing moments of instinctual feeling. These are the “ah!”s of a baby’s first words, random acts of kindness and falling autumn leaves.

I like to think of every email as an opportunity to evoke an “ah!” While we can probably count the number folks who actually save our work forever on one hand (Chad White and I being two of the five), each email we send holds within it the chance to surprise and delight potentially millions of recipients, even if for just a moment. I think that’s brilliant.

For my first EEC blog post, I’d like to share a couple of these email “ah!”s with you. This fall, Kate Spade has been sending out the sweetest little inbox haikus. Enjoy!

From: katespade.com
Subject Line: key shoes for fall
Date: Tuesday, September 25, 2007

From: katespade.com
Subject Line: dress up for fall
Date: Tuesday, October 9, 2007

Until next week,
Lisa Harmon

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