David Baker’s piece on Zero-Calorie Email is refreshing in the thick of the holiday season, when retailers experience difficulty building slim (even coherent) campaigns. David defined “zero-calorie email” as “a reduced version of the original, with only the necessary things you really need and want.” This potential for economy, efficiency—even poetry—is a virtue of email that makes it not only an effective communication channel, but also an engaging form of creative work. I challenge email designers and copywriters to continually strive to find that just-right place where—ah!—form and function meet: where every image, every word, has meaning.
Below I feature recent holiday campaigns from Piperlime, crewcuts, Apple and CB2 that manage not only to stay streamlined but also to achieve a certain level of eloquence—a synthesis of season, text and imagery bordering on an art form.
Please share your favorite “zero-calorie emails” with the eec community!
From one Diet Coke-lover to another,
Subject Line: Get free shipping and free returns.
Date: Monday, Nov. 26, 2007
Subject Line: good night (and free shipping)
Date: Saturday, Dec. 1, 2007
Subject Line: Give a gift that’s music to their ears. iPod.
Date: Monday, Dec. 3, 2007
Subject Line: mod modern ornaments from 1.95
Date: Tuesday, Dec. 4, 2007