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  • June 27, 2013

Moved to Shop: Animation in Sale Messaging

It’s summer, and you know what that means: tan models in all your emails and sale messages in the inbox! Whether it’s due to people’s sun-induced generosity or the lack of any big shopping holidays, summer is a very popular time to drop prices and push people to shop “just because.” But how to stand out in a sea full of sale emails? How about a fun animation?

Last week, I linked to Angela’s great blog post about animation in the inbox. This week, we’ll touch on a couple of ways that top retailers are using animation to add interest to off-price messages. The thing I love about these examples is they demonstrate perfectly how you can use animation in multiple ways to great success. Click on the links to see the animations in action.

First up is Brooklyn Industries, whose rotating purse gif nicely demonstrates the wide selection of merchandise on sale. What a smart design: the gif lets all the featured products share the spotlight. There’s no fussy product grid and no need to get the user to scroll.

Brooklyn Industries, 6/25 -- Flash Sale! 30% Off Select Bags: Two Days Only


But the hero isn’t the only place that a smart animation can shine. This Anthropologie email uses pretty, subtle animations to add interest to a sale message in the right rail. The result is a nicely balanced email that draws the eye to the sale message without distracting too much from the hero.

Anthropologie, 6/24 -- The coolest crop | Tag SALE


Finally, we have this neat email from Ann Taylor. The animation here—a cascade of “sales” that pile up at the bottom of the hero like confetti—is just for fun. Not everyone is a fan of non-utilitarian animations, but I like them. When they’re well done, they make your email memorable. And if a user can’t see them, it’s ok—they’re not load-bearing animations, so your message still comes through loud and clear. 

Ann Taylor, 6/25 -- SEMI-ANNUAL Sale Is Here! NOW Up To 60% Off 100s Of NEW Styles      

 What’s your take on animation in the inbox? Lay it on me in the comments. And for more tips on making sure your email gets seen by the right customers, check out Ani Mkrtschjan’s great blog post, “3 reasons why your e-newsletter is getting ignored.”

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