With so many consumers reading email on mobile devices, we're seeing more retail brands design email creative and copy to engage consumers on-the-go and drive in-store shopping.
I recently received this email from the Gap:
I happened to open it from my desktop rather than from my mobile device originally, which was a less-than-stunning creative experience, especially compared with this HTML email from Gap:
What's impressive, though, is that the first email's message highlights something of interest to in-store shoppers in particular - an in-store-only sale - while the second message promotes something that could appeal to the online shopper as well. Therefore, Gap not only shows consideration of the rise in mobile email opens but also that they can choose which messages could make a bigger impact in pared-down, mobile-optimized format.
Banana Republic also uses email to promote an in-store-only sale. They use an HTML email rather than text, and they take the extra step of including a barcode, which would enable Banana Republic to track the effectiveness of their email in driving in-store purchases.
For some ideas about optimizing mobile email for in-store holiday shopping, check out Wacarra Yeomans' recent Email Insider article.