Email Marketing Trends 2015 Smart Insights

Email Trends 2015: A Visual Guide

10 Email marketing experts give their views and examples of the future of email marketing

Author: Dr Dave Chaffey, SmartInsights.com

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© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


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10 Email marketing Experts give their views and recommended examples for the future of email marketing

Contents

Introduction. Email marketing: still worth taking seriously ............... 3How is this guide structured? ................................................................................................4About Smart Insights ............................................................................................................6About the author ...................................................................................................................6About Pure360 - the report Sponsors ...................................................................................7

One. Email Design (Creative) ................................................................8Trend 1. Using simple design styles that work across all devices .........................................9Trend 2. Using animations ..................................................................................................12Trend 3. Using video in email ..............................................................................................14

Two. Targeting to create more contextual emails .............................16Trend 4. Dynamic customization .........................................................................................16Trend 5. Predictive Intelligence ...........................................................................................16

Three. List Growth and management .................................................20Trend 6. More use of pop-up boxes for list growth ..............................................................20Trend 7. Use of social media for growing lists .....................................................................21Trend 8. Changes to use of double opt-in ...........................................................................22

Four. Multichannel integration ............................................................24Trend 9. Real-time email marketing ....................................................................................24Trend 10. Location-specific .................................................................................................26

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IntroductionEmail marketing: still worth taking seriouslyThe aim of this guide is to showcase some of the latest email marketing techniques as deployed by different brands to engage their subscribers. It stays to keep up-to-date with the latest approaches to email marketing techniques given its importance to all types of business.

In 2015 Email can still be considered as one of the top three sales drivers for digital marketing channels. The latest Custora Pulse research1 derived from over 100 million anonymized US shoppers, $40B in e-commerce revenue, and 100+ online retailers shows that email is the second most important channel driving orders.

Email competes with organic and paid search for the main channels driving orders. Email marketing delivers far higher sales volumes than social media (2%) or display (1%). Marketers agree, email marketing remains important. The Smart Insights readers poll shown on the next page asked marketers to select the digital marketing technique which they thought would give their business the biggest commercial benefit in 2015. Big Data/CRM and Marketing Automation including behavioural email marketing were in second and third position behind content marketing.

Given the ongoing importance of Email marketing for customer acquisition and retention in most organisations, understanding the latest email options and techniques is essential for businesses to stay engaging and competitive ‘in the inbox’. But we should take care to get the fundamentals right, says Michael Leander, a regular speaker on Marketing Automation and Email Marketing based in Denmark:

“Rather than focusing on the ever evolving ‘Fancy-Pancys’, organisations aiming to achieve significant results with email marketing, would do well to emphasise on establishing a strong foundation first.

This involves a good strategy, working with a mid-to-longer term perspective, one data repository, a strong content strategy aligned with the interests of the target audience, ability to track and use behavioural and transactional (customer) data, ability to automate certain processes and leverage triggers along with a realistic view on which resources are required to get results. “

1 Custora Ecommerce Pulse

http://www.michaelleander.me/

https://www.custora.com/pulse/home

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How is this guide structured?We selected some of the key trends in email marketing as we see them and then asked email marketing specialists to give examples of these and other trends. To structure the guide we have grouped the trends in 4 areas:

1. CreativeWe start here since many advances in email are enabled by changes to the way emails can now be rendered on email readers on the latest generation of smartphones and tablets.

2. TargetingImproving segmentation and targeting to increase relevance and context for subscribers is a key approach. We look at the latest predictive intelligence approaches.

3. MultichannelAs with other communications, email effectiveness can be boosted when combined with other channels including social media. We showcase some examples in that area.

4. Data integrationEmail marketers are finding new ways to integrate data to create a more dynamic, real time approach to email marketing.

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A Big ‘Thank you’ to our contributorsCreating this report would not have been possible without the generous time of the contributors to give their examples and guidance. Many thanks to all of the email marketing experts from several countries we consulted with to share their opinions of the latest trends.

Matthew Evans, UK, Creative Developer, Pure360.

Bruno Florence , France, Email marketing expert.

Michael Leander, Denmark, Commentator and Speaker.

Kath Pay, UK, Email marketing consultant, trainer and marketing director at cloud.IQ.

Jordie van Rijn, Netherlands, Independent consultant and publisher of Email Monday and Email Vendor Selection.

Elliot Ross, UK, Managing Director of specialist email agency ActionRocket.

Torsten Schwarz, Germany, Email and Marketing Automation Author, Speaker & Consultant who is CEO of Marketing-Boerse.de.

Tim Watson, UK, independent Email consultant at Zettasphere.

Chad White, US, author of “Email Marketing Rules” and Lead Research Analyst at Salesforce Marketing Cloud.

https://www.linkedin.com/pub/matthew-evans/95/5b/681

http://www.Pure360.com

https://www.linkedin.com/in/brunoflorence

http://www.michaelleander.me/

https://uk.linkedin.com/in/kathpay

http://www.cloudiq.com

https://www.linkedin.com/in/jvrijn

http://www.emailmonday.com

http://www.EmailVendorSelection.com

https://www.linkedin.com/in/iamelliot

https://www.xing.com/profile/Torsten_Schwarz

http://www.absolit.de/

http://uk.linkedin.com/in/tawatson

http://www.Zettasphere.com

http://www.linkedin.com/in/chadswhite

http://www.EmailMarketingRules.com

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About Smart InsightsSmart Insights provides actionable marketing resources to help businesses succeed online.

Our Expert members use our planning and management templates, video courses and guides to map, plan and manage their marketing using the RACE Planning framework.

See these 10 reasons why Expert members use our resources

More than 80,000 members use our blog, sample marketing templates and weekly Digital Marketing Essentials newsletter to follow best practices and keep up-to-date with the developments that matter in digital marketing.

Smart Insights Expert member Email marketing advice We have grouped our member resources on our Email marketing hub page. If you’re serious about improving your Email marketing we recommend our in-depth 7 Steps guide to Email marketing which shows how to develop an email strategy and gives tips on making your emails more effective. Other resources for Expert members include:

þ Email marketing effectiveness audit spreadsheet

þ Email campaign calculator spreadsheet

þ Email contact strategy template

About the authorDr Dave Chaffey is CEO and co-founder of digital marketing management advice site Smart Insights. He is author of 5 bestselling books on Ecommerce including Total Email marketing (2003 and 2005) and Digital Marketing: Strategy, Implementation and Practice (5th edition 2012) and was recognised by the Chartered Institute of Marketing in 2004 as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

http://www.smartinsights.com/

https://www.smartinsights.com/membership/expert-member-reasons/

https://www.smartinsights.com/email-marketing/

https://www.smartinsights.com/guides/email-marketing-7-steps-guide


http://www.smartinsights.com/guides/email-marketing-healthcheck/

http://www.smartinsights.com/guides/email-marketing-campaign-calculator/


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About Pure360 - the report Sponsors

Introduction from Abi Jacks, Head of Marketing, Pure360Targeting and personalisation have been among the hottest topics for Marketers to address, for the past few years. What’s positive is that the data challenge behind making this intention a reality for most Marketers, is being addressed by providers in 2015. Marketers now need to embrace this opportunity, utilise the data available and look at how they can make their recipients’ email experience a more relevant one.

Pure360 is an email and digital marketing provider who specialise in helping businesses get the best results from their campaigns. Pure360 work with over 1,000 organisations including brands such as Rightmove, Jet2 and innocent drinks. Our customers stay with us through choice, not contract, and they tell their friends about us – but never their competitors.

We’ll work with you to improve your email and digital marketing results. You’ll get the best from your campaigns without being tied into a long contract, because your success is our success. You’ll get full training, support and regular free advice supported by email and digital marketing software that’s developed in-line with customer feedback.

Pure360 customers have access to the largest UK-based customer support team of all email marketing providers because our whole focus is on improving your results by working together.

Members of the DMA, we’ve recorded a 10% higher open rate for our customers than the DMA average, leading to higher clicks and conversions for your email marketing campaigns.

You can find the team working to improve our customers’ email campaigns, down in Brighton, pop in or give us a call on 0844 586 0001 to discuss how we can help you get excellent results from your email & digital marketing campaigns.

Pure360 – improving results together

http://www.pure360.com/

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OneEmail Design (Creative)With many consumers and business people now reading their emails on smartphone and tablet devices, there has been a major trend to responsive design over the last two to three years. With many emails now designed to be responsive, we don’t rate this itself as a trend for 2015, instead we look at some of the techniques used within responsive email which should be effective across desktop and mobile.

Elliot Ross, Managing Director of specialist email agency ActionRocket advocates the use of Progressive Email Design thinking. He says:

“One thing we have to embrace as marketers is the idea that emails don’t have to look the same in every email client. Instead, we should focus our effort in providing the best experience for the platform the recipient happens to be using. This thinking is key to unlocking things like CSS animation, advanced mobile enhancement and live content. These things don’t work everywhere, but where they do, they significantly enhance the experience – so providing the message is readable everywhere, why not surprise and delight users when we can?”

It’s worth remembering that although many read emails on their mobile devices giving high open rates, the majority of clickthroughs are still from the desktop as this research from Litmus shows2.

2 Litmus: The science of Email clicks

https://www.linkedin.com/in/iamelliot

http://actionrocket.co/

https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing

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Trend 1. Using simple design styles that work across all devicesThe move to responsive email design has encouraged simpler email designs with a focus on context, image and to a lesser extent, text in 2014 and we can expect this to continue into 2015.

Elliot Ross, sees the trend this way:

“In 2014 we saw a movement towards more straightforward messaging, cutting down on complex design elements and long-form copy. This is largely in response to both smaller screens on mobile devices, and increasing challenges around actually getting users’ attention. In 2015 smarter marketers will ensure their copywriters and design teams are focusing on things like content hierarchy and the experience for the inbox user”.

Interestingly, he compares the approach retailers used in 2014 compared to 2013 in seasonal promotions. He comments that in 2014 we saw a movement towards more straightfor-ward messaging, cutting down on complex design elements and long-form copy which this example with ‘cards’ for different products shows. This is largely in response to both smaller screens on mobile devices, and increasing challenges around actually getting users’ attention.

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Elliot rightly has a mini-rant against out-moded “best-practice” ideas – he says:

“We need to get past out-dated ideas like cramming content into ‘the fold’ and realise that users are quite happy scrolling as long as they’re engaged. In 2015 smarter marketers will ensure their copywriters and design teams are focusing on things like content hierarchy and the experience for the inbox user”.

Web template design sites, of which Envato/Themeforest3 is amongst the best known often illustrate cutting edge use of technical styling techniques for responsive design. Although the visual design is typically basic, the designers of the most popular themes are technically competent at producing designs which are versatile since they may be deployed thousands of times. Here’s a simple retail example.

3 Themeforest email template examples

http://themeforest.net/search?WT.ac=hub_search&term=email+template=

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Matthew Evans, creative email designer at Pure360, recommends considering these issues to avoid going for the lowest common denominator approach caused by ‘old school’ email readers:

þ On Outlook: Be confident and don’t restrict you design because of the issues with images displaying in Outlook. Instead, have a back up plan for when images don’t render in Outlook. For example, code big headline banners so when the image doesn’t show in Outlook it has a colour and text back up option.

þ On Font support. Aim to use standard company brand fonts with solid font stacks as a strong back up option and give you control of the fonts that are displayed on every browser and device.

þ On reducing clutter and distractions. We’re seeing more focus on the call-to-action of the email, particularly above the fold, by removing social buttons and other header links which tend to get a relatively low response.

Elliot Ross, sees a move to a design approach of Modular Templates to deliver the best experience possible. He says:

“With mainstream takeup of mobile devices, I think most brands have got past the ‘do we need to support mobile?’ question – but this year it’d be great to see brands really work into their process to get the most benefit from new templates. Smart developers are already looking at things like modular design and hybrid coding for all mobile devices”.

Trend 2. Using animationsAnimated Gifs are a well-established approach for engaging readers amongst more advanced email marketers, particularly at retailers. This approach has potentially become more effective with more email readers now downloading images by default.

Email marketing consultant and marketing director at cloud.IQ, Kath Pay explains:

“Animated Gifs are a great way to capture the readers attention. Email has been traditionally a static channel, but by using animated gifs and cinemagraphs you can now provide a vibrant, live email that engages the audience. These can be quite powerful, especially if they need to support the Main objective or Call-to-action of the email as seen in this example”.

In this example from Litmus4 the first frame is still effective on email readers which don’t support animated .gifs.

4 Litmus: A guide to Animated GIFs in email

http://www.cloudiq.com

https://uk.linkedin.com/in/kathpay

https://litmus.com/blog/a-guide-to-animated-gifs-in-email

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In the next example, Dell lifted its revenue by 109% by showing the full features of the laptop in this animated gif5. Many thanks to Kath Pay for sharing these examples she has collated through the year for her training classes and presentations.

The following example from Fotolia created by Alchemyworx6 uses animation as well as CSS effects. Readers can hover over the images to display information about each category of picture.

5 Marketing Sherpa6 Alchemy Worx

http://www.marketingsherpa.com/article/case-study/gif-centric-email-campaign

http://preview01.alchemyworx.com/2014/fotolia/fotolia_p15987_Conversion4/_html/UK/client_supplied_fotolia_p15987_Conversion4_v1_red.html

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Trend 3. Using video in emailHTML5 now enables videos to play within email rather than relying on a click through to play in a web browser. However this ability hasn’t been enabled within all email clients. Kath Pay advises:

“By using media queries you need to ensure that you offer a video-animated gif or static gif if the email client isn’t HTML5 video enabled. For example, this email7 received 1.25 million views with 38.9% of the audience receiving full video with audio in the email whilst 45.6% receiving an animated .GIF or animated .PNG silent video”.

7 Liveclicker example

http://www.liveclickerdocs.com/resources/ee/6/gameofthrones.html

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TwoTargeting to create more contextual emailsAlthough, as email marketers, we get excited by design style and trends, the reality is that it is relevance basd on the sophistication of targeting which will have the biggest impact on response to our emails. Although targeting approaches based on different customer profiles and interactions are well established, in this section we look at examples of more dynamic targeting using a range of data sources to create emails which are more in the context of subscriber interests.

Trend 4. Dynamic customizationUsing dynamic content insertion to tailor content is an established approach. We’re now seeing more examples taking integration of different data sources to the next level. For example, in this complex B2B example presented by Harriet Mitchell of RS Components at the 2014 Smart Insights Digital Impact conference shows how a newsletter can be tailored according to rules using many different data sources.

Trend 5. Predictive IntelligencePredictive intelligence involves applying propensity models to identify the combination of content and offers to most likely to generate a response. It’s a more advanced approach to the similar concept of “Next Best Product” used by retailers to recommend products based on previous purchases.

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Email consultant Jordie van Rijn of Email Monday and Email Vendor Selection explains:

“I’m seeing more use of predictive intelligence to suggest offers and content based off of a combination of profile and interests and behaviours within segments. When linked with external data that can be very powerful.

This functionality was typically implemented in third-party systems, but middleware solutions and sometimes is now being offered as a core feature within email and marketing automation tools.

In this example8 Booking.com shows three destinations and the likeliness that the subscriber will be traveling to them, giving us a peek at the predictive models that normally would only be seen behind the screens.

8 Email examples: Booking.com

https://www.linkedin.com/in/jvrijn

http://www.emailmonday.com

http://www.EmailVendorSelection.com

http://www.emailnewsletterexamples.com/email-gallery/booking-com-predicts-travel-destination

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Chad White, author of Email Marketing Rules also sees “Predictive intelligence” as part of a major trend. He says:

“Creating more relevant, one-to-one communications is a key strategic imperative for all email marketers, and predictive intelligence is a great complement to other personaliza-tion, automation, and segmentation efforts. Plus, it really moves the needle on email marketing revenue in a pretty significant way.

“It’s a great way of harnessing Big Data to inject personalized recommendations into your emails—particularly, your transactional, cart abandonment, and browse abandonment emails. Powered by analytical insights into individual and group behavioral patterns, predictive intelligence enables dynamic content offers to be the most relevant to maximize response”.

In another example9, P&O tailor content in a template shown below based on Route, Direction of Travel, Language, Currency, Party Type – Families, Adult Groups, Couples, Ship Name, Departure / Arrival Details, Extras Booked and Previous responses to Customer Survey. Any special offers used within the activity are driven by propensity models to determine the most relevant offer / promotion for which products should be presented to who based on customer value.

At a simpler level, open to all without the need for predictive models, look at this example from Evans Cycles where they are encouraging their customers who have bought bikes about other categories. A simple starting point to recommending the “Next Best Product”.

9 Apteco: P&O Ferries case example

www.linkedin.com/in/chadswhite

http://www.apteco.com/our-clients/case-studies/r-cubed-po-ferries-2014

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ThreeList Growth and managementWe saw at the start of this report that email marketing is one of the most important channels to drive sales revenue. Given this it makes sense to focus time on increasing the range of methods used to get opt-in. This example10 from Email consultant Tim Watson of Zettasphere shows the range of opt-in choices that are available. In this section we consider examples of the trends in this area of list growth.

Trend 6. More use of pop-up boxes for list growthIn another article on Smart Insights11 by Kath Pay shows many examples of the trend to increased use of Pop-ups to grow lists. Here’s one example – incentivized to link to sale too.

10 Smart Insights: Lucky Voice example11 Smart Insights: Growing your subscriber list with pop-ups and lightboxes

http://uk.linkedin.com/in/tawatson

http://www.Zettasphere.com

http://www.smartinsights.com/email-marketing/email-list-management-ecrm/list-growth/

http://www.smartinsights.com/email-marketing/email-list-management-ecrm/popovers-and-lightboxes/

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Trend 7. Use of social media for growing listsAs the major social media platform by volume of users, it’s worth looking at how to grow your list using Facebook. But take care, you will need to keep up-to-date with the latest promotion guidelines on Facebook. For inspiration see these campaign ideas showing how Facebook was used to grow lists12.

On Twitter, Twitter cards enable marketers to obtain basic lead capture information such as Twitter handle, email and name directly in the tweet without having to leave the platform.

Here’s a tasty example of a multichannel campaign from a Pure360 client that prompts coupon redemption and prompts list growth. This prompt to try a new flavour was promoted across all digital channels including email, Facebook, Twitter and video on demand. It featured a redemption rate of 20% across all digital channels in comparison to an industry average of 3%.

12 Jeff Bullas: 10 Facebook Contests that Captured 10,000 Emails

http://www.jeffbullas.com/2014/06/20/10-facebook-contests-captured-10000-emails/

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Trend 8. Changes to use of double opt-inChad White describes another method he recommends to support list growth: “blank email double opt-in.” This new opt-in method allows a person to opt into a brand’s email program by sending a blank email to a particular email address. When someone does that, it triggers an opt-in confirmation request email that asks the person to activate their subscription by clicking on a link in the email. Chad says:

“What I love about this opt-in method is that (1) it eliminates malicious signups where someone puts in someone else’s email address; (2) it eliminates the risk of hitting a typo spamtrap because a would-be subscriber can only misspell the brand’s email address, not their own; (3) it’s slightly easier than signing up for email via SMS because it requires fewer keystrokes; and (4) it keeps the email signup process entirely within the inbox, which simplifies the process and increases opt-in confirmations”.

Although we have focused on list growth in this section, it’s worth remembering that list quality is just as important since an inactive list may have delivery problems if there are few responses to mails because of inactive users that Dela Quist of Alchemyworx described as the “Emotionally unsubscribed”. Torsten Schwarz A German Email and Marketing Automation Author, Speaker & Consultant who is CEO of Marketing-Boerse.de expects to see email clients penalising email marketers who don’t have engaging emails and engaged subscribers. He comments:

“New inbox systems will make use of algorithms to filter out emails which are not relevant. One of the factors of such an algorithm could be the list quality: If emails are sent to people who are not interested in the content, these senders get a lower score. Most emails are neither read nor clicked. Companies should try to keep the percentage of inactive users low. Reactivation programs and list cleansing might get more important in the future”.

https://www.xing.com/profile/Torsten_Schwarz

http://www.absolit.de/

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FourMultichannel integrationTorsten Schwarz sees more sophisticated approaches to deliver relevant emails based on data collected across channels. He explains:

“Yes, dynamic customization and predictive intelligence are the ultimate goal. Both are easy to attain if you have a wide choice of suitable content and enough data on your recipients (and if the data pools are connected). If these conditions are not fulfilled, it is no excuse for getting around targeting. As an alternative to big data, a marketing manager is needed, who knows both the company’s products and the customer’s needs. Personas represent a group of customers with similar needs. The marketing manager as a human being decides which combination of content suits best for the different personas. This sounds old-fashioned but is better in order to achieve long term loyalty. Only if the variety of both content and audience is too complex for a human being to overlook, automated systems with big data are stronger”.

Trend 9. Real-time email marketingReal-time marketing is a marketing concept that has been applied for several years as part of online PR and the move to greater use of “Always-On Marketing”, as explained for example by David Meerman-Scott and this article13 by commentator Katy Howell of agency Immediate Future.

With improved integration of data about how customers interact with product and content online and email databases, more relevant merchandising can be provided through email. In 2014 we saw more email system vendors and consultants recommending this approach to deliver more contextual emails.

Here’s a retail example from France provided by Email marketing expert Bruno Florence which shows how real-time merchandising which is commonly delivered through web commerce management can also be delivered by email when systems are integrated, Bruno explains:

“This email from Laredoute combine dynamic customization and trigger marketing. This email is triggered daily (D) in the morning after a deep or long visit (D-1) on Web pages of a set of specific theme. This email retargeting client is in the top 5 of automatic campaign for the revenue. Its content mixes most viewed products by the client or most viewed product by category, best sale item or best rated product.

13 Smart Insights: Benefits of Real Time marketing

https://www.linkedin.com/in/brunoflorence

http://www.smartinsights.com/online-pr/real-time-marketing-online-pr/benefits-real-time-marketing/

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Time-limited offers can also be shown through timers or tickers. The example on the next page and these others14 shows the use of countdowns which are known to work well on websites.

14 Source: Real Time Email

http://www.realtime.email/examples/

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However, Tim Watson, consultant at Zettasphere, doesn’t see this as particularly ground-breaking.

“I’m not seeing a big trend to putting in real time timers and the like. I’ve seen some brands try them, they’re kind of novel and worth playing with from time to time but I don’t count is as big news. Real time relevant content, such as products, using live images and based on geography or profile is more beneficial – but that just comes back the original point, its not more creative emails, its more relevant email”.

Trend 10. Location-specificIn their Simpler Marketing guide Pure360 say:

“Location demographics allows you to refer to events, landmarks or stores which are most relevant to a specific segment of users. As well as being highly relevant to users this can also help to drive footfall to your offline stores”.

Here is an example for a new store opening.

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Trend 11. Integrating different systemsSending Abandoned Shopping Carts emails is a common practice amongst retailers. Integrating these reminders into the newsletter is a less common approach, since it is technically more difficult to integrate this type of data. This example from eBags shows a more integrated experience with “Your Cart” integrated into the newsletter.

Commentator Jordie van Rijn comments:

“I’m hoping that more senders will pick up this nifty technique, why not integrate the “you left something in your basket” into the normal newsletter?

For more about what others are saying about email in 2015, is in this overview about the future of email marketing.

Integrating promotional codes into emails are another example of integration encouraging multichannel sales.

http://www.emailmonday.com/the-future-of-email-marketing-now

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Further examples and resourcesWe hope you have found the examples and techniques in this report interesting and inspiring!

Do let us know any comments to @SmartInsights or https://www.facebook.com/smartinsights. In the meantime, here are some further resources to take your email marketing to the next level.

Smart Insights Expert member Email marketing advice We have grouped our member resources on our Email marketing hub page. If you’re serious about improving your Email marketing we recommend our in-depth 7 Steps guide to Email marketing which shows how to develop an email strategy and gives tips on making your emails more effective. Other resources for Expert members include:

þ Email marketing effectiveness audit spreadsheet

þ Email campaign calculator spreadsheet

þ Email contact strategy template

Pure360 Resources þ Simplified series of best practice guides

þ Case studies

þ Articles

Example galleries of real-time emails þ Real Time Email example

þ Movable Ink Examples

þ Live currency and weather

þ Email newsletter examples

þ Pure360 Email Examples Pinterest board

þ Really Good Emails

http://www.twitter.com/SmartInsights

https://www.facebook.com/smartinsights

https://www.facebook.com/smartinsights

https://www.smartinsights.com/email-marketing/



http://www.smartinsights.com/guides/email-marketing-healthcheck/



http://www.pure360.com/whitepapers

http://www.pure360.com/email/customer-success

http://www.pure360.com/articles

http://www.realtime.email/examples/

https://movableink.com/gallery

http://kickdynamic.com/portfolio-item/thomas-cook/

http://www.emailnewsletterexamples.com/

https://uk.pinterest.com/pure360/:

http://reallygoodemails.com/

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