OSIM is Asia's leading brand in healthy lifestyle products, and a user of Blink Campaign. Active8 (the fellas behind Blink Campaign) has previously been supporting them in the design and delivery of their email campaigns, until we've decided to focus more on delivery while OSIM took their design requirements in-house around 2 years ago.
OSIM's online campaigns have improved tremendously, comparatively when they first started out about 3 - 4 years ago. A recent campaign of theirs really caught my eye:
OSIM's online campaigns have improved tremendously, comparatively when they first started out about 3 - 4 years ago. A recent campaign of theirs really caught my eye:
1. Branding
As with all their email campaigns, they've got their standard branding and logo at the top left of the email. Its clean and non-intrusive. My only suggestion for improvement here would be to have the logo a tad bigger.
2. Campaign branding
OSIM created a custom logo for their "Asia No.1" campaign, which is also included in this email. This is in line with their celebration for coming up No.1 in a recent independent survey as the top brand for healthy lifestyle products. Though its great that they included it in this email campaign, I would've preferred if this logo took center stage, in place of the usual corporate logo (seeing as this particular email was the "Asia No.1" campaign specific), and shift the corporate logo to the right, smaller above the tabbed navigation buttons.
3. Navigation
I liked the fact that OSIM has always included a simple tabbed navigation into all their emails. I've seen some rather bad navigational ideas in email, such as duplicating the website's navigation into email, attempting to use some fancy javascript or ajax which simply would not work, and many others which demonstrate poor knowledge in HTML email and email marketing in general. The simple "About OSIM" and a link to their online store is a simple and elegant element. (Ed Note: In addition, I've also been managing OSIM's campaigns to date and have always noticed a significant number of click-throughs to their online store via this tab.)
4. Body content
I won't go too much into the copy but I'd like to highlight the nice inclusion of the 3 panels, bringing attention to the recipient just what exactly OSIM ranked tops in. The simple rounded boxes takes away the monotony of a "blah blah blah....." text content, which is tiresome for recipients who generally just scan through emails.
5. "Video" in email
I've got to hand it to the designer here. Its such a design stroke-of-genius that even I was fooled. We all know that we can't embed videos in our HTML emails (at least not in the present day and age). The designer for this email campaign cleverly included a screenshot of the video, player and all, and simply included it as a jpeg into the email. For the present YouTube generation, even I instinctively clicked on the video image. Naturally, this opened a new window in my browser which brought me to the actual video. I'm expecting a whole load of click-throughs in their reports once the campaign is done.
Providing value to the recipient
To top off a great email, OSIM included a "coupon" which the recipient would receive after completing a simple survey. Nice and straight to the point. The coupon image invokes something tangible to the recipient as well as providing real value in the email campaign, and not just a "Hey, we're No.1" message.
The team at OSIM have definitely done a particularly good job on this email campaign. Do bear some of their approaches in mind when developing your next email campaign.
Now my biggest gripe....
Here's where the (near) perfect part comes in:
'Nuff said.
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