What are the common elements in Apple’s emails?

As part of Apple’s ongoing customer communications, they send three different type of emails:

1. Product: specifically relating to a new product launch or upgrade
2. Software: similar to product, these types of emails relate to a new software launch or upgrade
3. Event: these emails are around particular times of the year – Post Christmas, Valentine’s Day and return to uni.

Below is a review of each email type and the common themes for each.

PRODUCT EMAILS

Each of the product emails is slightly different, but there are some common elements to all of them:

• Logo: the Apple logo always appears at the top. It’s only in the MacMini email that the logo appears as part of the computer screen. All other emails it appears either top left (majority) or top right with a lot of space around it.
• Header: each header contains descriptive product text with a stong, clean product image. The MacMini email is the only one where the product image appears above the text.
• Header CTA: the header has a strong call to action encouraging the user to ‘BUY NOW’ (in a button).
• Imagery: each product email has a strong connection to the copy – all very large.
• Content: under the header, the product content is diplayed in columns. Each column having copy with an image that reflects what is written. The columns vary from 2 to 4, depending on the product.
• CTA: each email has a clear call to action at the bottom of the email. Replicating the similar format of all other emails: two boxes both promoting purchase – one online and the other instore.

Apple MacMini email - 19 March 2009

Apple iPod/Shuffle email - 13 March 2009

Apple iMac email - 7 March 2009

Apple MacBook email - 26 Feb 2009

SOFTWARE EMAILS

Each of the software emails is slightly different, but there are some common elements to all of them:

• Logo: the Apple logo appears in the top left hand corner
• Header: each header displays the name of the software in a very creative way and ensures the user knows what the email is about
• Header CTA: the header has a strong call to action within it (button) either focusing on purchase or trial
• Imagery: the MacBook Pro is used to bring the software to life via three separate computer, each featuring a different element of the software
• Content: under each of the hero images there is some copy explaining the software. There are only a few lines, which are enough to read before moving down to the software features.
• Features: the software features are highlighted with an image and then supporting copy. Both emails start with the image on the left hand side with copy to the right and for the next software feature it is reversed (copy on the left, imagery on the right).
• CTA: each email has a clear call to action at the bottom of the email. Replicating the similar format of all other emails: two boxes both promoting purchase – one online and the other in-store.

Apple iLife email - 30 January 2009

Apple iWork email - 16 January 2009

EVENT EMAILS

Each of the event emails is slightly different, but there are some common elements to all of them:

• Logo: the Apple logo appears at the top of the email, either top left or top right
• Header: each header is a little different, but it heroes the product
• Header CTA: the header has a strong call to action (button) focusing on ‘SHOP NOW’, which is different to the ‘BUY NOW’ buttons used in the above emails. I’m assuming this is because there are multiple products being communicated in these emails rather than just one.
• Imagery: strong product shots are used for each email.
• Content: under each of the hero images there is some copy introducing other products that might be relevant for the user. In the Valentine’s email, all of the content is iPod specific: Shuffle, iTunes Gift Cards and iPod Touch. In the December email, there is conent around the different product categories: iPod, Mac, iPhone and iPod & iPhone.
• CTA: each email has a clear call to action at the bottom of the email. Replicating the similar format of all other emails: two boxes both promoting purchase – one online and the other in-store.

Apple Valentine's email - 27 January 2009

Apple Valentine's email - CTA

Apple Post Christmas email - 31 December 2008

Apple December email - CTA

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LEARNINGS

Based on reviewing the above emails there are some learnings that we can take out of Apple’s email communications:

• Different types of communications: Ensure that you have a framework that allows for more than just product emails. There needs to be a combination of emails that are sent to the consumer. The ideal combination is product and event. Both educating and pushing sales.
• Set guidelines rather than templates: guidelines have more flexibility than templates, therefore it is important to set some guidelines for your email communications. These should details: logo treatments, header options, use of imagery, use of content, CTA, privacy, etc.
• Product shots are key: most clients don’t have the budget to do a photo shoot for emails, but maybe they should. The key to all of these emails is the imagery and it’s simplicity.

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