Samsung Email Experience

PROJECT NAME

Email Experience

CLIENT / AGENCY

Samsung Europe

Wunderman Thompson

MY ROLE

Design

Animation

Samsung’s existing emails were performing well but lacked the visual impact that their website had. The challenge was to make the emails as expressive as possible while making sure they reflected their brand ethos: bold, playful and unexpected. To start with we created an audit of all the existing emails while earmarking areas for improvement.

The result

Large confident headlines, increased padding, full width imagery, animation, interaction and a closer visual connection to the website.

The eight second rule

On average we only have 8 seconds to land our key message before we lose a user’s attention, which is why it’s crucial to engage the user early and land the message before they close the email.

We used eye tracking software to identify which visual elements command the most attention from users as they scan the asset from left to right. We found that block background colours, a clear hierarchy and breathing space caught the users’ attention more effectively.