Vogue Mail

Recommendation

1. Use the same logo and branding from the Vogue website. This keeps your branding consistent and builds trust with your recipients.

2. Don’t miss obvious promotional opportunities. Vogue.com has a lot more on offer than this email indicates – why not include the navigation from the website and link to the online shop, art store, competitions and magazine subscriptions pages?

3. Rather than giving up valuable editorial space in the main body of the email, place the unsubscribe link above or below the body of the message – this is a standard position and readers will know where to look for it.

4. Break up the text with visual elements. Either include a number of images to help define each article and give clues as to what it’s about, or give more weight to the main feature with an impressive central image.

5. Text is easiest to read in its standard format, aligned left and lower case. Too much colour and variety just gets confusing.

Keep link text as short as possible. Write the description first and make sure the linked part of the text describes clearly where the link will take you. e.g. See the best bits on Vogue TV. That way, readers know what they’re getting and won't feel misled or confused.

6. Rather than bombarding your readers with a list of information to sift through, allow them to make quick choices by clearly defining each section of the content.

In this case it could be, 'News', 'Vogue TV', 'Features', 'Catwalk shows', 'Special Offer', 'Shop online' etc. Make sure the title of each section genuinely reflects its content so people with little time can quickly see where they should look.

7. The aim of any website forum is to create an active community of users and a newsletter can be a key tool that hooks people in while you’ve got their attention. Make sure your call to action is visible, clear and engaging.

E.g. JOIN VOGUE’s FORUM

 Christopher Kane’s collection – a dramatic departure? Have your say

8. Give a special offer a more prominent position. Remember that your reader stands to gain from this – to them it might be one of the most important things on the page.

Additionally, you’re much more likely to trigger readers into investigating a special offer if they can see an image of what they could have.