Apple: A Study in Simplicity
Sleek. Elegant. Minimalistic. Beautiful. While these buzzwords are terms that we often hear bandied about when talking about Apple's iPhone, they could just as easily be appropriated to talk about Apple's email campaigns, as well.
Just take a look at this mailing about the new iPhone 6, sent on Oct. 16. Boldly proclaiming only "They're here," it's clear that Apple believes that its products need no introduction—and it's right about that. There's no need to tell the reader who "They" are, we already know, the anticipation for Apple's flagship product has been building for months.
The whole email plays into the mythos that Apple successfully has been building into its product lines over the past decade. Design elements are evocative of not only Apple's website, but also the clean polish of the iPhone itself.
Even the subject line channels the simple theme. "iPhone 6 and 6 Plus. Now available." Placing emphasis squarely on the product at hand, the subject doesn't mess around or risk being mistaken for anything that it's not. People want new iPhones, and the email caters to that: nothing more, nothing less.
Jeremy Zimmerman is the Editorial Assistant at Direct Marketing IQ. Reach him at email@example.com.