Good email design – spotlight on Photofusion

3 minute read

Hello and welcome to this month’s Good email design blog. As always we’ve been on the lookout for great examples of email marketing being sent through Today the spotlight focuses on Photofusion, whose slick campaigns caught my attention as something I’d like to see in my inbox.

Photofusion are an independent photography resource centre. They offer photographic services, facilities and courses, as well as running a gallery that showcases the work of up and coming photographers. Considering that visual art is so key to what Photofusion do, it should come as no surprise that their email campaigns look as good as they do.

As you might imagine, Photofusion’s campaigns are often concerned with art exhibitions and events, so naturally they have fantastic images to include in their emails. However I have deliberately chosen their studio opening hours campaign to demonstrate that ordinary subject matter doesn’t have to be boring to look at!

Visually the campaign has a very gallery feel about it. This is achieved by the inclusion of just one clean image and also, interestingly, the text formatting. The use of a small, sans-serif typeface and making it grey, rather than black, effectively mimics the kind of presentation you’d see in a photographic gallery setting.

On a more practical note, there are many links through to specific areas of their website (though even these are subtly presented) and the length of the email is great. It’s compact without feeling too brief, it’s also obvious what the two main areas of the newsletter are about and there are clear opportunities for me to read more about each topic on the Photofusion website.

My only suggestion for Photofusion’s future campaigns would be to include links to their Twitter and Facebook pages. There is a lot of activity on their social media pages and it’s important to promote these pages where possible. Plus, it allows people to easily share content with their friends and spread the word about the organisation.

Feeling suitably inspired? Or maybe you’ve already designed something that you’re particularly proud of. Either way, now is the time to speak up! We’re currently running an email design competition where you could win an iPad 2. Don’t worry if you’re new to all this or less sure with the technical side of things, we’ve just added a great selection of new templates to accounts, it’s easy to really make one your own so why not give it a shot. Don’t have an account? Even that is not a problem my friends. Users of our free trial accounts are also eligible to enter so open one now and get designing. I personally can’t wait to see what you all come up with!