Best Electronics Email Message

The goal of this campaign was to announce the launch of the E-5, Olympus’ new flagship digital SLR camera in a creative and memorable email. This was one of our favorite campaigns of the year and was the first time that we sent a wide-format, horizontal scrolling email to subscribers. This design choice was a result of our desire to think “out of the box” in order to promote the launch of the new digital SLR camera, the E-5. Because we knew the audience for this camera would be both creative and highly interested in the product, we felt we could take a chance and be more creative with this campaign. Rather than simply showing the new camera in the first part – or panel – of the email, we chose to use quotes from professional photographers to explain the features and benefits of the camera throughout the email. The full hero shot of the new E-5 digital SLR was reserved for the final panel of the email. Careful placement of typography and lifestyle imagery provided subtle visual cues to help lead the readers’ eyes across the horizontal design. We also incorporated subtle animation in the first panel of the email ("scroll right" arrows). We sent this email to 45,001 subscribers and it had an open rate of 51% and a click-through rate of 21%. Of those who did open it, 41.2% clicked through. This email was created and coded in-house by Olympus’ Corporate Creative Services group.

Contributors:

James Harper:	Interactive Marketing Analyst, Corporate Creative Services
Richard Pelkowski:	Product Manager, Digital SLR
John Knaur:	Senior Marketing Manager, Digital SLR
Christopher McGinnis:	Sr. Graphic Designer, Corporate Creative Services
Ryan Smedstad:	Creative Manager, Corporate Creative Services
Sean Metzgar:	Associate Web Developer, Corporate Creative Services
Francisco Rosario:	Manager, Internet Marketing, Corporate Creative Services
Scott Hennessy:	Director, Corporate Creative Services

OLYMPUS

Location: USA