Zulily generates smiles

I got this email from Zulily today about a huge toy sale, and it totally caught my attention due to the adorable and recognizable “Very Hungry Caterpillar” that moved across the screen.  Here’s a close-up of him inching his way along.


This happened directly under the words “Give Playtime” in the below screenshot of the overall email: Screen Shot 2013-11-13 at 7.05.54 PM

I’ve written about clever animation before; I find it to be a very effective method of capturing user attention, particularly when done in a creative way that elicits a smile, like this.  They did a good job of just animating one small portion of the email so it didn’t become overwhelming. This small treatment packed a lot of punch!

After scrolling further down through this email, I was also intrigued by the “Coming Soon” section where users are encouraged to click the hearts next to any brands you want to be notified about specifically:

Screen Shot 2013-11-13 at 7.06.07 PM

I think Zulily did a great job of making this email very easy and straightforward to take action on. Immediately after clicking a heart, you are taken to a page about that brand, letting you know that you now “love” that brand.  No extra steps required; just one click on the email itself.  I thought this was a strong implementation of encouraging users to set advanced preferences in a very simplistic and compelling way. My only suggestion was to make the list of brands shown even more well-known, as I was only familiar with about half of these.




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