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Email of the Month: National Gallery of Victoria

Miguel Panayotty

WordFly Email of the Month | National Gallery of Victoria
Welcome to the Email of the Month Club, where each month we select one amazing email that stands out from the pack.

We hope this monthly feature will inspire you, give you some ideas for your next campaign, and provide the opportunity to show off the great work you’re doing. Here’s our Email of the Month Club Winner for February 2016.

WINNER:  National Gallery of Victoria
SUBJECT LINE:  January ENews: NGV International open late in Jan


What we love

What an elegant and beautiful email! We love everything about it.

Let’s start at the top. A gray backdrop serves as a perfect contrast to the colorful picture and white font that we first see. Every element has plenty of breathing space, which makes it even more pleasant to the eye. It invites us to keep looking and really appreciate the art in the picture, and the art in the email design as well!

It’s great how this email flows from top to bottom. Background and foreground colors are rapidly inverted, giving the email a lot of light and focus on each element being presented. Buttons are elegantly designed to blend seamlessly with the background, as if transparent. Black and white turns into green and white and back again. All this ends with a very neat footer which is not afraid to present you with best practices links as prominent as all others. There’s no need to hide the unsubscribe link, and we applaud how this one is presented.

We can’t decide if we love the mobile or desktop version better. It’s good we don’t have to choose!

Great job, National Gallery of Victoria!


Try these techniques

Get creative with buttons

Buttons can look out of place and awkward sometimes. Give them a more fitting look by making the button background the same color as the one surrounding it. This gives buttons an elegant look. Also, try different words! There’s even a hashtag in one of the buttons which so cleverly links to an Instagram search of it.

Show off your unsubscribe link

You shouldn’t be afraid to lose some subscribers. This is a natural process that is balanced out by good email acquisition. Showing your unsubscribe link as you would any other conveys a strong message that you understand this fact and are confident in your list health and email strategy.


Got an email you think can earn the top spot?

Let us know!