It’s September; summer is ebbing away and autumn’s creeping in. Out with the old and in with the new. Brands are launching new lines, with the knowledge that competition is tough and standing out in the inbox is key. Which probably explains why our selection is full of funky animation this month…and we’re here for it!

1. Free People

SL: Is that new?

Chosen for: Eye-catching intro animation

Free People have opted to rely on imagery as their hero, and it’s worked. The strong headline statement of ‘In With The NEW’ surrounded by the animation of their products filling the screen is immediately eye-catching, quickly leading to enticing. And as you scroll down, the hand-written design for the product feedback feature is also a nice touch for a more personal feel.

2. Hippie Shake

SL: Vintage Capsule #18: Who's That Lady?

Chosen for: Copy & engaging layout

Open up this email and the 70s nostalgia oozes out of every corner of the screen; from the retro hues and psychedelic prints, to the cute vintage photobooth design. The copy is emotive and fun, putting the reader at the heart of their new product launch. This email gives you the feeling that The Hippie Shake knows their customers and connects with them well - the ultimate goal.

3. Rombaut

SL: Our new collection is here

Chosen for: Animation and use of negative space

Now we love animation, but too much as you scroll down an email can be overwhelming and confusing for the eye. So high-fives all round for Rombaut, a brand that’s managed to utilise the feature without this happening. The combination of flip-through animation with a clever use of negative space results in a clean design that showcases their new collection nicely.

4. Sports Direct

SL: [name], you’re one of us now!

Chosen for: Personalisation and strong CTA prompts

This email from Sports Direct is the beginning of what could become a special relationship. You’re ‘part of the family’, they’re taking you on a journey and they want to be there for you every step/kick/cartwheel of the way. Using first-name personalisation in the subject line is nice, but they’ve taken it further by including it in the CTA too. There’s also the promise of a gift on your birthday if you create an account and share the date with them - more data for them, more sports goods for you. A win for everyone!

5. Tots Bots

SL: Some Big News At TotsBots

Chosen for: Animation & type

A product being discontinued isn’t always news that’s received well by consumers, so TotsBots have done their best to make it as cheerful as possible. If you thought you didn’t need to be waved at by a nappy from a bucket at any point in your life - well you were wrong, because this animation is frickin’ cute. The copy is informative in a lighthearted way, focusing on positive elements only. Nice work TotsBots, there’s no bum deal here!