Top Designs for December

December's inbox brought us everything from festive surprises to social responsibility campaigns. Whether it's celebrating the giving season, capturing attention with visual teasers, or making a meaningful impact, this month's top picks showcase email design at its seasonal best. Let's unwrap them!

1. Ancient + Brave

SL: Wrap up a gift with more meaning

Chosen for: Purpose-driven messaging

Ancient + Brave proves that festive campaigns can do good while looking great. The email opens with a stunning natural landscape and an impressive impact stat – £1,287,666 contributed to 1% for the Planet – immediately establishing credibility and purpose. The warm, earthy tones and ambient lighting create an inviting atmosphere that perfectly balances commercial gifting with environmental responsibility. What really stands out is how the brand makes sustainability tangible, explaining how purchases support charity partners working on ecosystem restoration and community resilience. It's a masterclass in purpose-driven marketing that doesn't sacrifice aesthetics for ethics.

2. Astrid & Miyu

SL: We hope you like surprises

Chosen for: Anticipation & design

Sometimes less is more, and Astrid & Miyu know exactly how to work it. The playing card-inspired design with its elegant "we hope you like surprises" script creates instant intrigue whilst staying on-brand with the burgundy colour palette. The teaser approach is brilliantly executed – providing just enough information to pique curiosity without revealing the game's secrets. It's a clever way to drive urgency whilst building anticipation for what's to come.

3. The Ordinary

SL: What we’re giving this year

Chosen for: Gifting narrative

The Ordinary nails the gift guide format by making it feel genuinely personal rather than another product push. Each gift recommendation is addressed to a named recipient ("Jessica, Digital" / "Vanessa, Digital" / "Janu, Brand") with copy that reads like you're getting advice from a friend who actually knows skincare. The descriptions explain not just what's in each set, but why it suits that particular person's needs and lifestyle. It's the kind of thoughtful gifting logic that makes you think "oh, that would be perfect for..." rather than just scrolling past. The Ordinary transforms a standard seasonal email into something that feels helpful and human – exactly what you want when you're stuck for gift ideas.

4.  Soho Theatre

SL: The 12 days of Soho Theatre

Chosen for: Fun copy & creative concept

Who says arts marketing has to be serious? Soho Theatre's festive campaign is a riot of creativity that makes you smile before you even scroll. The header copy perfectly captures the playful tone, whilst the hot pink and bright green colour palette stops you dead in your scroll. The copy leans into theatrical humour with descriptions that entertain as much as they inform. By counting down through performances with personality-driven descriptions and bold numbered graphics, the email creates a genuine sense of occasion around their Christmas programming. It's proof that when you've got great content to promote, having fun with how you present it can be your biggest asset.

5.  BBC Studios

SL: The war begins this weekend

Chosen for: Interactive storytelling

To celebrate the launch of the brand new Doctor Who spin-off series, this bespoke interactive design establishes the two worlds where this great battle will be fought. The standout feature is a handy slider that allows viewers to transition between the world of our human UNIT heroes and the mysterious creatures of the deep, Homo Aqua. The interactive element does more than just look impressive – it teases hints about what to expect from the series and its characters whilst inviting engagement. A custom poll feature lets fans choose their side, transforming passive viewing into active participation. It's a brilliant example of how interactive design can build anticipation and community around a major launch, proving that when the content deserves it, going the extra mile on interactivity pays dividends.

From purpose-driven campaigns to interactive experiences, December's emails show what happens when brands combine creativity with intention. Whether you're looking to build anticipation, drive engagement, or create meaningful impact through your email marketing, we're here to help bring your vision to life. Get in touch to discuss your next campaign.