Top Designs for May

May’s here – and as well as the sun (please stay) – it's brought some serious inbox energy. From slick interactivity to polished guides, this month’s picks prove that smart CRM can simply be a great idea, cleverly executed… on brand. Here are five campaigns that caught our eye.

1. Cult Beauty

SL: Feeling lucky? Spin to WIN

Chosen for: Clever interactivity

To celebrate their birthday, Cult Beauty kept things sleek with a minimalist spinner. The design is sophisticated, with a unified colour palette and a no-frills approach to interactivity that still draws you in. Spin-based gamification in CRM isn’t new, but when it’s done with flair, we’ll happily give it a whirl.

2. Thortful

SL: Send sustainably

Chosen for: Honest copy

Sustainability is serious business, but we love how thortful has kept it light, but informative. Their message strips away the jargon and simply explains what ‘sustainable’ looks like for them. Without being preachy, the copy’s been pared back to the essentials so it hits home. This is brand values done right – authentic, digestible, and genuinely engaging.

3. World of Books

SL: May's Authors of the months is here!👀

Chosen for: Smart Strategy

Gamified design meets curious charm in this clever campaign from World of Books. Instead of reeling off author names, it lures with a quiz-style tease that drives just enough intrigue to encourage a click through. We also love the clear layout that seamlessly guides the eye down to the well-placed ‘download the app’ CTA. 

4. Grind

SL: We're not like other iced coffee cans

Chosen for: Copy 🤝 design

We see you, Grind, and we love how you’ve grabbed attention with a cheeky, well-timed jab at the competition without naming names. This campaign proves you don’t need to shout to stand out. A subtle wink, a clean layout, and relatable copy can be just as bold. 

5.Astrid & Miyu

SL: It's National Piercing Day!

Chosen for: Informative design

Now this is how you do occasion-based marketing. Astrid & Miyu have taken National Piercing Day and run with it. Educational guides, product inspiration, and clear CTAs work together in perfectly balanced design harmony. This email feels like a helpful friend with very good taste.

Fancy creating something just as scroll-stopping? Our team of strategists, designers, copywriters (and inbox obsessives) are here to help – so get in touch