Once again, the burden is on email designers<\/a> to create emails that are not just beautiful, but effective at converting the empowered consumer into a trusting customer. <\/p>\n\n\n\n Designers, the buck stops with you. Poor design equals poor subscriber experience equals poor sales. Horse sense! But it took us over ten years and 5,000 clients to say that with confidence. (Coloring up here; but it\u2019s close to fall! \ud83e\udd75) <\/p>\n\n\n\n Because it\u2019s not so simple out there, is it? Inspiration does not strike when it should, nor, even after years of experience, is taking the first step less unsettling. <\/p>\n\n\n\n Fret not! In this post, we are sharing 8 fall email templates straight from our inbox, along with tips, to give you designers a head start into fall email marketing. Let\u2019s roll! Because consumers are looking for discounts, make sure to feature it on the top of your email, preferably in the hero banner. <\/p>\n\n\n\n This no matter whether your subject line<\/a> mentions the discount or not. <\/p>\n\n\n\n Importantly, create a display hierarchy for your discount. First, reveal how much the discount is. Second, add the related details in the body. Third, include the fine print in the footer. In this fall email template, Copper Cow Coffee does it exactly right. <\/p>\n\n\n\r\n You may occasionally deviate from the corporate color scheme. However, if you want to launch a series of interconnected emails, it\u2019s best not to deviate too much. <\/p>\n\n\n\n If you’re doing a gradual product reveal over a series of 4-5 emails, it\u2019s critical to stay on-brand as well as thematic. Because you don\u2019t want the recipient to be re-trained on your brand identity. <\/p>\n\n\n\n In this regard, Burt\u2019s Bees does a fine job with their fall sale email. <\/p>\n\n\n\r\n The hero banner usually introduces the main topic of the email. However, technically, the hero banner isn’t the first thing in the email. The first thing that the viewer sees is the Free Shipping offer in plain text, right at the beginning of the template.<\/p>\n\n\n\n Most brands don\u2019t bother to support the offer with an image. However, given the demand for deals this year, especially in the pre-holidays<\/a>, it\u2019s not a bad idea to include a pre-hero visual announcement with a nice CTA button. <\/p>\n\n\n\n Bonobos\u2019s fall email template leverages the pre-hero space to announce their product launch, along with a free shipping offer. This is particularly useful if your email is long. <\/p>\n\n\n\r\n The recovery module is the secondary navigation bar, containing links to popular destinations on your website. The point of the recovery module is to re-engage the viewer to consider exploring these pages, in case the primary navigation bar and the email content<\/a> did not interest them enough. <\/p>\n\n\n\n \u201cNav bars can drive upwards of 20% of all click engagement,\u201d points out<\/a> Peter Briggs, Director of Analytic & Strategic Services, Oracle Digital Experience Agency. \u201cWhile less important than a top nav, a bottom nav or recovery module can be critical because it\u2019s your last chance to stimulate a click from the email.\u201d<\/p>\n\n\n\n More often than not, brands that do realize the significance of recovery modules skimp on them, content just to add the links. We recommend designing the bottom navigation bar as you would the entire email. Make it stand out. Nuts.com leads the way here. <\/p>\n\n\n\r\n Store traffic has gone up post-pandemic, says this report<\/a> by the Oracle Digital Marketing agency. <\/p>\n\n\n\n More importantly, Gen Z has surprised market leaders by their ever-increasing interest in in-store shopping. Therefore, it\u2019s critical that you design your fall sale email for offline shoppers as well. In addition, since it\u2019s close to the holiday season<\/a>, many stores start operating after dark. You should design for after-dark shoppers as well. <\/p>\n\n\n\n We recommend ditching the product grid to display these products. Instead, list your product images across the template, one product per view pane. This is because it\u2019s a one-off fall email campaign idea, so you don\u2019t want a product grid to minimize the focus on your products. Generally, the grid acts as a supplement to the featured products. <\/p>\n\n\n\n Take a cue from Decor Steals\u2019s fall email template.<\/p>\n\n\n\r\n When it comes to themes, designers often have to negotiate for space.<\/p>\n\n\n\n In general, the theme is usually confined to the hero space or conveyed through visual cues throughout the template. This is because the important textual content and product images need space, so it’s a helpful trade-off. However, you can incorporate thematic designs throughout the email without sacrificing space for informative content by using overlays. <\/p>\n\n\n\n In our next fall email example, we showcase Thyme\u2019s skillful use of overlays. As seen, the informational content of the email is superimposed on the fall theme.<\/p>\n\n\n\r\n Take inspiration from albums and wall art to design your fall email template. <\/p>\n\n\n\n Remember, while the hard goal of email is sales, the soft goal is to create a memorable experience. Using album or wall art styles is a cool way to engage your audience. <\/p>\n\n\n\n However, successful execution of this idea depends on how well you can pull off the layout and hierarchy of the components. To that end, it\u2019s a good idea to get in touch with the web team designers if you need help. Web designers have more varied experience than email designers because of obvious reasons. <\/p>\n\n\n\n In the meantime, take a look at the following fall sale email from Terrain. Terrain\u2019s composition, including its distinct hierarchy and frame positioning, as well as the photo quality and the use of natural backgrounds, is exceptionally well-done.<\/p>\n\n\n\r\n The S-curve design isn\u2019t going anywhere. It\u2019s smart, practical, and resourceful. <\/p>\n\n\n\n The S-curve is one of the best ways to leverage space in email templates. What makes it more special is that there\u2019s no one way of using it. <\/p>\n\n\n\n Depending on how well you can manipulate the pattern, you can make maximum use of space, add more content assets, and still make your email look uncluttered. The basic principle is maneuvering focus. Where do you want the viewer to focus? Once you\u2019ve answered this question, it\u2019s just about shifting and sliding your content tiles all the way. <\/p>\n\n\n\n Consider this fall sale email by Wantable. It\u2019s a brilliant use of the S-curve style. As you can see, each product has two images to itself, not one, which allows the potential buyer to explore the products in more detail. <\/p>\n\n\n\r\n
<\/p>\n\n\n\n1. Display Discounts & Deals Prominently<\/strong><\/strong><\/h2>\n\n\n\n
![\"Copper](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/Fall-1.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t 2. Use Fall Colors without Deviating Too Much from Your Brand Colors<\/strong><\/strong><\/h2>\n\n\n\n
![\"Burt\u2019s](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/Burts-bees.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t ![\"Responsive](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/05\/image15-1.jpg\")
<\/a><\/div><\/div>\n\n\n\n3. Leverage the Pre-hero Space to Create Urgency<\/strong><\/strong><\/h2>\n\n\n\n
![\"Bonobos\u2019s](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/Gramercy-premium-jean.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t 4. Really Invest in The Recovery Module<\/strong><\/strong><\/h2>\n\n\n\n
![\"Nuts.com](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/Nuts.com_.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t 5. Design for In-store, After-dark Shoppers <\/strong><\/strong><\/h2>\n\n\n\n
![\"Decor](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/Starlight-steals.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t ![\"Expand](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/10\/blog-banner-2-1.jpg\")
<\/a><\/div><\/div>\n\n\n\n6. Use Overlays to Widen the Scope of Fall Design<\/strong><\/strong><\/h2>\n\n\n\n
![\"Thyme\u2019s](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/Thymes.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t 7. Experiment with Album Aesthetics <\/strong><\/strong><\/h2>\n\n\n\n
![\"Terrain\u2019s](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/Terrain.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t 8. Use the S-curve Pattern to Maneuver Focus<\/strong><\/strong><\/h2>\n\n\n\n
![\"Fall](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/Wanytable.jpg\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t
![\"custom](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/01\/3.jpg\")
<\/a><\/div><\/div>\n\n\n\n