American Eagle Gets Lucky


Sometimes It’s Easy Being Green

It’s no matter of luck that American Eagle came out with this colorful promotion just in time for St. Patrick’s Day. We loved the clever use of holiday colors: white text that really pops over a green background. The texture of the grass creates the perfect backdrop for brightly colored clothes, and make us look forward to the warming days ahead. The email does double duty with a color scheme that pays tribute to St. Patrick and clothes that hint at the arrival of Spring. Linear design will induce readers to keep scrolling down. We also loved the subject line, “Just Your Luck! ♣ BOGO 50% Off One Item When You Buy Another.” We’ve been seeing a lot more special characters in subject lines, and this is a great example. It’s not quite a four-leaf clover, but clothes shoppers are in luck nonetheless.

American Eagle St. Patrick's Day email

Author: Alex Ilhan

Hailing all the way from England, Alex brings his email development expertise along with an endless stream of cups of tea and British cynicism. Follow him on Twitter: @omgitsonlyalex.

2 thoughts on “American Eagle Gets Lucky”

  1. How does a campaign not trip spam folders with such a large image? I get a little confused as to how large and how many images its ok to use before getting thrown to spam.

    Any help?

  2. Hey there, we recently tested if image file size had an effect on deliverability. We made 4 emails with 16, 84, 146 and 696KB images to see if these image file sizes tripped up SPAM filters.

    We found that image file size did not have any impact on deliverability.

    However, it is important to note that using overly large emails without any supporting text in your email can raise a red flag for SPAM filters. This is because spammers usually display information in large images instead of text because the filter programs cannot “read” the content. If you stick with a 60/40 text to image ratio, you should avoid having deliverability issues.

    What does have an effect on deliverability is overall email file size. Deliverability issues began to occur once the email file size was over 100KB. Every email from 110KB to 650KB wound up failing multiple SPAM filters.

    Hope that helps!

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