To keep ahead of the pack, you need to stay fresh and honor new trends. The latest up-and-coming email layout breaks every width-requirement known to email marketing and asks people to scroll to the right instead of down. In theory it is just the same: you’re moving and clicking your mouse, but the act of pressing the ‘Right’ arrow instead of the ‘Down’ takes some getting used to. As it’s unconventional, it feel’s a little ‘wrong’, but at the same time it catches you by surprise and therefore demands your attention. Below are some great examples of the possibilities available through the ‘Scroll Right’.
– Hint visually that there’s more if you scroll – LA Times is great because the ink blotch trails out from the right side, catches your eye, and asks you to look at the whole thing.
- Make your headline bigger than the email browser window so the recipient is forced to scroll to the right.
- Give directions – the LA Times “See Your Times In a New Way. Scroll right >>”
- After you visually hint, you need to make sure you give a reward. LA Times’ reward is the news, Hollister’s is the heavily textured photo of the jeans, EEC gives a $100 off their subscription
