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I love the use of typography in this email by Calligaris and you know what’s best about it? It’s all text! This makes it so friendly to all email clients and gets the message out regardless of whether images have been blocked in the email client.

The designer had mobile devices in mind too, taking heed of advice from our mobile email design post. For instance, the one-column layout and large text display effortlessly on small screens. Furthermore, that first line of text is has been placed to display in inbox summaries on the iPhone and in Gmail, so that without opening the email, recipients see the subject line “SOFA SALE at Calligaris Toronto Store” followed by the first line of text: “Come in to Calligaris Toronto Store for 25% off our sofas and more!” Read more about how you can get Gmail and other clients display a snippet of text to summarize the message content in the inbox.

Providing meaningful and catchy summaries like this in a crowded inbox really helps get readers’ attention and sets up expectations before they even open the email. It must have worked - I peeked at the open rates for this email and it was well above industry standards. Providing a meaningful inbox summary in this manner is something to think about if you are looking for ways to increase engagement.