Horizontal Scrolling Html Email: The “Designers” HTML Email Format
One of the keys to rising above the crowd in email creative is innovation. If an email contains a clear message and a unique design, its chances at being effective increase considerably. One such innovation my creative team developed was the horizontal scrolling HTML email. While most email creative were vertically formatted, these new designs enticed the user to scroll horizontally.
A/B split testing against vertically-formatted emails presenting the same content were overwhelmingly positive, not to mention profitable for those clients who sold product in their emails. We found that horizontal scrolling HTML email worked well for holiday-type promotions and product guides. There wasn’t a time where this horizontal format tested lower than vertical, thus giving the client the option of having another presentation option for their subscribers.
The different format also allowed my designers to flex their design skill more into the realm of website design since their email canvas was much wider. Coincidentally, while designing these horizontal scrolling HTML emails, I discovered that Gmail’s inbox will cut off creative at 1200 pixels. Good to know!
- Client presentation
- Creative direction
- Email design
- Horizontal Scrolling HTML Email Design
- HTML email development and QA
