Behind highrise, campfire, and other popular apps. But as savvy as their services are, I personally tend to be just as enthusiastic about their email campaigns. Think your campaigns need to lighten up a bit? After basecamp transitioned to a new mobile-friendly look and feel using canvas, I thought we'd see how they balanced the brand's business ethos with a healthy dose of fun. If this sounds like something you're striving to achieve with your own campaigns, read on. Put it in plain english
How often do you receive emails that use static language and outdated analogies when describing new features? Wouldn't it be nice if more companies company mailing list spoke to you like a regular person would? Basecamp has always done a great job of communicating with their customers. Instead of just saying "We've changed the app icons," they took a more user-friendly approach in their email, announcing that "We've made it easier to view the contents of your files." not only does the copy look much more normal, but it describes an outcome and a goal, instead of just stating what has changed cosmetically in the app. The illustrated campaign it goes without
Saying that the simple illustrations throughout the email add a sense of whimsy without being there for the sake of the fancy. Created by chicago-based illustrator nate otto, they're a cool way to project basecamp's down-to-earth image while creatively reinforcing the message of the email. You'll notice the artwork on the basecamp site as well as the distance, their digital magazine covering long-running companies and the people behind them. Made with love for mobile finally, this newsletter looks great