Digital: Email
We further strengthen our relationship with our customers by sending useful and timely email communications.
Layout & Content
Our email concepts follow the same rationale as our print marketing materials relating to image treatment, voice and tone, and copy length.
Strong visuals draw the reader in and quickly communicate product offerings, events or seasonal campaigns. Headlines support the visuals and deliver a call to action. Subheads and supporting copy provide additional details without being overly complicated or wordy.
Strong visuals draw the reader in and quickly communicate product offerings, events or seasonal campaigns. Headlines support the visuals and deliver a call to action. Subheads and supporting copy provide additional details without being overly complicated or wordy.
Typography
Ace uses 2 primary fonts across all emails. The first is Roboto Slab which is used primarily for headlines and subheads. The second font, Roboto is used for body copy, button copy and other navigation elements. Helvetica should be set as a fallback for email clients where a webfont is not supported.
Any of the headline styles shown may be used but always in descending order such that a subheadline is never heavier in weight than the headline that preceded it in the same contained design element. (ex. a promotion on a webpage)
Helvetica may be substituted when HTML based text is desired but font embedding is not technically possible (ex. older browsers and email clients). However, a fallback bitmap image is preferred in most of these these circumstances.
Body Copy & Buttons
Roboto functions as a primary font on ace emails. It should be used on buttons and body copy only.
Promotional Spots
Ace emails feature many flexible spots to promote a variety of content from sitewide sales to our best brands.
