A resource which has analysed the emails of more than 20 leading global brands and examines which messages proved most effective is now available for free download.

Responsys – a provider of email and cross-channel marketing solutions – has released its third annual Email Design Look Book, which recognises major brands’ innovative email marketing designs and superior copywriting.

The 2011 Look Book includes promotional, newsletter and trigger emails from brands representing everything from consumer products and retail, to the travel industry and social networking sites – including Anthropologie, Apple, Best Buy, Burton Snowboards, Columbia Sportswear, CB2, DSW, Etsy, Heathrow Airport, Icelandic Tourism Board, LinkedIn, M∙A∙C Cosmetics, Minted.com, Nikon UK, Style Campaign, Uncommon Goods, Verizon, Virgin Atlantic, Volvo UK and Zappos.

Each email highlighted includes a screenshot of the creative, the date it was sent and the subject line, plus a commentary from a Responsys designer, copywriter, strategist, account manager or executive on what makes the message outstanding.  

Chad White, research director at Responsys, said: "While each email stands on its own as a fantastic piece of work, the collection together illuminates the tactics that will continue to make email marketing most effective in the future. 

"Personalisation is vital to connecting with subscribers one-to-one. Trigger emails are critical in reaching customers when they’re most receptive. Mobile design is a must as more consumers read email on smartphones. And cross-channel integration is now expected by even less-sophisticated shoppers."

Ed Henrich, senior vice-president of professional services at Responsys, said: "Congratulations to all the world-class brands that were included this year. Your work is an inspiration to all marketers who aspire to create a deep engagement with their customers and to experiment and innovate in their cross-channel communications."

To obtain a free copy of the 2011 Email Design Look Book, visit the website here.