What happens when your resident marketing designer gets bored?
Inspired by Ryan Reynold’s out-of-office replies for his former brand Aviation Gin, I set out to make my out-of-office emails more —fun. Each message linked to a Norton title —often one that was publishing that week. The emails also tied back to the real-life reason I was taking time off. Whether I was cluelessly bobbing along my dad’s deep-sea fishing trip, referencing our competitor’s Holiday book suggestion hotline, or highlighting a family reunion, they were all honest, and I would argue, useful, out-of-office messages. I have yet to receive a complaint from upper management.
On vacation (not Italy). Email featured Jewish cuisine expert Leah Koenig’s latest cookbook on the food from Rome’s Jewish community, the oldest in Europe.
Away. Email was sent only to contacts. Featured Perfectly Good Food and linked to the author’s Instagram Reel which was featured in my campaign for AANHPI month in 2023. A truncated version was sent non-contacts.
Holiday break. Email featured one of our big holiday books THE WOK and the Norton website. (Not Penguin Random House’s. See OOO from 12/2021).
A trip back to Oregon. Email featured Mary Roach’s newest science book on the unpredictable world where wildlife and humans meet.
Email led to Norton’s Reader page, where visitors could peruse all of Norton’s offerings.
(Fooled my manager at first.)
I was away celebrating my father’s birthday on his first deep-sea fishing trip. Email linked to the redesigned paperback release of Patrick O’Brian’s MASTER & COMMANDER, the first book of the greatest historical naval fiction series, Aubrey/Maturin.
Family Reunion. My siblings and I hadn’t seen each other for nearly two years due to the pandemic. Email linked to SIBLINGS WITHOUT RIVALRY, the best-selling guide to reducing hostility between siblings.
I was away on a hiking trip. Email linked to ATLAS OF THE INVISIBLE, James Cheshire and Oliver Uberti’s award-winning book of maps and infographics, which chart hidden patterns in human society. This was the email version sent to external senders.
One of Norton’s competitors, Penguin Random House hosts a book hotline, which readers can call in for book suggestions for holiday gifts. Email linked to Norton’s Reader page, which hosts book suggestions based on genre.
Grace Shum 