EasyJet: circular email design to optimize button focus

EasyJet has recently used a circular email design for a cheap seats campaign to optimize the conversion: the CTA (the book now button) gets people ‘drawn in’ because of the round design and contrast.
The full email:

The text in the center is regular text, so already visible when people open the email without downloading images: after the images download the full design makes its impact. A cool and playful design which is effectively executed in this email.


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