The positive feedback we’ve been getting from our series of Email Marketing WOW books has been nothing short of incredible, thank you so much to all those who spared the time to share their thoughts. Hopefully they’ve inspired you the same way they have us. What you’ve got to remember about emails is that there’s always a new one just about to pop into your inbox. In fact it’s said that around 2.8 million emails are sent every second! That’s why at Red C we never stop pouring over them. Eagerly waiting to discover a new email that cuts through the inbox clutter and dazzles even us email geeks. And what results have we got from our most recent efforts? Possibly our best compilation of emails yet...Get ready for The Email WOW Book 3... a new series of emails that will dazzle you with spellbinding copy, jaw dropping design or a mind-blowing idea. Enjoy!

1. EmailWOWBook
ThreeRetail... Fashion... Financial Services... Travel & Leisure...Gaming... Social... Hospitality... Voucher

2. Contents
Travel & Leisure
Hospitality
Misc
Retail
Fashion
Financial Services
The Email Wow Book
Wow! The positive feedback we’ve been getting from our series of
email WOW books has been nothing short of incredible, Thank you so
much to all those who spared the time to share their thoughts. Hopefully
they’ve inspired you the same way they have us.
What you’ve got to remember about emails though
’
is that there’s
always a new one just about to pop into your inbox. In fact
’
it’s said
that around 2.8 million emails are sent every second! That’s why at
Red C we never stop pouring over them. Eagerly waiting to discover a
new email that cuts through the inbox clutter and dazzles even us email
geeks. And what results have we got from our most recent efforts?
Possibly our best compilation of emails yet...
Get ready for The Email WOW Book 3... a new series of
emails that will dazzle you with
spellbinding copy, jaw dropping design
or a mind-blowing idea.
Enjoy!
(Source: Radicati Group April 2010)
Steve White
Strategy Director

3. Retail

4. For a girl with little time on her hands,
when I receive a promotional email I want
to know exactly what is being offered at a
glance. So this example from Interflora is
my kind of email, simple and to the point.
It has a straightforward, clean design with
hardly any text making it very easy to read.
With barely one paragraph in this email I
knew within seconds exactly what the offer
was and how to go about getting it.
This email lists a number of its bouquets
in a visually stimulating way, providing a
clear call to action but without becoming
too monotonous.The email also manages
to introduce their wider product range,
without overloading you with images.
So not only could I order my mum a nice
bunch of flowers but I could also send her
some personalised cupcakes to go with it,
all at the click of a button.
Date:Wednesday 7th March 2012
Subject line: Exclusive 12% off – ends in 3 days
Susie Whitby
Account Executive
InterfloraVistaPrint
Date: Monday 28th May
Subject line: Everything must GO
Vistaprint give a lesson on how
personalisation in emails should be done in
this cracking sale email.A large number of
items from this ‘explosive sale’ featured one
of my very own pictures, including a t-shirt
and a photo book. Now that’s always going
to be a fab way to make your reader sit up
and take notice!
Surakshitha Jagadeesh
Account Manager

5. Jessops
Date:April 2012
Subject line: Jessops April Fool
Those people at Jessops, they’re not just good with cameras
you know, they’ve got a wicked sense of humour too.And we
thought the perfect time to show off their funny side was
during April Fool’s Day.
So what did we do? We created an April Fool’s Day email
which looked no different to any other Jessops email…
dynamic design, expert camera content and lots of intriguing
click-throughs.The only difference was that this email was
advertising the groundbreaking Balattro noPod, the device
that enables your camera to float in midair when taking
pictures!
Of course, it was a wind up, but when you read the
instructions on how to operate the device along with
the science behind its creation, and it’s easy to see why
customers fell for this hoax.Well played Jessops,
well played.
Andy Campbell
Copywriter

6. Fashion

7. These emails from Boden, Howies and River
Island demonstrate the importance of email
frequency. Each of them announces a big
sale and then sends a second email at a later
date to warn you that the offer is coming to
an end.
The timing of the second email turns it into
an effective hurry message that feels both
relevant and unobtrusive.Another reason I
like these emails is because the creative is
kept consistent in both messages, which not
only gives the audience familiarity, but also
helps reduce the costs of creating two emails.
I was particularly impressed with River Island.
In their second email they played on their
popularity and personalised the design with
a signature.They also integrated social media
using a hashtag, which is a great way to
encourage customers to talk about the brand.
Date: June/July 2012
Subject line:Various
River IslandBoden &Howies
Date: June/July 2012
Subject line: Sequential sales emails
Jessica Williams
Account Executive

8. This email instantly grabbed my attention thanks to its
good use of personalisation and flattery in the subject
line.This was followed up nicely with a strong leading
message that ensured that I browsed towards the giant
green click through button and checked out the
benefits of “being a VIP”.
But I think there’s two key reasons as to why this email
really works. First off, the ambiguity of not listing the
benefits of being a VIP makes you want to click
through even more.And best of all, the giant green
button itself.Your eyes are naturally drawn to it and
there’s a large yellow hand begging you to poke it…
seriously, who’s going to be able to resist that?
Date: Monday 22nd April
Subject line:Andrew, we think you’re a VIP
Asos
Andrew Burridge
Account Executive
Who says guys don’t engage with fashion
emails?
Burton send out the Friday Re:Fresh every
week, and they’ve got plenty of tricks up
their sleeve to keep it fresh and engaging.
Think animated GIFs, image captions,
customer reviews, lively use of colour, style
advice and, crucially, plenty of opportunities
to click through and shop.
It’s the classic “something for the weekend,
sir” idea and I love it.
Burton
Who says guys don’t engage with fashion
emails?
Burton send out the Friday Re:Fresh every
week, and they’ve got plenty of tricks up
their sleeve to keep it fresh and engaging.
Think animated GIFs, image captions,
customer reviews, lively use of colour, style
advice and, crucially, plenty of opportunities
to click through and shop.
It’s the classic “something for the weekend,
sir” idea and I love it.
Date: Friday 25th May
Subject line: New Arrivals in the Friday
Re:Fresh! Shop Vests, Shorts + Festival
Accessories...
Stuart Clark
Senior copywriter

9. Date: Friday 25th May
Subject line: Get the royal treatment with
Diamond Jubilee ensembles fit for a Queen.
mywardrobe.com
What I love about this email from
Warehouse is that it says ‘We value your
opinion’. Marketing is now all about sharing
and encouraging customer interaction and
this email gets that spot on.
The email starts with a strong ‘Like, Rate
Love’ headline, which ties to a Facebook
competition to win your favourite pieces
from the range. Further down, the products
are then split into 3 sections:‘Most liked by
you’,‘Top rated by you’ and ‘Our top picks’.
This allows the reader to see what everyone
else’s favourite pieces are and compare
them to what products Warehouse
recommend.
Fashion trends are all about who’s wearing
what, so what better way to push products
than by showcasing real customer top picks.
It’s a neat use of social interaction that not
only reinforces the idea that the reader is
part of a group (when interacting with the
brand), but will likely get them spending
more too.
Warehouse
Katherine Allen
Account Director
Date:Tuesday 15th May
Subject line:WIN all your must-haves | Free
delivery hurry ends midday Wednesday
My inbox was pretty much packed with
Jubilee themed email offers, and this was
one of my favourites.
I like the way they take the modern outfit
ideas concept and supplement it with black
and white photos, which gives the whole
thing a really nostalgic feel – totally in
keeping with the feel-good Jubilee vibe.
Miriam Eastwood
Senior Account Manager

10. There’s a time and a place for sideways
scrolling emails, and Next nailed it with this
gorgeous little number.A series of beautiful
summer dresses are showcased from left to
right, and I think the content is all kept
together nicely thanks to being designed as
a scrolling sideways email. Kudos Next!
Next
Wayne Pretl
Senior Interactive Designer
Date: June 2012
Subject line: New season summer dresses...
I’ve got to be honest, it doesn’t take much
to get me to click through an email and buy
a gorgeous new dress! That said, this Next
email did a great job in luring me into their
latest occasionwear pieces. I was drawn in
by its classy vintage design and intriguing
click-through titles like ‘Secret Garden
Party’ and ‘Races and Regattas’. It was also
clean and uncluttered, which meant I could
get straight to the things I wanted without
any hassle.Ace!
Date:Wednesday 16th May 2012
Subject line: Elegant dresser & summer shoes –
shop for your next occasion
Dawn Greaves
Studio Manager
Next

11. Howies
Date: Monday 28th March 2012
Subject line: 15% off ends midday
This sales email is from Howies, the active
clothing company. What I love about it is
that it actually looks nothing like a regular
sales email. First off, rather than having a
large heading screaming ‘sale’, there’s just
an image of a bike parked up at a country
road sign that just happens to say ‘15%’
on it.
Underneath that are a few short lines of
copy in a common 12-point font. It’s all
very understated and there’s a distinct
lack of design, and that makes it look
both cool and friendly. In fact, it would be
understandable if you first mistook this as
a personal email from a friend, and I found
that to be an endearing and memorable
way to present the message to the reader.
Natalie Kinsey
Senior Account Executive

12. Financial Services

13. COMPETITION PANEL
TBCWe know that everyone’s purse strings are a bit
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you could win yours FREE for a year!
Hi Katie,
It’s St Patrick’s Day tomorrow… The day
where shamrocks are worn on lapels,
rivers are dyed green and city streets
from Dublin to Sydney are lined with
high-spirited revellers making the most
of the great craic!
Here’s your pot of gold from Swinton:
• £75 Cashback on Car Insurance
• £50 Cashback on Home Insurance
• 3 months FREE on Breakdown Cover
Sláinte!
The Swinton Team
St Patrick’s Day Cashback deals!
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Bike
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with £30 Cashback
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Date: 16th March 2012
Subject line:A pot of gold for you…
COMPETITION PANEL
TBCWe know that everyone’s purse strings are a bit
tight at the moment, so we thought we’d give you
one less thing to worry about... the cost of your
Car Insurance! Enter our prize draw today and
you could win yours FREE for a year!
ack
with 3 months free
3 MOnths
FREE
Breakdown Cover
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Get more
competitions,
exclusive offers
and discounts
Car Insurance
WINa year’s
FREE
Quote
To find out more call
0800 954 1334
Caravan
Travel
Van
Bike
Offers
£££
Car
Home
Life
Business
re info
Instant
Quote
COMPETITION PANEL
TBCWe know that everyone’s purse strings are a bit
tight at the moment, so we thought we’d give you
one less thing to worry about... the cost of your
Car Insurance! Enter our prize draw today and
you could win yours FREE for a year!
Hi Katie,
It’s St Patrick’s Day tomorrow… The day
where shamrocks are worn on lapels,
rivers are dyed green and city streets
from Dublin to Sydney are lined with
high-spirited revellers making the most
of the great craic!
Here’s your pot of gold from Swinton:
• £75 Cashback on Car Insurance
• £50 Cashback on Home Insurance
• 3 months FREE on Breakdown Cover
Sláinte!
he Swinton Team
St Patrick’s Day Cashback deals!
GO
£75
Cashback
on Car Insurance
Type PMWTEM467 over
the existing code online
Instant
Quote
More info
£75Cashback
£50
Cashback
on Home Insurance
Type HMWTEM964 over
the existing code online
£50
Cashback
Instant
Quote
More info
Bike
Insurance
with £30 Cashback
£30
Cashback
with 3 months free
3 MOnths
FREE
Breakdown Cover
with £35 Cashback
*
Life Insurance
£35
Cashback
*
Home Emergency
Protection
with 3 months free
3 MOnths
FREE
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Follow us on
twitter
Forward to a
friend
Get more
competitions,
exclusive offers
and discounts
Car InsuranceWINa year’s
FREE
Quote
To find out more call
0800 954 1334
Caravan
Travel
Van
Bike
me
Caravan
Travel
Van
Bike
Offers
£££
Car
Home
Life
Business
More info
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Instant
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COMPETITION PANEL
TBC
We know that everyone’s purse strings are a bit
tight at the moment, so we thought we’d give you
one less thing to worry about... the cost of your
Car Insurance! Enter our prize draw today and
you could win yours FREE for a year!
ths free
hs
E
n Cover
Follow us on
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Forward to a
friend
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friend
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friend
Follow us on
twitter
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friend
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friend
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friend
Get more
competitions,
exclusive offers
and discounts
Car Insurance
WINa year’s
FREE
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To find out more call
0800 954 1334
Caravan
Travel
Van
Bike
Offers
£££
Car
Home
Life
Business
nt
e
Swinton
Sophie Bennett
Account Manager
It was inevitable that lots of companies
would join in the St Patrick’s Day
celebrations and send out an email
message to their customers. But Swinton
Insurance managed to stand out more
than most by creating this unique
sideways scrolling email.
This kind of email tends to visually
dominate and this one from Swinton is
no different. It leads you in with a short
but sweet introduction into Swinton’s
latest offers before giving the reader an
unconventional and captivating way to
scroll through the offers.

14. Travel & Leisure

15. Amy Escourt
Senior Account Manager
This offer email from Virgin stood out in my
cluttered inbox mainly because of the
simplicity of the design, by using a cash
machine template to promote the £10
voucher it helped create a really clear
message. It also demonstrated to me that
sending a postcard email with a single
objective can be just as effective and eye
catching.The big, bold header copy helped
encourage me to continue scrolling down
the email and I also liked the word “yours”
being used throughout as it felt like the
email was quite personable. This was also
reflected in the subject header “Amy £10
off your next journey” and encouraged me
to open to click through to the site.
I get these Easy Voyage emails once a
month and the value added content is
always thoughtful, useful and has me
clicking through for more.This particular
email is called: How to reduce the cost
of your holiday, and as a tight-fisted
so and so this subject certainly grabbed
my attention!
Not only is the content of Easy Voyage
emails always of interest, it’s well laid
out too and has the right amount of
visuals and copy to keep me intrigued.
EasyVoyage
Date:Tuesday 5th June
Subject line: 10 ways to cut the holiday bill
this year plus breaks from just £100pp
Date:Thursday 26th April 2012
Subject line:Amy £10 off your
next journey
VirginTrains
Steve White
Strategy Director

16. Date: Monday 2nd April
Subject line: KATIE get £50 & the chance to
win £1,000 to spend on travel!
Who says no to the chance of winning
£1,000 to spend on travel? Certainly not
me! When I saw the subject line for this
email it was open in a flash.Then I read the
headline and saw the quirky little
illustration and I couldn’t help but chuckle.
What an interesting proposition! And it was
presented in a simple, funny and captivating
way that had me wanting to click through
and learn more.
STA
Katie Atkinson
Account Manager
Date: Friday 18th May 2012
Subject line: Picture yourself on
your dream holiday
Thomson
Emma Beagrie
Account Director
What’s the first thing you do when you
come back off holiday? Look for another
one of course! Well, that’s what I did when
I recently came back off my Thomson
holiday to Menorca. I needed something
to look forward to so went back on the
Thomson website to look for what
availability they had for September. I did
a quick search and looked at Sardinia and
Southern Spain. Nothing quite took my
fancy so I left the site.The next day I got
this lovely email from Thomson, which had
cleverly picked out all of the destinations
I’d been looking at the previous day, giving
me little snippets of information about the
destinations I’d been looking at including
the average temperature in September,
places to see and ultimately, their
recommendation of where to stay along
with the price – all doing their bit to entice
me back to the site.This was the first in
a series of emails I got following visits to
their site, showing that just because a
customer has left a site without purchasing,
an email can give them that little nudge to
go back.

17. Hospitality

18. A good newsletter should be informative,
interesting and topical.And on top of that,
Chef & Brewer wanted theirs to drive online
bookings too.
So we created one that achieved both.We
wrote copy that expressed just how
passionate Chef & Brewer are about the
food they serve, whilst drawing the
customers eye to new dishes on the menu.
We then supported this with tips on
complementary wines and updates on the
latest deals available at the customer’s local
Chef & Brewer pub.
Finally, we placed a prominent call to action
above the fold of the email, and numerous
click-through opportunities throughout.The
result was an e-newsletter as hardworking
as it was engaging.
Chef &Brewer
Thomas Mitton
Account Executive
Book your
table onlineBook Now
Food
driNk
News
eveNts
oFFers
ABout
Home Food driNk News eveNts oFFers ABout
CHeCk AvAilABility
ANd Book
Did you know you can book
a table at your favourite
Chef & Brewer via our website?
We recently won the ‘Best
Branded Pub Restaurant of the
year award’ thanks to our menu
developed by Paul Fitzpatrick
scroll down for new menu highlights and latest offers
The Didsbury
Book oNliNe Now
oN tHe meNu
todAy…
Dear <Sample>,
To greet the start of Spring, we’ve launched our
new, mouth-watering Spring/Summer Menu.
Using the best seasonal ingredients our head
chef, Kevin Steppe, has created a collection of
delightful, flavoursome dishes guaranteed to whet
your appetite.
Pop down to your local Chef and Brewer to
sample some of the delights on offer… there’s
West Country Whitebait, Mackenzie Yorkshire
Smokehouse Chicken Salad and Summer
Bread & Butter Pudding to name but a few.
We’ve also got a delicious Easter Roast on offer
– a great excuse to get friends and family
together over the bank holiday.
Enjoy!
PS. This gorgeous sunny weather is the perfect
reason to get your friends or family together... and
our new Spring/Summer platter is sure to make
anyone smile!
<Pub name>
our evening deal
our lunch deal
Flavour of seafood
events & deals at your local Chef & Brewer
Join us between 2nd & 30th April
for a special 2 or 3 course treat
Great dishes from £4.99
Monday to Saturday until 5pm
Two courses for £9.99
Monday to Thursday after 5pm
Book online
Meet the Chef
View our new menu
Events & deals
Join us for Easter
Home Food driNk News eveNts oFFers ABout
This email was sent because you joined our eClub in one of our pubs, online or at one of our events. Your
email address will not be shared with anyone. You can remove your name from the list at any time by clicking
the unsubscribe link on this email and you will be removed from our list immediately. Spirit Pub Company plc.
Sunrise House, Ninth Avenue, Burton-Upon-Trent, Staffordshire, DE14 3JZ.
votevote
Like us for special
offers and news
Follow us and join
the conversation
Treat yourself to a taste of Spring with our new Spring/Summer menu at
<Didsbury> Chef & Brewer, view the menu.
If your images are not displaying correctly please click here.
Don’t miss out on the latest Chef & Brewer offers, chefandbrewer@chefandbrewer.fbmta.com, don’t forget to add it to
your address book, find out how here.
New spring/summer menu
the taste of spring is here!
delights on our new menu...
view New meNu
Mediterranean Veg Tart a roasted
vegetable, pesto and three-cheese
filo pastry tart.
Brewers Chicken strips of tender
chicken breast topped with crispy
bacon and Cheddar.
Chef & Brewer Platter breaded
prawns, chicken breast skewers,
baked goat’s cheese... and more!
Crème Brûlée a rich and creamy
vanilla brûlée with caramelised crisp
sugar, finished with strawberries.
Scallop & Prawn Salad Black Pearl
scallops and tiger prawns with a
rocket & semi-dried tomato salad.
Ice Cream Cookie Cup a chocolate
chip cookie cup filled with three
scoops of dairy ice cream.
view tHe meNu &
Book your tABle todAy
Gather your friends and family together and join
us on Sunday 8th April and Monday 9th April
and discover the delights of our Easter menu.
Ready and waiting for you to try we have several
dishes from sumptuous Sunday Roasts, to
Seafood Linguine, or why not try our gorgeous
roasted Mediteranean Vegetable Tart.
To discover everything else we have for you,
simply click here.
discover our amazing easter menu
2 courses for £15.99
3 courses for £18.99
Fresh and bursting with flavour,
our Niçoise Salad made with
organic Shetland salmon is a
delicious, summery twist on a
classic dish.
Book oNliNe Now
why not try our...
organic shetland
salmon Niçoise salad?
Fresh, fruity and zippy. That’s just three words that
will come to mind when you sip on this gorgeous
Nobilo Marlborough Sauvignon Blanc which is
famous for its grassy and gooseberry flavours.
A perfect partner…
When designing the
Chef and Brewer Spring/
Summer menu, we sourced
some of the best seasonal
produce from across the
UK to create a collection of
dishes that are fresh, crisp,
light and healthy.
Our menu is full of fresh
salads, tender seasonal
vegetables, succulent
meats and of course,
delicious seafood.
Kevin Steppe
Menu Development Chef
Meet the
Chef...
Book your
table online
Book Now
Food
driNk
News
eveNts
oFFers
ABout
Home
Food
driNk News
eveNts oFFers ABout
CHeCk AvAilABility
ANd Book
Did you know you can book
a table at your favourite
Chef & Brewer via our website?
We recently won the ‘Best
Branded Pub Restaurant of the
year award’ thanks to our menu
developed by Paul Fitzpatrick
scroll down for new menu highlights and latest offers
The Didsbury
Book oNliNe Now
oN tHe meNu
todAy…
Dear <Sample>,
To greet the start of Spring, we’ve launched our
new, mouth-watering Spring/Summer Menu.
Using the best seasonal ingredients our head
chef, Kevin Steppe, has created a collection of
delightful, flavoursome dishes guaranteed to whet
your appetite.
Pop down to your local Chef and Brewer to
sample some of the delights on offer… there’s
West Country Whitebait, Mackenzie Yorkshire
Smokehouse Chicken Salad and Summer
Bread & Butter Pudding to name but a few.
We’ve also got a delicious Easter Roast on offer
– a great excuse to get friends and family
together over the bank holiday.
Enjoy!
PS. This gorgeous sunny weather is the perfect
reason to get your friends or family together... and
our new Spring/Summer platter is sure to make
anyone smile!
<Pub name>
Book online
Meet the Chef
View our new menu
Events & deals
Join us for Easter
Treat yourself to a taste of Spring with our new Spring/Summer menu at
<Didsbury> Chef & Brewer, view the menu.
If your images are not displaying correctly please click here.
Don’t miss out on the latest Chef & Brewer offers, chefandbrewer@chefandbrewer.fbmta.com, don’t forget to add it to
your address book, find out how here.
New spring/summer menu
the taste of spring is here!
delights on our new menu...
view New meNu
Mediterranean Veg Tart a roasted
vegetable, pesto and three-cheese
filo pastry tart.
Brewers Chicken strips of tender
chicken breast topped with crispy
bacon and Cheddar.
Chef & Brewer Platter breaded
prawns, chicken breast skewers,
baked goat’s cheese... and more!
Crème Brûlée a rich and creamy
vanilla brûlée with caramelised crisp
sugar, finished with strawberries.
Scallop & Prawn Salad Black Pearl
scallops and tiger prawns with a
rocket & semi-dried tomato salad.
Ice Cream Cookie Cup a chocolate
chip cookie cup filled with three
scoops of dairy ice cream.
view tHe meNu &
Book your tABle todAyGather your friends and family together and join
us on Sunday 8th April and Monday 9th April
and discover the delights of our Easter menu.
Ready and waiting for you to try we have several
dishes from sumptuous Sunday Roasts, to
Seafood Linguine, or why not try our gorgeous
roasted Mediteranean Vegetable Tart.
To discover everything else we have for you,
simply click here.
discover our amazing easter menu
2 courses for £15.99
3 courses for £18.99
Fresh and bursting with flavour,
our Niçoise Salad made with
organic Shetland salmon is a
delicious, summery twist on a
classic dish.
Book oNliNe Now
why not try our...
organic shetland
salmon Niçoise salad?
Fresh, fruity and zippy. That’s just three words that
will come to mind when you sip on this gorgeous
Nobilo Marlborough Sauvignon Blanc which is
famous for its grassy and gooseberry flavours.
A perfect partner…
When designing the
Chef and Brewer Spring/
Summer menu, we sourced
some of the best seasonal
produce from across the
UK to create a collection of
dishes that are fresh, crisp,
light and healthy.
Our menu is full of fresh
salads, tender seasonal
vegetables, succulent
meats and of course,
delicious seafood.
Meet the
Chef...
I initially opened this email from Pizza
Express because the subject header
read ‘Happy Birthday Sonya’, which
was intriguing.
But what really made this email stand out
from the crowd was its unique use of
personalisation.To my surprise, my name
was displayed in the main image of the
email, written in the pizza dough flour.
I’ve never seen this type of email
personalisation before and it was really nice
to see.Together with the Happy Birthday
message and free bottle of Prosecco offer,
it was hands down the most memorable
Happy Birthday message I’ve ever had.
PizzaExpress
Sonya Greenwood
Art Director
Date:Wednesday 6th June 2012
Subject line: Happy Birthday Sonya
Date: 30th March 2012
Subject line:Tom, our new menu has arrived!
Take a look at our fabulous new, summer
dishes.

19. Misc

20. Date:Wednesday 30th May
Subject line:A message from Alan Carr about
our Viewer Promise
Channel4
Daisy Rowen
Junior Account Executive
I love Alan Carr, so when I received an email
message from him I was instantly curious
to see what he had to say.
Turns out he wanted to tell me all about
Channel 4’s new Viewer Promise, the
principles in which they use and share
viewers’ data, and why this promise would
affect my privacy policy with Channel 4.
The header read:We’ve launched our Viewer
promise and updated our terms of Use,
Privacy Policy and Cookies Policy. Not only
does this title come across as booorrring,
on first impressions it’s also daunting and
potentially worrying. But that’s why the
Channel 4 team cleverly got Alan Carr to
tell me the news. His inclusion was enough
to keep me reading on, and I’m glad I did.
His video on the subject was reassuring, the
content is made easy to understand and,
most importantly, it’s funny. I watched the
video with a smile on my face from start to
finish, and a subject matter that would
normally be a turn off became a huge
source of entertainment.
Well done Channel 4!
DMANorth
Date:Wednesday 2nd May 2012
Subject line: Oops! Did you spot our typo in
the DMA North Ball email? Here’s what it
should say...
I was scouring my inbox when this quirky
subject line caught my eye: Don’t be a
Cinderella.Turns out it was an invitation
from DMA Events to the DMA North Ball.
There was nothing exceptional about the
content of the email, but its hurry message
was enough for me to sit up and consider
the offer.
But there was one big problem… they had
given a London address for the event when
it was in fact taking place in Manchester!
Mistakes like this can not only affect
response rate, it can annoy customers
and make a company look unorganised
and unprofessional. However, DMA were
smart enough to turn a mistake into an
opportunity and they did this by resending
the email with the right address and a new
subject line: Oops! Did you spot our typo in
the DMA North Ball email? Here’s what it
should say...What’s clever about this is that
they don’t actually tell you what the typo
is, so you’re compelled to look for it instead
and re-read the email again.
Leigh Whitnall
Account Director

21. 2012
Design Stuff