Email WOW BookSix

Fashion... Retail... Travel... Leisure... Birthdays... & much more...

At Red C, it’s fair to say we love email marketing, some of us might even say we’re a little obsessed.

In 2015 we estimated that we designed, built and distributed over 640 emails for our clients - so we’d like to think we know what we’re talking about. However, we understand as an agency that email marketing doesn’t stand still and is constantly evolving. To help ensure we keep up to date with the latest gimmicks and developments, we subscribe to emails from 100s of businesses and retailers, across a host of different sectors from telecommunications, travel, leisure and fashion.

So, pop the kettle on, sit back and be inspired by our latest selection of emails that have made us say WOW!

We hope you enjoy.Steve WhiteStrategy Director

Contents

Argos

Conf use d.c o m

Ea syJ e t

WWT

Top man

J o u le s

Van s

Ted B ake r

Snap t r i p

S upe rd r ug

Mona rc h

Vi r g i n Tra i n s

J.C rew

No t on t h e h i g h s t r e e t

T h e Ema i l Wow B ook 6

B od en

Date: 2nd February 2016Subject line: Stephen, shed pounds off your quote online today

Argos

Amy RuleJunior Account

Executive

Date: 23rd January 2016

Subject line: A special birthday

message for Amy

Confused.com

Any email marketer worth their salt will tell you how important it is to get your ‘lines’ right, whether that’s a standout subject line or a simple from line. I was really impressed when I read Argos’ HTML line: ‘Not got a pet? Forward this offer onto a friend who does’. Though the email was targeted at pet owners, Argos didn’t ignore the rest of their audience by the tactical use of the HTML line. Not only does this encourage customers to forward on the email, it creates conversation with potential new customers.

The most captivating element of this email has to be the personalisation of the subject line: ‘A special birthday message for Amy’. Soon as I spotted it, I wanted to find out more. The email was perfectly timed too, landing in my inbox on my special day, which made me feel like a valued customer. The design of the email was simple and on brand. There was a clear message for me to click through and discover my personalised birthday message, again building on my relationship with Confused.com.

Steve White Strategy Director

Date: 10th November 2015Subject line: Jemma, celebrate your journey with us - how 20 years have flown

EasyJet

It wasn’t just retailers and travel companies who got loved up this February. Wetlands conservation charity, WWT, also sent out a Valentine’s Day themed email. But unlike those tired attempts to jump on the bandwagon – their email was funny, clever and highly engaging. Aimed at animal lovers, WWT encouraged readers to adopt a Flamingo, a cute way to ask the public to donate to the charity. With clever copy, informative content and a fresh design, the email was a pleasure to read.

Under the skin

Why Customer RelationshipMarketing Matters

Every action, every transaction, every decision we make in our

daily lives is determined by a complex set of inherited attitudes,

learned behaviours and information extracted from our personal

‘knowledge bank’. When we are dealing with companies, as

consumers, or with organisations, as citizens, the same kind of

aggregation of rational and emotional factors comes into play.

Our decision to choose one High Street store over another, or

to save with one bank against another, is determined by our

touchpoints with that organisation.

First impressions are important, and can create instant positive or negative attitudes

to a company. But you can’t build a relationship on a single date. Strong bonds

between an organisation and its customers or citizens are only created by long-term

consistent experience of multiple touchpoints, accumulated over time. That’s why

Customer/Citizen Relationship Marketing (CRM) is important for every organisation

wishing to significantly influence consumer behaviour.

In this short document, we have attempted to show you how Red C works with its

clients to develop those strong bonds that can positively influence behaviour. In the

public sector, our work with OGCbuying.solutions demonstrates how these

‘relationship-building’ techniques are equally valid with a business or professional

audience. More recently, Red C’s work building relationships with daycare settings, on

behalf of the Children’s Workforce Development Council, shows how powerful the

combination of personalised direct mail and trusted sector press can be in engaging

with an audience.

Perhaps the most complete illustration of how effective a CRM programme can be in

delivering organisational objectives is our work with Bupa, with whom we have been

privileged to work on CRM programmes for nine years. By definition, CRM is a long-term

strategic investment, and the highly sophisticated Bupa CRM programme we have

shown here is the result of several years of evolution and refinement.

It demonstrates one of the most important principles of good relationship marketing –

use the knowledge you have about your customers effectively to make your contacts

relevant. The data mining techniques we are applying on behalf of Bupa to ensure

relevance have clearly and measurably improved retention rates and contributed to

their market dominance in the sector.

I hope this helps to clarify the Red C approach to CRM. I look forward to your

comments and questions.

Adrian Rowe Hon F IDM

Red C

Welcome to an agency that believes

in getting under the skin of a client’s

business and customers to create

effective creative communications.

Adrian Rowe, Managing Director

“

“

Adrian RoweChairman

Date: 8th February 2016

Subject line: Five ways to flirt

like a flamingo

WWT

EasyJet turned 20 last year, but there were no signs of aging in this highly engaging and stylish email. The nostalgic content was thoughtful, taking me back to numerous trips I’ve taken with them, which triggered fond memories, and we all know emotive content is a great marketing tactic.

I was also given little nuggets of information and facts about my journeys that kept me engaged and interested to read on. Even better, with tailored holiday suggestions, EasyJet were flying high with this email - I can’t wait to book my next adventure with them!

Jemma Connor Account Manager

Date: 12th February 2016Subject line: To ruff, or not to ruff

Frankie MetzingerSenior Account Executive

Vans

Date: 4th December 2015

Subject line: Today is Vans 50th Year

Anniversary. This is our story.

Who doesn’t enjoy a practical joke? Joules clearly does. They sent me a creative April Fools’ email – introducing me to their latest must-have (for pets too), a Shakespearean ruff collar, to celebrate the poets’ 400th anniversary of his death.

After pondering the idea, I had no choice but to click through and find out for myself. I ended up on a landing page that revealed the prank and a chance to win a weekend away in Stratford-upon-avon – the birthplace of Shakespeare and their brand-new store. April Fools’ Day emails, both delight and provide value for marketing campaigns.

Joules

Happy 50th birthday Vans! As someone who only recently bought their first pair, you could say I’m a little late to the party. It’s lucky I received this email then, inviting me to learn more about the House of Vans’ history.

Staying true to the brand, the email used their famous checkerboard style and youthful illustrations. They also created a quirky animated gif, which encouraged me to watch a video about ‘the story of Vans’. Another clever piece of content was a snippet of their timeline - I’d have to go to their website to find out more and that’s exactly what I did. 50 years may have passed since their doors first opened, yet the brands’ability to persuade and engage with customers remains ‘off the wall’.

Charlie Baker Junior Copywriter

Date: 26th January 2016Subject line: What stage are you at?

Topman

Diana AgopJunior Planning and Insight Executive

Date: 1st February 2016Subject line: Ted will hook you up this weekend

Ted hooked me up with a very striking email. Straightaway I was entranced by the psychedelic graphics and bespoke illustrations. Yet the biggest wow-factor of the email was an invitation to ‘go fishing’ in their digital Valentine’s game. From the CTA, I was sent to Ted’s interactive microsite, where I could play for the chance to win a prize. After I played I was asked to share the campaign on social media.

The game was an innovative way for the brand to show its playful side. I even went back the next day to try the game again –safe to say I was hooked!

Lorna MowbrayJunior Account

Executive

This highly targeted email from Topman wasn’t your ordinary sales email. It was bursting with relevant, added value content from top to bottom, as one last trigger for the January sales.

The concept was Leo DiCaprio’s lack of Oscar wins, which went on to describe different stages of sale shopping, each represented by a scene from one of Leo’s movies. As I scrolled down, I couldn’t help but smile at the amusing images and copy, and we all know humor is a smart marketing and sales tactic. Well done Topman, and congrats to Leo on finally getting his big win!

Ted Baker

Date: 4th January 2016Subject line: Where should we go on holiday next?

SnaptripDate: 8th February 2016Subject line: Try our V day quiz, you’ll LOVE it

Jess Williams Senior Account

Manager

I think the idea behind this email is super. It had a different twist compared to other Valentine’s emails I received in my inbox this year. Similar to the magazine quizzes I used to play as a kid – I couldn’t wait to find out what the perfect products are for me. I really enjoyed the light-hearted and friendly tone of voice used within the copy, it made the email more appealing to interact with. There wasn’t a box or panel in sight, but thanks to the creative design, I had no trouble navigating my way down. A lovely Valentine’s treat.

Any email that gets me excited for holiday season is a winner in my book. Snaptrip invited me to find out where I should go on holiday next... all I had to do was take their interactive quiz. This is a great piece of added value content and a fun way to boost my relationship with the holiday company. I was also whisked away by Snaptrip’s straightforward copy and their friendly tone of voice. It was refreshing to read a no nonsense kind of email.

Superdrug

Jennie Ambrose Head of Creative

Monarch

Date: 27th January 2015

Subject line: Barcelona: Where next?

I don’t need much persuading when it comes to booking a holiday, sometimes a little bit of inspiration is all it takes. When I opened this email from Monarch, I was greeted by a nod back to my last holiday with the airline – great use of personalisation. The timing was thoughtful too, landing exactly a year from my last holiday to Barcelona.

Further down the email I found deals and blogs, just waiting for me to click on. ‘Give me sunshine or a city break’ you say? Yes please. And just like that I’m on their website. Told you I didn’t need much persuading.

Virgin TrainsDate: 11th February 2016Subject line: Only 2 days till you travel!

Virgin Trains really have got their email marketing down to a T. Just like their trains, this email arrived in my inbox in time for my journey. On board was all the relevant information I needed and more – including essential travel tips, a coffee voucher and even the weather forecast for my destination. Like most Virgin emails, the copy was witty and charming. I couldn’t help but read on. The colour pallet and clean design was on brand, too. What more could you want from a travel email?

Jemma Connor Account Manager

Steven OakesHead of Digital

J.Crew

Date: 9th February 2016

Subject line: Our triple-word score

sale: Extra 30% off starts now

Not on the high street

Date: 6th February 2016

Subject line: Your V-day gift finder.

Mwah

Not on the high street made me fall in love with them all over again this Valentine’s Day, with another smooth talking email. The copy was fun and enjoyable to read, I wouldn’t expect anything less from this brand. The design was easy on the eye too, with attractive backgrounds and romantic colours.

The online retailer found the right balance of copy and images, too. Cupid perfectly timed this email to land in my inbox just over a week before the big day, giving me enough time to pick the perfect gift.

Katy Whittaker Planning & Insight Manager

This is one of the most creative and sophisticated sale emails I’ve seen this year. J.Crew had fun with a scrabble theme, both in their copy and design.

I loved the play on words of ‘triple-word score’ in the subject line, telling me something exciting is happening, in this case - an extra 30% off saving. Upon opening the email, I wasn’t welcomed by a loud offer message, instead what caught my attention was the contemporary and unique design. In keeping with the scrabble theme, a selection of blocks spelt out words to describe their sale: ‘the best’, ‘OMG’ and ‘great finds!’ And that’s exactly how I’d describe this J.Crew’s email.

Adrian RoweChairman

Under the skin

Why Customer RelationshipMarketing Matters

Every action, every transaction, every decision we make in our

daily lives is determined by a complex set of inherited attitudes,

learned behaviours and information extracted from our personal

‘knowledge bank’. When we are dealing with companies, as

consumers, or with organisations, as citizens, the same kind of

aggregation of rational and emotional factors comes into play.

Our decision to choose one High Street store over another, or

to save with one bank against another, is determined by our

touchpoints with that organisation.

First impressions are important, and can create instant positive or negative attitudes

to a company. But you can’t build a relationship on a single date. Strong bonds

between an organisation and its customers or citizens are only created by long-term

consistent experience of multiple touchpoints, accumulated over time. That’s why

Customer/Citizen Relationship Marketing (CRM) is important for every organisation

wishing to significantly influence consumer behaviour.

In this short document, we have attempted to show you how Red C works with its

clients to develop those strong bonds that can positively influence behaviour. In the

public sector, our work with OGCbuying.solutions demonstrates how these

‘relationship-building’ techniques are equally valid with a business or professional

audience. More recently, Red C’s work building relationships with daycare settings, on

behalf of the Children’s Workforce Development Council, shows how powerful the

combination of personalised direct mail and trusted sector press can be in engaging

with an audience.

Perhaps the most complete illustration of how effective a CRM programme can be in

delivering organisational objectives is our work with Bupa, with whom we have been

privileged to work on CRM programmes for nine years. By definition, CRM is a long-term

strategic investment, and the highly sophisticated Bupa CRM programme we have

shown here is the result of several years of evolution and refinement.

It demonstrates one of the most important principles of good relationship marketing –

use the knowledge you have about your customers effectively to make your contacts

relevant. The data mining techniques we are applying on behalf of Bupa to ensure

relevance have clearly and measurably improved retention rates and contributed to

their market dominance in the sector.

I hope this helps to clarify the Red C approach to CRM. I look forward to your

comments and questions.

Adrian Rowe Hon F IDM

Red C

Welcome to an agency that believes

in getting under the skin of a client’s

business and customers to create

effective creative communications.

Adrian Rowe, Managing Director

“

“

Boden

Date: 23rd January 2016

Subject line: Today is YOUR day & your

next birthday is AGES away...

I love a Boden email, in fact I’ve made sure we squeezed not one but two emails in our WOW book.

On my birthday, a timely and personalised postcard email landed in my inbox, with a voucher to celebrate. The design and offer was straightforward, yet at the same time in keeping with the Boden personality.

A few weeks later, I was sent a reminder email encouraging me to use my voucher. This again was well timed, giving me chance to shop before it expired. For consistency the design mirrored that of the first email and the copy was brought to life with witty lines. I may not have used my voucher, but both emails worked well together as a programme to keep me clicking.

20 16Design Stuff

To find out how we can give your email marketing

the WOW factor, contact Steve

on swhite@redcmarketing.com or call 0161 872 1361

Amy Estcourt Account Director