Inspirational email marketing; Red C's Email Marketing WOW Book 3

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!

Transcript

1. Email WOW Book Three Retail... 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 Interflora Vista Print 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 J agadeesh 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 Island Boden & Howies Date: June/July 2012 Subject line: Sequential sales emails J essica 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 P retl Senior Interactive D esigner 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 D awn 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 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! 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! GO £75 Cashback on Car Insurance Type PMWTEM467 over the existing code online Instant Quote More info £75 Cashback £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 Insurance WINa year’s FREE Quote To find out more call 0800 954 1334 Caravan Travel Van Bike Offers £££ Car Home Life Business Caravan Travel Van Bike Offers £££ Car Home Life Business More info More info Instant Quote Instant Quote Instant Quote Instant Quote Date: 16th March 2012 Subject line: A pot of gold for you… 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! 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 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! 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 £75 Cashback £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 Insurance WINa 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 More info Instant Quote Instant Quote Instant Quote Instant Quote 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 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 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. Easy Voyage 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 Virgin Trains 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 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> 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. vote vote 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 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. 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. Pizza Express 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 Channel 4 D aisy R owen J unior 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! DMA North 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