Email WOW BookTwoRetail... Fashion... Financial Services... Travel & Leisure... Gaming... Social... Hospitality... Voucher

ContentsRe ta i l

Fa s h i on

F i nanc i a l Se rvi c e s

Trave l & Le i s u r e

Gam ing

Soc i a l

Hosp i ta l i t y

Vo uc h e r

T h e Ema i l Wow B ookFirstly, thank you so much for all the positive comments regarding our inaugural WOW Book. We thoroughly enjoyed pulling it together so

we’re absolutely thrilled that you have found it useful.

So, we’ve been at it again. We’ve been poring over our inboxes looking for those truly great emails that standout from the norm. Whether it’s through enticing copy, outstanding design or an excellent idea - each of the

emails we’ve selected have literally jumped out at us from the inbox and

have made us say “wow”.

So here it is, back due to popular demand; Red C’s Ema i l

WOW book 2.

As always, we hope it sparks creative

ideas for you, the same way

it has for us.

Enjoy!Steve WhiteAccount Director

Re ta i l

This email stood out in my inbox for three reasons:

Simple… but very effective. The copy and the design is straight forward but in a highly engaging and friendly way. I have quickly understood what the email is telling me and what it wants me to do.

Relevancy… on a few levels. It has my name, but also has my shoes and the size – again its simple, but feeling like the email is for me rather than just an email list, really encourages me to click.

Timing… perfect! Landing in my inbox a few days after I had opened my package meant I was still in the ‘honeymoon’ period of my shoe purchase. I was happy they fitted perfectly and I wanted to share this with others. If it had been sent a little later, the novelty would have worn off, and it would have been less likely to trigger a response.

Date: April 2011Subject line: Please review your Marks & Spencer purchase

Katy WhittakerAccount Director

M&S

Over the Easter period I received a great range of lovely Egg-tastic emails from Hotel Chocolat. But none stood out from in my inbox the way this one did. Riding on the back of the hype around Kate and Will’s big day, this was an eye-catching idea with a very quirky subject header. I love the way they present the products, bringing chocolate eggs to life creates a sense of character and humour to their email marketing. I also like the way they position their social media links next to each product throughout the email and “drop a hint” is an interesting approach I have never seen before.

Date: April 2011Subject line: The Big Day is almost here!

Hotel Chocolat

Amy EstcourtAccount Manager

Date: April 2011Subject line: Amazing camera deals just in time for the celebrations!

Lorenzo BurridgeEye Tracking Analyst

Camera retailers differ vastly in their email designs, which begs the question whose design is best at holding the viewers attention? My research tells me it’s the Jessops email. It presents the product range, along with the specs in a clear and attractive way, making it easy for the viewer to grasp and obtain information. What makes it effective in doing this is its clever design layout. Both image and text are presented diagonally from one another, which from an eye-tracking point of view, makes for optimal visual processing of the email right up to the end. As the viewer scrolls down, they are tempted to continue scrolling due to the partial view of the next image. This makes for a consistent level of attention that keeps the viewer interested in the content.

Jessops

Why not see how your company emails fare on our eye tracking demo?

Call Rachael today on: 0161 872 1361

Date: July 2011Subject line: Plain Picture Holiday Greetings

Plain Picture

Here’s a great example of how a really simple idea can draw you into a piece of marketing communication. I recently received this lovely email from plainpicture. It contained the timely message, ‘Holiday Greetings’, which was accompanied by the image of a postcard stand. What made this email intriguing was the fact you could rotate the postcard stand around with your cursor and view all the gorgeous images it had on display.

However that’s not all this email had to offer, because when you clicked on a specific postcard it gave you the option of emailing it to a friend along with your very own personal message. I thought this was a really nice way for plainpicture to get people interacting with their products and even get them sharing them with friends.

Natalie KinseyAccount Executive

Date: April 2011Subject line: Jessops April Fool

Jessops

Andy CampbellCopywriter

This was a really fun job to work on… Jessops emails are always slick, sophisticated and full of interesting camera content, however we showed they like to have a little fun too by creating this fantastic April Fool’s email.

We advertised the release of the Jessops Scent Cam 1DS, supposedly Jessops brand new camera that’s able to take pictures imprinted with smells! To make this idea credible, design and copy was crafted with the same care as any other email product launch, we used big and beautiful visuals and copy that created a strong sense of excitement around the product. Whether you were taken in by this April Fool or not, this highly imaginative idea was simply too intriguing not to read.

Within minutes of its release, the emails went viral and were being mentioned on social media sites and the radio. To top it off, they were even mentioned in the national press, hailed by The Sun as one of their favourite April Fool’s!

We were only joking of course. Unfortunately there isn’t a scent cam

available just yet but if there are any developments – we’ll make sure

you’re the first to know. However if you’re looking for the latest in

cutting edge cameras, you’re in the right place. From motion

detection technology to lenses with incredible zoom – here at Jessops

you’ll always find what you’re looking for at a great price!

View all our latest offers

April Fools!

Compact System CamerasPhoto Printing

Canon 500D Twin Lens Kit

ONLY ATJESSOPS

Canon Cashback offer

UP TO £50 CASHBACK ON SELECTED CANON PRODUCTS

Fa s h i on

Date: April 2011Subject line: Canopy & Stars April News: luxury camping, Easter eggs and hampers!

A nice email from Canopy & Stars who are regularly featured in Toast, an online home and clothing company that I previously subscribed to.

Introducing themselves and bulletpointing the key features of the email is a very nice touch which encourages the recipient to scroll down, or to use the jump links; navigation made easy!

The email also gives the recipient a clear unsubscribe option, making it simple for those who don’t want to receive their newsletters to click there rather than clicking on the junk button.

All call to actions are made very clear as well as social media buttons, with a prominent Facebook banner.

The copy is friendly and this is reflected in the design of the overall email – the doodle of a bank of Canopy & Stars £50 note adds a touch of personality, whilst the beautiful location shots make you want to click though and find out more.

A wonderful email which makes the thought of ‘glamping’ a very attractive idea, especially to anyone who is a camping novice!

Canopy &Stars

Anna ChanJunior Account Executive

I love the concept behind this email. Really clever tactic with a really unusual creative twist!

An online Easter Egg hunt was Ted Baker’s novel way of drumming up fun and excitement over the competitive Easter trading period. They set the challenge to their email recipients to search out Ted’s 10 Most Wanted Eggs but because of the competition’s mechanics not only did it drive people through to the site but it also encouraged customer’s to visit areas of the site that they might not normally visit.

Egg-cellent!

Date: April 2011Subject line: Ted’s Easter Competition Starts Today

Ted Baker

Peter GriffithInteractive Designer

An interesting and novel creative twist on a discount email. Sent as part of a series, this clever email creates a sense of urgency with staggering discounts. The lack of product and seasonal twist means this email looks very different from its market competition. The simple yet effective copy finishes this email off nicely. Love it!

Date: March 2011Subject line: Final call for 20% off – ends midnight tonight

Miriam EastwoodAccount Manager

Boden

These are the only emails that I actually look forward to getting and take the time to read.

They work like a “This Month We Love” editorial from a fashionable magazine. You get tips on where to see/hear/browse, and crucially, buy all manner of cool stuff. And best of all they are personalised to your location. It means the content is always relevant to you and makes you want to click through. I bet they have very good response rates.

The copy tone is subtly in-the-know, but never overwritten, while the design is kept clean and simple, with soft watercolour washes used to separate the content.

Date: June 2011Subject line: Lunch with Dawn Porter? Plus win the last tickets to the Stylist Network event.

Emerald Street

Lara MortonArt Director

The royal wedding caused a right royal flush of emails, some with very tenuous links, but my favourite was this one from Hotter shoes who are very clever direct marketers.

They went as far as to launch a pair of specially designed limited edition Royal Wedding shoes, promoted via this email, about 10 days before the event, when hype was at its height. They came complete with their own Certificate of Authenticity and this email offered an extra £5 off.

Cleverly, they also offered a chance to double your discount if you added a matching bag to your order using the code Royal1.

Finally, they also didn’t forget the chance to recommend them to your friends.

A great idea, well executed.

Hotter

Rosemary WaltonClient Services Director

Date: April 2011Subject line: A Royal Celebration With Up To £10 Off

Date: 23 June 2011Subject line: Get Taylor Printed On The Back Of Your New Shirt

MCFC

A lovely personal way to launch the new ‘must have’ City shirt to all diehard fans. Any email from City will get opened as there is already a high level of interest, but I think the way that the subject header and the shirt are personalised with the recipient’s surname is a great way to connect with the fan base

Rachael TaylorBusiness Development Manager

I’ve been subscribing to Howies emails for a while now. And I really can’t see myself unsubscribing either. Why? Because every email they send me gives me a little something in the copy that makes me smile. Whether that be a lovely thought, a bit of inspiration or a joke. I get the chance to buy their stuff as well of course.

HowiesDate: 10 March 2011Subject line: Epic stuff for spring

Nick CliffeSenior Art Director

Date: May 2011Subject line: Stuart – Steal You Away, 15% off Cox & Cox, Cowboy Junkies, Stock Update etc.

Hush

This email is a great example how a brand can engage with its customers. Hush sends this newsletter out every week. The format is usually the same: usually featuring two or three reviews of books, films or CDs that brand spokesperson, Mandy, has enjoyed recently.

Now you might ask why she is wasting her time writing reviews when she could be sending a sales message. But here’s the thing: Hush sells loungewear. Lovely slouchy, cosy stuff that you might like to wear when you’re staying in. So actually, all those tips on recommended music, films and books make perfect sense. They totally support the Hush proposition which is essentially: enjoy your downtime.

Of course, at the bottom of each email they still offer a Stock Update, which is just a softer way of saying “Hurry! Stock Strictly Limited.” I guess I just like the way each element of the communication has been considered in relation to the essence of the brand.

Stuart ClarkeCopywriter

From an attractive subject line through to engaging content, this email ticks all the boxes.

It’s a great example of an added value content advice email. The email hits your inbox on Thursday – clever, as it’s the perfect time to start thinking about how much time you will have to get home and get out again on Friday evening.

I felt it was a good way of showing a good range of products and tempting people onto their website to read the online magazine.

Very

Angela CromackSenior Account Manager

Date: July 2011Subject line: In a rush? Your guide to looking glam in under 45 mins...

Date: July 2011Subject line: The Fashion Forecast

My-Wardrobe.com

Jennie AmbroseDeputy Creative Director

This is a great idea for a fashion email. Every girl needs to be prepared with the right outfit for the right weather. Well you wouldn’t want to be caught out by a sudden downpour in your peep toes. And you certainly couldn’t soak up the rays in opaque tights.

With the typically changeable British weather, this is a great opportunity for them to showcase a wide range of products. From rainy days through to bright sunshine the recipient can see everything from jackets to accessories.

The email is actually quite simple in terms of layout and click-throughs but the concept and timing is very clever. Oh, and a nice little touch at the end – just in case the forecast is wrong.

The creativity of the White Stuff emails never fail to entertain me. This email in particular caught my eye.

I really like the play on words, which is used throughout the email. It’s a simple yet quirky way to bring key trends to life. I especially like the way it links together male and female clothing. The competition element at the end of the email is a lovely and unique way to finish it off, bringing a great interaction element to the email

White Stuff

Surakshitha Jagadeesh Senior Account Executive

Date: July 2011Subject line: In a rush? Your guide to looking glam in under 45 mins...

Liz BirchenoughArtworker

I subscribe to the Threadless email newsletter and receive regular emails from them. They’re always easy to navigate and really nicely designed, but this is my favourite one so far.

I like how they’ve used a vintage cinema style to bring the T-shirt designs to life. The title of each t-shirt is positioned as if it were the title of a movie, and the designers name is written as if they were the producer.

They carry the theme into the copy with a limited stocks message which says the “films” are only viewing until 5th July date. I also like the faded colours and distressed illustration style which really ties the whole vintage look together.

It’s a good example of how attention to detail can really bring a creative idea to life...and sell more T-shirts.

Date: June 2011Subject line: Now premiering: $10 tees! Guys, girly, and kids tees for less than a movie ticket!

Threadless

F i nanc i a l Se rvi c e s

An email just willing me to open!

This email from ‘beat that quote’ isn’t the prettiest but it has done three things really well. First, it grabbed my attention with a powerful subject header that, as a dad, really caught my eye and compelled me to open. Then it served up HTML rich content that ensured I got the information I needed, despite having my images switched off. Third, it actually found its way into my inbox, which is a very tough ask for an email selling financial products. A sender reputation like that has to have been built on high levels of engagement, which I’m sure are a direct result of the strong headers and HTML content.

BeatThatQuoteDate: June 2011Subject line: Don’t let a court decide your child’s future | Make a will today

Leigh WhitnallSenior Account Manager

Trave l & Le i s u r e

Thomson’s holiday countdown emails are a great example of how to keep customers engaged with a brand.

Each email is tailored to your individual holiday. The first contains links to the ‘MyThomson’ website which offers a whole host of value added content, including your booking information, videos of your hotel, top 10 things to do at your destination, local weather information, recommended restaurants, shops, tourist attractions and lots more. There are also cross-sells on added extras like additional baggage allowance, airport parking and seat selection.

Considering how much information they contain, the communications are clean, simply designed and easy to navigate. But most of all, each one builds a positive impression of the Thomson brand, before you’ve even stepped onto the plane.

ThomsonDate: May 2011Subject line: Thank you for booking your holiday to Santorini

Katharine AllenAccount Director

Date: June 2011Subject line: First class seat sale now on. Hurry! Ends 5 July

Virgin Trains

Claire BrownAccount Manager

I loved the understated style of this digital postcard from Virgin Trains. Resisting the urge to headline with the amazing £27 price point (the full fare for this journey is hundred of pounds!), they opted for a Facebook format and great use of personalisation.

The tone of voice is quite casual and friendly – “Result!” “I could get used to this” – and the low grade camera phone picture style adds a great touch of realism. I like the simplified navigation, which includes their mobile app and a link to Facebook, and I would be really tempted to follow the call to action in the footer and ‘Share the First Class seat sale with your friends’.

To me, this seems a great example of the way that email and social media are becoming increasingly integrated.

Date: UnknownSubject line: Unknown

Like Julian, I also didn’t actually receive this email, but again I was so blown away by this email’s unconventional size and creativity that I simply fell in love with it and had to ensure it made it into the WOW book. The email is an astonishing 12,000 pixels long and through a clever use of blurred images, the Art Director has gone a long way to achieving the sense of sliding down this 14 storey water slide from the safety of the recipient’s inbox.

Beach Park

Sonya GreenwoodArt Director

Julian GrattonManaging Director & Creative Director

OK, I admit it. I didn’t actually get this email delivered into my inbox, but it’s such a great email I simply had to make sure it was entered into this WOW book.

The Canadian Tourism Commission haven’t just pushed the creative boundaries with this email… they’ve absolutely simply smashed them down and swept away the remains. It’s very rare that something surprises me as much as this email did but it’s unconventional size and scale really did make me smile and really did surprise me! At 5,000 by 3,519 pixels it exceeds the maximum Outlook width and it also forces email recipients to scroll a lot – but that’s the beauty of it, it gets you interacting. A great email!

Date: UnknownSubject line: Unknown

Canadian Tourism

Gam ing

Steve WhiteAccount Director

Paddy Power

Wow! What an email! I can honestly say I think this is the best email I have ever received. Timely, relevant and the level of personalisation is something I’ve never come across before in all my time in email marketing. OK, yes they’ve clearly had a significant budget to play with to produce this email and accompanying landing page but my oh my have they spent that budget well.

Firstly the subject header was incredibly timely given the news that was breaking at the time of distribution regarding an “unnamed footballer”; BREAKING NEWS: Steve White denies Super-Injunction! It wasn’t a case of whether I’d open it, it was how quickly could I open it!

The email creative was relatively simple but due to its personalisation it certainly did more than enough to convince me to click through. The page was simply brilliant. Humorous, timely, relevant and personalised. It actually got me questioning whether I actually did have an affair with Imogen Thomas!

Date: May 2011Subject line: BREAKING NEWS: Steve White denies Super-Injunction!

Soc i a l

LinkedIn.comDate: January 2011 Subject line: Adrian, 57 of your connections changed jobs in 2010.

Linkedin is a terrific networking tool for professionals, and I often admonish myself for not being more active on it, but the regular emails help me to keep in touch with work colleagues. This superbly personalised email, arriving in mid-January, did the job of getting me straight back onto the site.

The mantra for good direct marketing is timely, relevant and personal, and this email has all three by the truckload. Timely – January is a month when we all come back to work after the long break with good intentions. A good time to update your LinkedIn profile, as the ‘Let your connections know’ call to action urges. Relevant – it’s important for me to keep up to date when colleagues change jobs or get promoted. Personal – what could make an email more personal than pictures of 57 people I know, all of whom have ‘started something new’?

This email demonstrates exceptional use of dynamic content to create a uniquely personal experience.

Adrian RoweChairman

Hosp i ta l i t y

Although the subject line doesn’t instantly grab my attention and make me want to open the email, I couldn’t help but smile when I did. It got me thinking back to the few, very cringeful moments when my dad has decided to take to the dance floor.

Not only is this email relatable, but it engages with the audience and urges you to take part – there is a pretty good prize too! Much more interesting than the typical emails that just suggest gifts, this email provides the opportunity for you to win something for yourself (or your dad) and organise a present too! All whilst not forgetting to push you to their Facebook site. Plus, with the timing of the email being 6th June – you’ve just enough time to dig out that embarrassing video!

Zizzi

Jessica Williams Junior Account Executive

Date: June 2011Subject line: 2nd main for £1 and Dancing Dads

Ok, so I may be a little biased as I love pizza, but I simply love this email. It may not be brilliantly creative in its design or copy tone but it certainly does tick the ‘cross pollination’ box, which is becoming more and more important in email marketing. It brilliantly links email with social media to create a wonderfully succinct campaign.

Date: April 2011Subject line: Check in with Facebook Places: first 100 eat for free!

Pizza Express

Katie AtkinsonSenior Account Executive

Vo uc he r

Groupon

Daisy RowanJunior Account Executive

Date: July 2011Subject line: Various

The Groupon’s emails may not be the prettiest or the most complex but the nature of their products means that their emails need to hit the spot fast. They have become a part of my daily routine I don’t even need a subject line to prompt me to open the email and reveal the day’s deal.

They are easy to use and navigate around quickly, which is ideal for the busy consumer; furthermore, the great use of HTML text means I can understand what the offer is before turning the images on.

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