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.

1. EmailWOWBook
SixFashion... Retail... Travel... Leisure...Birthdays... & much more...

2. 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 White
Strategy Director
Contents
Argos
Conf used.com
EasyJet
WWT
Top man
Joules
Vans
Ted Baker
Snapt rip
Superd rug
Monarch
Virgin Trains
J.Crew
Not on t he
high st reet
The Email
Wow Book 6
Boden

3. Date: 2nd February 2016
Subject line: Stephen, shed pounds off your
quote online today
Argos
Amy Rule
Junior 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

4. Date: 10th November 2015
Subject 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.
Why Custome
Marketing Mat
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 Rowe
Chairman
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

5. Date: 12th February 2016
Subject line:To ruff, or not to ruff
Frankie Metzinger
Senior 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

6. Date: 26th January 2016
Subject line:What stage are you at?
Topman
Diana Agop
Junior Planning and
Insight Executive
Date: 1st February 2016
Subject 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 Mowbray
Junior 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!
TedBaker

7. Date: 4th January 2016
Subject line:Where should we go on
holiday next?
Snaptrip
Date: 8th February 2016
Subject 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

8. 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.
VirginTrains
Date: 11th February 2016
Subject line: Only 2 days till you travel!
VirginTrains really have got their email
marketing down to aT. 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 mostVirgin 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 Oakes
Head of Digital

9. J.Crew
Date: 9th February 2016
Subject line: Our triple-word score
sale: Extra 30% off starts now
Not on the highstreet
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 Rowe
Chairman
Under the skin
Why Customer Relationship
Marketing 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
“
“

10. 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.
2016
Design 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