Yet again we've been astounded by the amazing feedback we received on our previous edition of the Email Marketing WOW Book. A big thanks to those who shared their thoughts on the brilliant emails this time round. Anyway, it's been a while, but the wait is over. Since our last edition we've been busy creating hundreds of fantastic emails for our clients. But we always keep an eye out for any gems that appear in our inboxes too, and we've picked out the best to showcase to you. Whether it's enticing copy, great design or clever ideas that have caught our eye. We believe good email marketing should be celebrated. So take a look - we hope this edition of the WOW Book provides you with some great inspiration for your future email campaigns. Enjoy!

1. EmailWOWBook
FiveRetail... Fashion... Financial Services...Travel & Leisure... & much more...

2. Contents
Retail
Fashion
The Email Wow Book
Wow! Yet again we’ve been astounded by the amazing feedback we
received on our previous edition of the Email Marketing WOW Book.
A big thanks to those who shared their thoughts on the brilliant emails
this time round. Anyway, it’s been a while, but the wait is over.
Since our last edition we’ve been busy creating hundreds of fantastic
emails for our clients. But we always keep an eye out for any gems
that appear in our inboxes too, and we’ve picked out the best to
showcase to you. Whether it’s enticing copy, great design or clever
ideas that have caught our eye, We believe good email marketing should
be celebrated.
So take a look – we hope this edition of the WOW Book
provides you with some great inspiration for your future email campaigns.
Enjoy!
Steve White
Strategy Director
Red C
07739950996
0161 872 1361
Steve White
Strategy Director
Financial Services
Travel & Leisure
Miscellaneous

3. Retail

4. A subject line of ‘Like food? Like summer?
Love this!’ is likely to grab the attention
of most recipients. Harvey Nichols’ emails
are always lovely to look at – and the copy,
cute and concise. I’ve never seen a brand
capture a mood so well in an email.The
imagery is perfect and makes me feel a
little bit trendier just by opening it.The
navigation couldn’t be clearer, and the CTA
is bold without being brash.
Date: 22nd June 2014
Subject line: Like food? Like summer?
Love this!
Luci Salt
Account Manager
Harvey NicholsCurrys PC World
Date: 13th August 2014
Subject line: Need a helping hand?
Azania McFarlane
Junior Account Executive
I remember the excitement I felt when I
learnt that I’d passed my A Levels and was
off to university.All I wanted to do is stock
up on shiny new stationary and saucepans.
So when A Level results day came round
this year, Currys sent out this beautifully
timed email. Yes it’s promoting essential
items for students off to university but it
doesn’t feel sales-y, just helpful and
exciting.That could be down to the brilliant
timing of it and the alluring 20% discount.
The design is cool and clean, and it’s simple
to navigate. It’s enough to convince anyone
that they need a tablet as well as a laptop.

5. John Lewis
Date: 11th August 2014
Subject line: Hard-working ideas to inspire
Date: 18th August 2014
Subject line: Ssshhh Secret just for you -
Hurry ends Monday | Win £100
Sophie Bardsley
Account Executive
Photobox
I think the idea behind this email is great.
It’s aimed at the working woman and serves
to pick out her perfect work outfit, deck out
her work space, and throw in some gadgets
for when she’s off-duty.The simplicity of
design makes the product heavy email very
easy to follow and navigate.And all in all, it
provides a one-stop-shop for all your retail
needs.Thanks Mr Lewis!
The most captivating element of this email
has to be the subject line.The use of the
box blocking out the text kept me guessing
what Photobox had for me, so I couldn’t
help but click open! The copy implies that
they are doing me a favour by offering me
this discount, by using phrases like “we
would hate for you to miss out” and “this
is a friendly reminder”...They even used a
ticking clock GIF to add to the increasing
sense of urgency!
Natalie Lowe
Account Manager

6. Date: 28th August 2014
Subject line: Send your little learners
back to the classroom with....
Not on the High Street
Adrian Rowe
Chairman
This perfectly timed email arrived to
coincide with the start of the new school
year, full of unusual products for all ages
from primary school to university students.
I especially like the succinct and empathetic
copy, aimed at aspirational and anxious
parents.“For kids, the best part of going
back to school is having cool new stuff…”
and “One day, you’re walking hand in hand
into the playground, now they’re off to
university.”
Not on the High Street have Middle
England all sewn up.With personalised
products illustrated with names like Casper,
Carrie and Harper, they are tapping into a
well-heeled demographic that values
individuality highly, and this email is
superbly tuned to their aspirations.

7. Fashion

8. Date: 27th July 2014
Subject line:This colour looks good on you
ModCloth
Date: 13th July 2014
Subject line:A few tidbits on sizing & fit.
Tanya Cebaseva
Junior Account Executive
New Look
This email caught my eye because of how
user friendly it is.The idea behind it is
finding the best fit of a dress (something
that can seem almost impossible at the
best of times, let me tell you!) The email
details all the ways that ModCloth can help
you find the best fitting dress.Whether it’s
through customer reviews, a ‘how-to’ video,
their ‘Ask the Modstylists’ feature, or their
‘Fit For Me’ app.
The concept is strong, the navigation is
easy, the messaging is clear and the design
is clean and simple. I’m left impressed and
better dressed!
Frankie Metzinger
Account Executive
My scepticism over the subject line is what
made me open this email. I don’t even know
what colour looks good on me, so how does
New Look? My question was answered in
the email.The animated GIF flicked
between styles and colours to ensure it
could be relevant to different people. It’s a
clever approach as knowing a new style or
colour would pop up held my attention. In
fact, I let the GIF run its course a couple of
times to decide which style I liked most.
The email ends with an unmissable bright
red sign saying ‘sale continues’.After being
hypnotised by fancy graphics, I’ve lost the
time between reading the email and ending
up at the checkout with a basket full of sale
items… wait a minute!

9. Date: 1st July 2014
Subject line: Fit for a King
Pro Direct
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.
Ahhhhh, GIFs and polka dots – could this be
the finest visual combination for an email?
The GIFs feature a rotating model sporting
Monki’s jean collection which is much more
attention grabbing than a simple photo. It
also features ‘jean guru’ Martin Gustavsson’s
thoughts on exactly why I need a new pair of
jeans.Well he is the expert…
Date: 19th August 2014
Subject line:Your new FAVOURITE jeans
Emma Beagrie
Special Projects
Manager
I always keep a lookout for emails from Pro-Direct for
two reasons: I love anything football related, and I love
good email design. Pro-Direct rarely disappoints.Their
latest addition to my inbox had me sold on the subject
line ‘Fit for a King’. Inside, the copy is kept short giving
the slick, stylish design prominence.The images are
detailed and bold, and the ‘pre-order now’ button takes
pride of place.A royal gem of an email.
Reuben Lauder
Interactive Designer
Monki
o

10. Financial Services

11. PayPal
Date: 1st July 2014
Subject line: Ooh...aaahh...yyyeeeesssss...Jess
SCORES!
Swinton
The subject line made me open this email
from PayPal. Not only because of it’s use of
personalisation, but because it prompted
me to ‘view my recent transactions’.
Seeing as I’ve not recently made any
transactions via PayPal, I opened the email
to investigate. I discovered that PayPal
was simply promoting its latest offers
and encouraging me to check up on my
account online. Sneaky, but it worked, I’ll
give them that. This email was extremely
effective in creating a sense of urgency and
made me keen to click open (even if it was
down to trickery!)
Jonny Wilcox
Account Manager
Here we have an email that brightened
my inbox and my day.The bold colours
are mood-boosting.The boxy design is
simple and clear.The navigation is simple.
The personalisation is flattering, and even
if I didn’t require insurance right now, the
added content is interesting and useful –
so they’ve got my attention either way.
Date: 14th August 2014
Subject line: Jonny, view your recent
transactions now
Jess Williams
Senior Account Executive

12. Travel & Leisure

13. James Villa Holidays
Date: 14th July 2014
Subject line: Extraordinary villas…
Jennie Ambrose
Head of Creative
Sometimes, the most successful emails are
the simplest.All the information is neatly
presented in rows and columns making it
easy to read and navigate.And the bright
pink branding is used to highlight the
important stuff like the price and the CTA
– so I’m instantly drawn to the information
I need. No fuss, no nonsense, just clear,
concise communication.
Date: 6th July 2014
Subject line: Enjoy the best of British
Last minute.com
Katharine Mitchell
Account Director
A dreamy look in your eyes, mental
calculations of available funds, yep, they’re
the signs of a successful travel email. As
soon as I opened this email I declared I
wanted to go ‘there’ to no one in particular.
The ratio of images to copy is ideal. The
more I look, the more I want. The blue
branding makes me think of swimming
pools, the sea, and sunny skies. And as you
scroll to the end you see the words ‘late
deal’. Who’s going to say no to a good deal
after that?

14. Virgin is probably one of my favourite brands.
Their tone of voice paired with their striking
design and image choices just work for me.
After signing up to the Virgin Trains mailing list
I promptly received this welcome email. I
opened it to be greeted with ‘Hello Gorgeous’
– cheeky, but I like it.
The copy is so charming and witty that I
desperately want to be friends with the person
who wrote this to me.The simple colour pallet
and uncluttered design allows me to focus on
their word wizardry.Then they only went and
offered me money off my first journey. I’m
swooning over an email!
Date: 14th August 2014
Subject line:A warm welcome and £5 off
your first journey
Virgin Trains
Sonya Clibbons
Senior Art Director
Date: 1st July 2014
Subject line: Since you’re under 26, we can
hook you up with exclusive flight prices and
travel deals,Abi
STA Travel
I don’t need much persuading to book a
holiday; the only thing that would put me
off is price. So receiving an email with the
subject line ‘exclusive flight prices and
travel deals’ has me opening it faster than a
kid opening Christmas presents.
‘You’re so lucky to be young’ is the first
thing I read.You’re right I am lucky, and life
is too short not to go on holiday four times
a year isn’t it?! The images and the to-the-
point copy enforced my logic.‘Cheap flights
and 1000s of discounts’ you say? Find out
more? Yes please.And like that I’m on the
website.What a fab email.
Abi McSherry
Copywriter

15. Secret Escapes has perfected the art of
persuasion with their incredible discounts
on luxury getaways.The subject line hooks
you with the promise of a huge saving.And
once they get you inside, there’s minimal
copy to read because the beautiful images
are enough to convince you.
With constant reminders of the great saving
you’d be making by booking it now and the
numerous ‘Visit Sale’ CTAs, it’s hard to stop
yourself from looking. A simple but
effective email.
Date: 6th August 2014
Subject line: Up to 66% off Great British breaks
in Devonshire, Somerset and the Cotswolds,
plus European and Caribbean escapes
Secret Escapes
Chris Morey
Account Manager

16. Miscellaneous

17. Leigh Whitnall
Account Director
Date: 11th July 2014
Subject line: Create your own burger, and if
it’s chosen we’ll make it
McDonald’s
Date: 18th August 2014
Subject line: Living room essentials:
Must-have pieces for communal harmony.
From £99
Made.com
Steve White
Strategy Director
I love nothing more than an email with
white space.The simplistic layout with the
highlighted CTAs fit nicely with the
company’s chic and contemporary
branding.And then there’s its clever
content.The concept of Made furniture
bringing the whole family together is lovely.
And the copy couldn’t be more current with
its references to popular shows “Modern
Family”,“Game of Thrones” and
“Gogglebox”. It’s an email that grabs your
interest and makes you want to read on.
Cooking is definitely not my favourite thing to
do and my local McDonalds knows this.That’s
why they keep sending me emails with big
pictures of burgers on.They always make me
hungry, but this one really got my attention.
Worried that I’d possibly become bored of their
current menu, this email invited me to be the
first to create my very own burger that could
end up the next new thing on their boards.
If, like me, you don’t like cooking because it
takes time and effort, they’ve hit the nail on the
head with the ease of this competition.You can
create and share your new burger, and vote for
others, in just three simple steps.There’s not
much copy to read – just clear and concise
instructions which makes the whole process feel
incredibly quick and easy.The colour pallet is
lovely and striking and the main image, well…
I’m just popping out!

18. Alton Towers
Date: 13th June 2014
Subject line: Stay over!
Hannah Walker
Artworker
This email caught my attention and stayed in
my mind.The choice of colours and the mix of
images is kind of creepy, yet completely
enchanting. Despite how active and busy the
images make the email, the messaging still
stands out and is clear to read – not an easy
combination to achieve.The structure is clear
and the CTA can’t be missed. Overall, it’s quite
an unforgettable email.

19. 2014
Design Stuff