At Red C we are immensely proud of our work in email marketing. Through our ‘under the skin’ philosophy and plenty of marketing know how we have helped our client deliver effective email campaigns that deliver exceptional results. We create 100s and pour over 1000s of emails every month. And because we love emails so much, we thought it’d be a great idea to compile some of our favourites in this neat little book. Whether it’s through enticing copy, standout design or brilliant strategy – each one the emails we’ve selected have stopped us in our tracks and made us say “WOW”. So here it is, The Red C Email Marketing WOW Book. We hope it inspires you!

1. EmailWOWBook

2. The Email Wow Book
At Red C we’re immensely proud of our work in email marketing.
Through our ’under the skin’ philosophy and plenty of marketing know-how
we have helped our clients deliver effective email campaigns that have
produced exceptional results.
We create 100s of emails and pour over 1000s every month.…
And because we like emails so much, we thought it’d be a great idea to
compile some of our favourites into this neat little book. Whether it’s
through enticing copy,standout design,or excellent ideas – each one of
the emails we’ve selected has at some point stopped us in our tracks
and made us say “wow”.
So here it is,the Red C Email “Wow Book”.
We hope it sparks creative ideas for you,the same way it has for us.
Enjoy!
Steve White
Account Director

3. It's a privilege to find ourselves in your inbox, where our news updates
and special offers will be rubbing shoulders with missives from your
nearest and dearest. We realise you won't spend as much time poring
over our emails as we do making them, but we hope they'll brighten
up your day.
Our clothes for the whole family - including teenagers - are guaranteed
to put a spring in your step, whatever the season. That said, we know
it's normal - and probably healthy - to change your mind, so Boden is
a 'quibble free' zone. Unlike some other retailers, we'll always give you
three months to send stuff back for a full refund, whatever the reason.
To start you off we're offering 10% off plus free delivery and returns
(excluding sale items) and provided we're not in the middle of a Sale,
you can use it right now by clicking through from this email. We hope
we'll be able to tickle your fancy - and anything else that's exposed to
your computer screen.
Recommend a Friend | Remove me from your email list | Size Charts | Shops | Gift Vouchers | Contact Us
Boden
Date: 9th November, 2010Subject line: A big hello & welcome
I simply love this ‘Welcome’ email I
recently received from Johnnie Boden.
It may not necessarily be the most
innovative email I’ve ever seen in terms
of design, but their approach to copy
and tone is just so endearing. Like
other retailers, they use this email
to welcome and inform but what they
do differently is they inject so much
personality, warmth and honesty into
their messages.
I don’t know any other retailer who
would actually acknowledge that their
emails are not going to be given the
same amount of attention by the
customer as an email from a friend or
family member. Who says super-short
email copy sells?
Steve White
Account Director

5. Shape FX
Date: June, 2010
Subject line: Various – Body Betrayals
In common with most US retailers,
ShapeFX use simple but high frequency
‘digital postcard’ formats. What sets
them apart for me is the exceptional
copy in every email. Take this series,
themed as ‘Body Betrayals: The 7 Ways
Every Woman’s Body Breaks Her Heart’.
The problem-solution’structure is
powerful and compelling, using customer
reviews and simple explanatory diagrams
to convey the message.
Even the call to action strengthens the
proposition ‘Shop styles that defeat
rear drop’. And the ShapeFX take on
Forward to a Friend - ‘Want to keep
a friend for life? Show them how to
Shape & Slim instantly’ - is lovely.
Adrian Rowe
Chairman

6. Virgin Trains
Date: 10th June, 2010
Subject line: Don’t drive, you might
go zombie

7. Date: 22nd September, 2010Subject line: Weekend breaks fromLondon shouldn’t turn you Zombie
When I received these emails from Virgin
Trains, I realised that long distance
driving sometimes makes me feel exactly
like this – a zombie! The illustrations
are really eye–catching and draw you down
the page, with a prominent call
to action.
The zombie analogy is an original wayto highlight the benefits of train travelover driving and the email also includeslinks to a Facebook page and a zombiegame using Google Street View.
Katharine Allen
Account Director

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Man City v Arsenal
Sunday 4pm Sky Sports 1
If there are more than 4 goals scored in this match, Paddy Power will refund all losing 1st /last
goalscorer, correct score & scorecast singles on the match.See site for conditions.
It'd Be Roo-d Not To ...
Take overly taxing training sessions.Increase collection of scarves.Shampoo, condition and repeat.Cast flirtatious glances in the direction of local rival's biggest star.
It's been a crazy week just up the road from City, but for Roberto Mancini it's business as usual amidst
the drama engulfing mean streets of Cottonopolis. Last weekend's results conspired to move Man City
to within two points of the leaders and make their title challenge slightly less laughable than it was
about this time last week.
We've gone in the region of 18 seconds without mentioning his name which - judging by Sky Sports
News' always considered and balanced coverage - that must be illegal, so we can dance around it no
longer. Is it possible someone as loyal and faithful as Everton leaving. serial prostitute using
Wayne Rooney could turn his back on Man Utd for City? And in other ponderings, where does a bear
choose to relieve himself? Yes. No. Maybe. They're just a selection of the answers coming from the
City boss in response to speculation that he could swoop to make Wazza the latest high profile star to
snuggle up on the Citizens' subs bench.
Luckily, loyalty isn't a problem for Arsenal. It's not as if their talisman is likely to walk out on them
anytime in the near future - let's say next summer as a purely random example. Things look to be
pretty quiet around the Emirates, so much so that Johan Djourou was allowed to give an interview
during the week. The Gunners weren't particularly impressive in beating Birmingham last week, but
not for the first time this season, they tonked an average European team in the Champions League to
cover up for their shortcomings. Based on the performance against the Brummies, you wouldn't give
them much of a chance, but if they reproduce the form of midweek, it's possible they're capable of
going to City and passing their way to victory. Or equally possible the hosts will expose their lack of
physicality and bully their way to victory.
It's hard to know which outcome is going to be on the money this week.Share the goodness:
PREMIER LEAGUE MATCH BETTING
Match Betting
Win Draw WinMan City v Arsenal
11 - 8 9 - 4 2 - 1
1st Goalscorer - EW 1/3 Odds 1-2-3-4-5
Carlos Tevez
4 - 1
Emanuel Adebayor
6 - 1
Maroune Chamakh
7 - 1
Adam Johnson
8 - 1
David Silva
8 - 1
Andrei Arshavin
10 - 1
Cesc Fabregas
10 - 1
James Milner
11 - 1
Samir Nasri
11 - 1
Theo Walcott
12 - 1
Shaun Wright-Phillips
14 - 1
Correct Score
Man City 1 - 0
7 - 1
Man City 2 - 0
11 - 1
Man City 2 - 1
8 - 1
Man City 3 - 2
22 - 1
Draw 0 - 0
17 - 2
Draw 1 - 1
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Prices subject to change. See website for full lists.
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To unsubscribe, please click here
Paddy Power
Date: 22nd October, 2010
Subject line: it’d be roo-d not to ...
They’re not much to look at.
It’s the copy that makes receiving these
emails such an event for me. Written in
a style that I could only describe as‘
“pub banter”,’I rarely receive one that
doesn’t make me laugh out loud.
The example shown here is typical of
the email I get each Friday, unashamedly
stepping over the line when it comes to
Rooney’s recently reported misdemeanors.
It’s a great tactic. I often forward
these emails on to friends and, more
importantly, when I am in the mood to
throw my hard-earned money away on an
ill-informed hunch, it’s Paddy Power
that benefits.
Leigh Whitnall
Account Manager

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Gatefield Developments Limited trading as Elvi.co.uk ('Elvi') guarantees your total satisfaction with our products and
services. In the unlikely event that you are unhappy with your purchase, you can return the items to us within 28 days of
receipt of order and we will be happy to exchange or refund, providing the goods are returned in perfect condition and in
their original packaging.
Customer Service
If you need assistance for any reason, please contact us at enquiries@elvi.co.uk.
Representatives are also available 9.00am to 5.00pm (GMT) Monday to Friday on 01204 395764.
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Registered Company No. 06899003
Elvi
Date: 26th October, 2010Subject line: Countdown Promotion10am - 1pm 20% off, 1pm - 3pm 15% off,3pm - 6pm 10% off
Creatively, very simple but a very
hard-hitting email to encourage you
to spend today, and spend as quickly
as possible. Good navigation at the
top and a clear push to get you to
forward to a friend. Very much a
‘does what it says on the tin’ email.
Emma Beagrie
Account Director

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Hi Katie,
We want to say thank you by giving you even more!You’re one of millions of people saving money each year with moneysupermarket.com and we want to say
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Registered Office: Moneysupermarket House, St. David's Park, Ewloe, Flintshire, CH5 3UZ, GB. Telephone 01244 665700.Do you like our website? Why not link to us by placing this link on your website or blog www.moneysupermarket.comPrivacy Policy | Terms & Conditions | Contact Us
Moneysupermarket.com
Date: 19th October, 2010
Subject line: Your chance to win £20,000,
a new car, a dream holiday and more in
our Super Giveaway!
This attention-grabbing email landed in
my inbox and immediately tempted me to
enter their ‘Super Giveaway’ prize draw.
Not only do the bright, quirky images
draw you to the enter button, it’s also
a nice little thank-you that makes you
think, “hell, why not?”
All in all, it’s a smart little email with
a subtle cross-sell - 42 ways
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I’m hoping to win a giraffe or zebra…
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Account Executive

11. Newsletter
Thursday October 14, 2010
BOOK UNTIL 24/10/2010 | FLIGHTS FROM 01/11/2010 UNTIL 20/03/2011
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Need to change your ticket? Don't miss the opportunity to buy tickets on offer.
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Change service.
Valid for tickets purchased from 06/10/2010
Read more
Offer refers to direct flights operated by Aegean for Athens and Thessaloniki to/from Barcelona, Berlin, London, Madrid, Milan, Munich,
Dusseldorf, Rome, Stuttgart, Frankfurt, Brussels, Cairo, Istanbul, Paris, and Tel Aviv. Offer is valid for bookings until 24/10/2010 and for
flights from 01/11/2010 – 20/03/2011 the periods of 17/12/2010 – 09/01/2011 & 03/03/2011 – 08/03/2011 are excluded. *Fare refers to
one way travel, includes all taxes and the applicable internet service fee per passenger for tickets purchased through www.aegeanair.com. In
case of cancellation, fare is non refundable. Ticket changes are allowed. Fare to London is €79. Flights from Stuttgart to Athens are being
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Created by Realize S.A. with Viva Services Platform
Aegean Airlines
Date: 14th October, 2010Subject line: Fly to Greece, Athens andThessaloniki from 59 Eur.
Above the fold of the email are all the
offers, with very simple pricing points
and a very obvious html call to action.
The“’book now’ panel on this email
actually is a direct link straight through
to the website which appears in a new
window – it cleverly fools the reader
into starting to click and type!
The use of quick links towards thebottom of the email keeps the reader’sinterest. And if they haven’t foundanything that interests them in the mainbody of the email, they have anotheropportunity to click through to thesite itself. Very clever indeed.
Natalie Cooke
Account Director

12. Feeding great conversations since 1965
Half price pizza. Kicks off Monday 21st
No pictures? See the email in full | unsubscribe
"Sloppy Giuseppe?"
"He's the Italian left back isn't he?"
Half price
pizza, pasta
or salad.
Valid 21-27 June
Email to a friend
If this email does not display properly, simply view online.
To ensure you don't miss future email updates, please add promotions@mail.pizzaexpress.com to your address book or safe list.
If you do not wish to receive any more offers from PizzaExpress, please click here to Opt-out
Promoter Head Office: PizzaExpress, Hunton House, Highbridge Estate, Oxford Road, Uxbridge, UB8 1LX.
Pizza Express
Date: 21st June, 2010
Subject line: Half price pizza.
Kicks off Monday 21st
I loved the way this email reeled me in
with a great half price offer in the
subject line and then told me a joke
instead of just showing me a picture of
a pizza. Making me smile and ensuring
that I open all Pizza Express emails
in the future. Smart!
Nick Cliffe
Senior
Art Director

13. This is a product offering from Hollister Co.
You have received this email since you submitted your email address to our list of subscribers
To unsubscribe, please click here and submit your email address.
Please see our Website Terms of Use, and to know how we use your personal data,
please see our Privacy Policy.
Hollister Co. - PO Box 1695 - Santa Monica, CA 90406
www.HollisterCo.com
Hollister
Date: 5th November, 2010Subject line: A huge wave of hot newstyles is here!
Hollister tends to stick to very simple
postcard emails, large hero shots and a
minimal amount of copy.
I love the style, the use of real
imagery to create textures which change
according to the season - driftwood
from the beacj, leather, faded snowdrift
photography, all set to seduce you and
buy into the lifestyle of the brand.
Wayne Pretl
Interactive Designer

14. Apple
Date: 31st January, 2010
Subject line: Sounds like love.
Give iPod this Valentine’s Day.
I loved this. It’s hardly out of the
ordinary for Apple, who continue to find
creative ways to keep the product at the
heart of every communication. They’ve
invested in the photography to refresh
the iPod offering for Valentine’s Day…
and it looks gorgeous. It just shows
how you can use clean shots, design and
copy to achieve stand-out amongst the
usual rose-tinted offerings at this time
of year.
Peter Griffith
Interactive Designer

15. This email contains images. If you can't see them, please click here.
This season is all about ladylike chic. Pencil skirts and heels are very much a part of this;team these statement heels with a black pencil skirt and chic blouse and you will have anoutfit that will see you the season through.
Keep the good stuff coming! Add whatsnew@style.schuh.co.uk to your address book.Did you know that you can change which Schuh Updates we send you from the 'Contact Options' page in the 'My Account' area of ourwebsite?All footwear subject to availability. Prices correct at time of sending.Schuh Registered Head Office1 Neilson Square, Deans Industrial Estate, Livingston, Scotland, EH54 8RQe-mail: help@schuh.co.uk
Tel: 01506 460250
Members of the Direct Marketing Association (DMA)
You're receiving this email because you've subscribed to the Schuh News, Offers and Competitions email service -if you wish to unsubscribe, please click here.
Schuh
Date: 14th October, 2010Subject line: NEW IN including IrregularChoice and unicorn heels!
Whilst I found the layout/photography
a little tired, I must admit to being
intrigued by the unicorn shoes. And yes,
I am still lusting after a pair! So far,
so-so. However, as my eye drifted down
the email (pausing to read the fashion-
forward copy), the hand-drawn share/
forward links stopped me dead in my
tracks. Hey, isn’t this section of an
email usually wallpaper? I fell for its
personal touch and immediately clicked on
the Facebook link.
Sonya Greenwood
Art Director

16. If you have trouble viewing this email, please click here.
A SOAP RICH IN WISDOM, TO FIGHT BLINDNESS
Fragrances | Skincare | Body & Hands| Bath & Shower | Hair Care | Men | Home | New | Travel
L’Occitane UK
Date: 22nd October, 2010
Subject line: A SOAP TO
FIGHT BLINDNESS
Wow, what a subject line! I defy
anyone not to open an email making such
a brave claim. I certainly did and read
every word. Ok, they are still trying to
sell you a product, but it’s one with
a purpose.
I found the copy interesting (well-
written, not too worthy) and I read
every word. It’s a well-designed email
that really gives you the feel-good
factor; as 100% of the proceeds go
directly to the project. A great email for
a great cause.
Rosemary Walton
Client
Services Director

17. Visit office.co.uk
Hello Natalie
Now's the final week to bag that last minute bargain in our amazing up to 75% sale
section! Why stop there?! If the sale fails to scratch that splurge itch then why not take a
look at our tempting new collection?
shop sale >>
shop shearling >>
shop autumnal tones >>
Office
Date: 12th November, 2010Subject line: Last week of sale,up to 75% off. Plus key Autumn styles
This email from Office shows a few good
marketing techniques as well as being
a very attractive email. Office regularly
change their navigation bar depending on
the content of the email and, in this
case, they have used subcategories of
the women’s department and highlighted
their sale in pink.
They also use html copy and highlightedlinks at the top of the email, which notonly helps those with images turned off(set as default on most ESPs) it actsas clearly visible click throughs.
Office use nice large images and big
headers to really grab attention. Theinteresting shapes and jutting out boxeslead the eye down the email as well.
Natalie Martin
Senior
Account Executive

18. If you cannot see this Givenchy striped blazer, view it here
You're entitled to receive this email as you are a Selfridges & Co Newsletter subscriber. If you would prefer not to receive any further emails from us, you can
unsubscribe by clicking here
All items and prices subject to availability(C) 2010 Selfridges & Co
Self ridges & Co
Date: 25th March, 2010
Subject line: Product of the week:
The Givenchy blazer
Firstly the topic of the email, I thought
this was a startling good approach -“
The Product of The Week”(although
the item was rather expensive). I think
the clever use of design and illustration
made this email ‘stand-out’ in my inbox.
I love how they brought the Twitter
element into the creative by incorporating
the link into the design.
Simple and straightforward emails like
this work really well to drive traffic to
other parts of the site as it instantly
catches your eye, then makes you want
to find what more they have on offer....
Amy Estcourt
Account Manager

19. Airside
Date: 10th November, 2010Subject line: Come Out To Play
You don’t see many animated emails these
days, so this one really caught my eye.
The cutesy clip art graphics not only blink
and smile at you, the P L A Y letters light
up the monochrome design with a splash
of colour. The limited edition designs that
Airside are selling online also rotate, which
is a nice touch. It’s a really elegant email,
all in all, and it’’s inspired me to get my
gifs moving in future.
Lara Morton
Art Director

20. Get 40% off Tuesdays to Thursdays at YO! Sushi.Show this code 281385770 to claim this offer.
YO! Sushi.com | Restaurants | YO! To Go | Food | YO! Love Club | Parties | Offers
To claim the offer in this email, present this code on your phone, laptop or paper: 281385770We're on Facebook and Twitter Book your seat online! Blue Mondays OfferJoin us on
Facebook and
Twitter for our
latest news and
competitions!
Online booking is
now available on
our website
Tuck into Blue
Mondays £2.20
plates off the belt
every Monday
Hungry for more? Click on one of these:
YO! Sushi.com | Restaurants | YO! To Go | Food | YO! Love Club | Parties | OffersStill hungry? Follow us on:
© Copyright 2010 YO! Sushi
Edit YO! Profile | UnsubscribeThis offer is valid from Tuesday 7th September until Thursday 23rd September 2010.
Offer is 40% off your food bill and valid Tuesdays to Thursdays only when you spend a minimum of £10. Offer period is
Tuesday 7th September until Thursday 23rd September 2010 inclusive. Available at UK YO! Sushiʼs except for Harvey
Nichols London, Heathrow T3, Brompton Road, Selfridges (London, Birmingham, Manchester Exchange Square,
Manchester Trafford Centre) and Westfield White City. Offer valid on food from the conveyor belt only (no orders
permitted), up to 10 plates per person and not applicable on miso, drinks, takeaway or delivery. One voucher per person,
per meal. Offer valid only when you present this voucher with a unique voucher code on your phone, laptop or old fashioned
paper when paying your bill. Voucher only entitles the voucher holder to a discount. Keep this voucher safe as you can use
it as many times as you wish throughout the promotional period. Offer not transferable or available in conjunction with
another offer (e.g. our Blue Mondays or Student discount) and there is no cash alternative. YO! Sushi Manager's decision is
final.
This email has been sent to you by YO! Sushi Ltd. Registered office: 95 Farringdon Road, London, EC1R 3BT. Registered
number 2994470 (England and Wales).
Visit our site
Show us YO! Love! Click here to vote for us.YO! Sushi.com | Restaurants | YO! To Go | Food | YO! Love Club | Parties | Offers
Show us YO! Love againYippee! We're up for another website award this year – this time our
whizzy website is shortlisted in the 'Restaurant Group' category for
Caterersearch.com Web Awards 2010, with their ultimate
'Website of the Year' award up for grabs too.We'd love your vote - voting closes midnight Fri 12th Nov.
Here's to biting our nails in anticipation!
Hungry for more? Click on one of these:YO! Sushi.com | Restaurants | YO! To Go | Food | YO! Love Club | Parties | Offers
Still hungry? Follow us on:
© Copyright 2010 YO! Sushi
Unsubscribe
Voting closes midnight Fri 12th November 2010.
This email has been sent to you by YO! Sushi Ltd. Registered office: 95 Farringdon Road, London, EC1R 3BT. Registered
number 2994470 (England and Wales).
Try our new hot winter menu today
and win a trip to Japan!
YO! Sushi.com | Restaurants | YO! To Go | Food | YO! Love Club | Parties | Offers
25% Off for Students
Sushi masters wanted
We need YO! vote
Get 25% offYO! Sushi all yearwhen you join ourStudent Club
Looking for aunique Christmasparty experience?We'll teach youhow to makesushi!
Vote for us by Fri12th Nov to winanother websiteaward
Hungry for more? Click on one of these:
YO! Sushi.com | Restaurants | YO! To Go | Food | YO! Love Club | Parties | Offers
Still hungry? Follow us on:
© Copyright 2010 YO! Sushi
Edit YO! Profile | Unsubscribe
Closing date for entries to our Kill Chill competition is midnight Thursday 23rd December 2010.
The winner with the correct answer to the question will be drawn at random in early January 2011 and notified in writing
within a week of the draw taking place. The prize consists of a pair of Economy class return flights to Tokyo and 5 nights at
Shiba Park Hotel, Tokyo for two people. By entering the prize draw competition, the winner is consenting to taking part in
any publicity that may accompany or result from this promotion. Prize draw competition excludes employees of YO! Sushi,
STA and Emirates, or any associated company of YO! Sushi, STA and Emirates and their immediate families. Only one
entry per person allowed. The prize is non-transferable, non-refundable, with no cash alternative available. No payment or
purchase necessary to enter. Return flight tickets may be used during 2011 between the following dates: 18 Jan 2011-11
Feb 2011, 01 Mar 2011-16 Apr 2011, 01 May 2011-31 May 2011, 05 Sep 2011-06 Oct 2011, 01 Nov 2011-30 Nov 2011.
Tickets are subject to space availability and they are non-reroutable, non-transferable, non-refundable and have no c
value. Applicable taxes & surcharges (e.g. fuel if applicable) will need to be paid. These will be a
booking. Tickets are for Economy class travel only and it is not possible to upgrade
paying a supplement. Skywards miles cannot be accrued when
winner's responsibility to ensure that, should a
Failure to ensure the correc
aircraft. T
Yo! Sushi
Date: 10th November, 2010
Subject line: Fancy a trip to Japan
YO! Sushi have cleverly utilised the
theme from Quentin Tarantino’s Kill Bill
to promote their new winter menu; citing
that Sushi is a dish best served cold...
except in winter!’
Their Kill Chill campaign is fun and
involves popular culture with the Kill Bill
references being instantly recognisable.
Your eyes are drawn straight to the
products that are highlighted in the banner
going across the middle of the email
(Yum!). The image of the cat is part
of the YO! Sushi branding and is shown
holding a samurai sword in true Kill
Bill style. There are also a number of
colourful calls to action, as well as
a chance to win a trip to Japan! Who
wouldn’t click through?
Anna Chan
Junior Account Executive

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© Diesel S.p.A 2010
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Diesel
Date: 15th October, 2010Subject line: Decisively & definitely destroy
Diesel emails, like the brand, are funky,
fashionable and timely. They have a fresh
approach to marketing sales promotions
- either directing you to their online
store, where you’ll find added value
content to support the brand culture, or
encourage you to be part of the gang and
go visit them on the high street.
Wayne Pretl
Interactive Designer

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All items and prices subject to availability
(C) 2010 Selfridges & Co

23. Selfridges & Co
Date: 30th March, 2010
Subject line: New arrivals -Buy online at Selfridges.com
I love Selfridges emails. It’s like they
have packaged up their gorgeous shops
and placed them directly in my inbox.
Their emails are the digital equivalent of
wandering past the Selfridges food hall.
This email stands out from the rest,
to launch their online shopping service.
They pick out a range of iconic products
to demonstrate the breadth of their
offering. The use of the little taxis
(branded of course) and the arrows
draw your eye to the unusual landscape
approach to their creative.
It doesn’t have much urgency or many
calls to action, but I forgive it for this
as the product is most definitely the hero.
Rachael Taylor
Business
Development Manager

24. Swinton
Date: 20th April, 2010
Subject line: Jennifer, it’s time to embrace
the great outdoors & enjoy our great April
Swinton offers!
This was a really nice email to work
on. The theme was all about getting
outdoors this spring and we used cute
illustrations to bring the header panel
to life
A typical Sizzler is a rich balance of
product cross-selling, inspirational ideas
and third party offers. As there is a lot
of content, it’s important to keep our
customer’s attention all the way down
- which we did, as heat map
analysis proved.
We also introduced a fun typeface to
help each section stand out, whilst using
on-brand fonts/colours for Swinton’s
products. Our hard work delivered high
open rates. Success!
Jennie Ambrose
Deputy
Creative Director

26. Trouble viewing this e-mail? View it as a web page.
Not sure where to go on
holiday?
Your Facebook friends can help you
decide.
TripAdvisor LLC 141 Needham Street, Newton, MA 02464 Go to TripAdvisor | Unsubscribe | Privacy Policy | Contact Us
Please do not reply directly to this email. This email was sent from a notification-only address that cannot accept incoming email. If you have
questions or need assistance, ask us here. © 2010 TripAdvisor LLC. All rights reserved. TripAdvisor, the TripAdvisor logo, the Owl logo and
Get The Truth. Then Go. are either registered trademarks or trademarks of TripAdvisor LLC in the U.S. and/or other countries.
Trip Advisor
Date: 12th August, 2010
Subject line: Your friends think you
need a holiday
Simple but effective, they’re the two
reasons why I like this email. I felt
compelled to open it purely by the
simple, short subject line and even
though I wasn’t told much more when
I opened it, again I was too intrigued
not to click through. I bet the open and
click through rates were percentages
email marketers would dream about!
An inspired idea to launch a new Facebook
application too.
Katy Whittaker
Account Director

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Fred Perry Ltd, registered at 14 James Street, Covent Garden, London, WC2E 8BU. Company Registration No. 3114528 England.
If you would like to unsubscribe from the Fred Perry mailing list please click here.
Fred Perry
Date: 25th October, 2010Subject line: Amy Winehouse for FredPerry collection - available to buy now
Simply beautiful (the email that is).
Instantly recognisable branding, cool
minimalist design, great photography,
lovely typography and nicely crafted
copy… what’s not to like about this
Winehouse/Perry collaboration?
Not only does the email launch Amy’snew designs in style, it doesn’t
stray into cross-selling other Fred
Perry product lines. Single-minded,
straightforward and elegant. It just goesto show that celebrity endorsementcan work wonders, even for an iconicfashion label.
Jo Richards
Senior Copywriter

28. Jessops
Date: 30th September, 2010
Subject line: Andy, want to get your hands
on the Samsung NX100 before anyone
else?
I love Jessops hardware emails and
one of my favourites is the launch of
the Samsung NX100. Why? Well for
starters, it looks amazing - clean, with
lots of white space and an inspiring image
dominating the introduction. And to ensure
the pictures come to life; the copy is
kept minimal. However, that doesn’t
mean the writing is neglected. On the
contrary, the copy has to work even
harder to inform and excite the reader
about this incredible new camera.
Features are carefully sprinkled across an
eye-grabbing illustration before a snappy
call to action reins the reader in.
This email is punchy, straight to the
point and undeniably beautiful.
Andy Campbell
Copywriter

29. View Delia’s recipe
SAVE 1/3 on ingredients for Delia’s roast vegetable
couscous.
Delia’s delicious roast vegetable couscous with harissa-style dressing is a superb
summer salad. Our cherry vine tomatoes are at their seasonal best, so your salad will
be bursting with flavour. This offer is only available from 19-25 August, so try making
Delia’s couscous today.
Delia’s roast vegetable couscous recipe
Shop online
Great offers – For orders delivered or collected by 24 August 2010 unless otherwise stated.
SAVE 1/3
Waitrose Wholesome Couscous
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SAVE 1/3
Waitrose Cherry Vine Tomatoes
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Wait rose
Date: 20th August, 2010
Subject line: Save 1/3 on deliciousWaitrose groceries
I’m always tempted to dip into the
Waitrose emails when they turn up
my inbox. Leading with gorgeous recipes
AND money off the ingredients, they are
packed full of added value content that
never fails to satisfy. There’s links to
an interactive online magazine and the
Delia/Heston skinned You Tube Channel.
They’re a great read too. The copy
is charming and friendly from the off,
starting with the html view line: ‘If our
lovely pictures haven’t appeared...’
Sarah Quirico
Account Manager

30. HER STUFF HIS STUFF ACCESSORIES SALE SO GLAD AND VERY
You’ve picked your faves
and left some notes
Here are some of your useful
quotes!
Everyone adores
the Strawberry Hill Cardi,
The Full Moon Skirt
is great for a party…
White Stuff
Date: 10th November, 2010
Subject line: New Winter stuff and your
latest faves!
Another gorgeous email from White
Stuff, continuing the fairytale theme used
to promote their Winter Collection
online. This one, based on Snow White,
promotes a seasonal selection of best-
sellers, based on customer reviews.
It also includes great navigation for his
and her clothing, as well as some great
interactive elements to drive people
to their website… to reveal your inner
fairytale character and the winner of the
‘Don King’ biscuit dunking challenge (the
chocolate digestive, in case you were
wondering).
Angela Cromack
Account Manager

31. To view this email as a web page, go here.
Warehouse
Date: 1st November, 2010Subject line: Wrap up for bonfire nightClaire. Plus win a £500 winter wardrobe
I really like this email. Firstly, it
is timely - it was sent out on 1st
November in time for you to buy your
Bonfire Night wardrobe. The subject line
is enticing - not only does it get you
thinking about the colder days ahead but
also encourages you to open the email
with a really fantastic competition.
And on top of that it is personalised
which always helps to grab your attention.
The customer’s attention is drawn down
the email through the use of the strong
fashion tips. I like the fact that the
email has added value content - there
is a link to a video giving you style
advice on layering knitwear. Finally,
the tease at the bottom of the email
encourages you to click through to the
website to find out what the ‘more
ways to shop are’.
Claire Brown
Account Executive

32. Problems viewing this email? View it online. To ensure our emails
arrive safely, please add news@e.lakeland.co.uk to your email
address book.
food preparation cook & bake store & preserve
explore the sale now
Dear Mr Rowe,
Tree branches bent heavy with fruit ripe
for the picking, the expectation of deep-
filled pies and crumbles, jars of chutney
and jam lined up in the larder, bottles of
home-made cider fermenting away; all
images inspired by that most tempting,
and versatile of fruits – the apple.
Get the best from this year’s crop
With autumn’s harvest almost upon us, here at Lakeland we’ve got lots of products and ideas
to help you get the best from this year’s crop, whether you’re plucking fruit from your own tree,
or picking them up from the supermarket shelf.
Apple Master 2 Microwave Apple Cookers
Peels, cores and slices and is the
essential helper when it comes to
any apple-based dish.
For baked apples in 3-5 minutes.
£12.99 find out more £4.99 find out more
Easy Apple Corer Emile Henry Mini Tarte Tatin Dish
Stainless steel apple corer with
plunger.
Bake the classic French upside-
down apple tart.
£4.99 find out more £37.99 find out more
Oxo Good Grips Apple Divider Apple Compost Crock
Cores and slices in one easy
motion.
Put your peelings to good use.
£6.49 find out more £19.99 find out more
All about apples
Originating in the Middle East more than 4000 years ago,
and grown in the UK since Roman times, there are more
than 7500 known cultivars of apple with a variety of tastes,
textures and aromas. Up until the nineteenth century, the
predominant use for apples was to make cider, but plump,
juicy apples lend themselves to any number of epicurean
delights both sweet and savoury. Why not add them to a
salad for little bursts of sweetness or cooking them with
braised red cabbage for an outstanding accompaniment to
pork or game.
With so many varieties available, why not seek out
something new for your fruit bowl.
Eating Cooking
Braeburn – a unique combination of tartness Bramley – only grown in the UK and regarded
Lakeland
Date: 26th August, 2010
Subject line: Make the most of Autumn’s
bounty with Lakeland
I always welcome well-written emails
into my inbox, and it doesn’t get much
better than this fabulous, poetic Autumn
Harvest email from Lakeland.
The opening line - ‘Trees bent heavy
with fruit ripe for the picking...’
immediately conjures images of their
famous Lake District home.
The whole email is devoted to apples,
and Lakeland subtly weave their product
offers into an informative and well-
constructed format.
Lakeland often use recipes to tempt
readers online, such as the Blackberry
and Apple Jam shown here, and viewing
the recipe I discover ‘Products I may find
helpful with this recipe...’
True to the brand, the email evokes
a genuine relationship with a trusted,
knowledgeable retailer that values quality
and service over making the next sale.
Adrian Rowe
Chairman

33. If you are unable to see this email, please view here
This email was sent to meastwood@redcmarketing.com
Oasis
Date: 18th November, 2010Subject line: Inspiring Royal Jewel Tones -Add Colour To November!
I received this particularly topical email the
morning after William and Kate announced
their engagement. It ties in beautifully,
the first Royal Wedding related fashion
email of many to come, I would imagine.
The subject couldn’t be more relevant,
especially as it features a £5 off
jewellery offer. What an exciting occasion
for Oasis to email their database!
Miriam Eastwood
Account Manager

34. Last Name:
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35. Leon, Carnaby Street
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London W1F 7JE
P: 020 7437 5280
F: 020 7437 5281
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Street, London, UK, SE1 0HS.
Leon
Date: 19th November, 2010
Subject line: August Early Bird -
40% off dinner
This email works on many levels...
The typography and lovely design give it
a traditional feel, a sense of nostalgia
and warmth. Right away the email also
hits you with a tasty offer and delicious
food imagery to lead you in. I also like
the fact that this email isn’t hard -
selling but rather has a healthy mix of
interesting lifestyle content and offers.
The copy is very cute and
specifically tailored towards
its young Londoner audience.
I love that Leon’s end with a littleinspirational quote just above theircall to action. A brand with distinctivepersonality and very clever
marketing folk!
Danielle Melia
Senior
Account Executive

36. Ratings and Reviews are here!
Can't see the pretty pictures, Rachael? View in browser.
Ratings and Reviews are here! Get FREE US standard shipping with any purchase of $50 or more. Enter promo
code PRETTY50 at checkout. Get FREE international standard shipping with any purchase of $115 or more.
Enter promo code WORLD115 at checkout. Two FREE samples with every order! FREE seasonal catalog... a
real page-turner! Order one now! Shop our buh-buys section for sale items up to 50% off! (All sales are final on
buh-buys merchandise.) Secure shopping and easy online checkout when you shop at benefitcosmetics.com.
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Benefit Cosmetics LLC
225 Bush Street 20th Floor
San Francisco, CA 94104
Phone Orders - 1-800-781-2336
Benefit Cosmetics
Date: 16th November, 2010
Subject line: NEW! Ratings and Reviews
Benefit are well known for their
quirky, inviting packaging. A must in
every woman’s make up bag. But I love
how they translate this to their email
programme. What I like about this
latest email is that it is all about
ratings and reviews.
Not only asking you to rate, but inviting
you to look at what other Benefit
customers ‘heart’ too. And if that
wasn’t enough, why not provide hints
on Facebook for present ideas for your
nearest and dearest, I have!
Rachael Taylor
Business
Development Manager

37. 2010
Design Stuff