The Brief:

When we launched 'First', the ground-breaking new digital magazine for the Farnborough International Airshow, we rcognised it needed an excellent delivery mechanism that could drive traffic. We were assigned to mail out a carefully created campaign to deliver maximum delivery results.

The Solution:

Over the years email marketing has become somewhat of a science, granted it's not rocket science but you have to know your onions else you can fail miserably and cause more damage to your client than results! If you charge in head-first and send your mail campaign using any old 'back-street sender' you run the risk of being blacklisted by peoples email servers which can have detrimental results to your clients future communications. Instead you need to ensure you send your campaign using a reputable mail server and from a reputable source, this reduces the chance of your recipients firewall seeing your communications as spam.

There are also legal requirements to consider. For example; you must supply an 'unsubscribe' option allowing the recipient to opt-out of future mailings and there are many other issues that need to be addressed.

The design of the campaign should be clear and interesting to stand a good chance of a decent 'click-through rate'. The viewer should be engaged, entrigued and finding themselves in a position of needing to know more straight away. Above all you should be sending out your email to people who are likely to welcome your communications and not see them as a nuisance.

The Result:

Our HTML email campaign for 'First' magazine achieved an exceptional open rate which was significantly above average for email campaigns of this kind. This generated a great amount of interest and in particular 'click-throughs' to First Magazine. This was the desired result and therfore a very successful digital campaign.