We’ve been at it again here at Red C. We’ve pouring over our inboxes searching out those truly wonderful emails that standout from the norm . Whether it’s through enticing copy, standout design or brilliant novelty – each one the emails we’ve selected have stopped us in our tracks and made us say “WOW”. So here it is back by popular demand, The Red C Email Marketing WOW Book 2. As always we hope it sparks creative thinking, just like it has for us!

1. EmailWOWBook
TwoRetail... Fashion... Financial Services... Travel & Leisure...Gaming... Social... Hospitality... Voucher

2. Contents Retail
Fashion
Financial Services
Travel & Leisure
Gaming
Social
Hospitality
Vouche r
The Email Wow Book
Firstly, 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 Email
WOW book 2.
As always, we hope it sparks creative
ideas for you, the same way
it has for us.
Enjoy!
Steve White
Account Director

3. Retail

4. 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 2011
Subject line: Please review your
Marks & Spencer purchase
Katy Whittaker
Account 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 2011
Subject line:The Big Day is almost here!
HotelChocolat
Amy Estcourt
Account Manager

5. Date:April 2011
Subject line:Amazing camera deals just in time
for the celebrations!
Lorenzo Burridge
Eye 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 2011
Subject line: Plain Picture Holiday Greetings
PlainPicture
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 Kinsey
Account Executive

6. Date:April 2011
Subject line: Jessops April Fool
Jessops
Andy Campbell
Copywriter
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 Cameras
Photo Printing
Canon 500D Twin Lens Kit
ONLY AT
JESSOPS
Canon Cashback offer
UP TO £50 CASHBACK
ON SELECTED CANON
PRODUCTS

7. Fashion

8. Date:April 2011
Subject 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 Chan
Junior 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 2011
Subject line:Ted’s Easter
Competition Starts Today
Ted Baker
Peter Griffith
Interactive Designer

9. 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 2011
Subject line: Final call for 20% off – ends
midnight tonight
Miriam Eastwood
Account 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 2011
Subject line: Lunch with Dawn Porter?
Plus win the last tickets to the
Stylist Network event.
Emerald Street
Lara Morton
Art Director

10. 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 Walton
Client Services Director
Date:April 2011
Subject line:A Royal Celebration With Up
To £10 Off
Date: 23 June 2011
Subject 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 Taylor
Business
Development Manager

11. 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.
Howies
Date: 10 March 2011
Subject line: Epic stuff for spring
Nick Cliffe
Senior Art Director
Date: May 2011
Subject 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 Clarke
Copywriter

12. 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 Cromack
Senior Account Manager
Date: July 2011
Subject line: In a rush? Your guide to looking
glam in under 45 mins...
Date: July 2011
Subject line:The Fashion Forecast
My-Wardrobe.com
Jennie Ambrose
Deputy 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.

13. 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
WhiteStuff
Surakshitha Jagadeesh
Senior Account Executive
Date: July 2011
Subject line: In a rush? Your guide to looking
glam in under 45 mins...
Liz Birchenough
Artworker
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 2011
Subject line: Now premiering: $10 tees! Guys,
girly, and kids tees for less than a movie
ticket!
Threadless

14. Financial Services

15. 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.
BeatThatQuote
Date: June 2011
Subject line: Don’t let a court decide your
child’s future | Make a will today
Leigh Whitnall
Senior Account Manager

16. Travel & Leisure

17. 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.
Thomson
Date: May 2011
Subject line:Thank you for booking your
holiday to Santorini
Katharine Allen
Account Director
Date: June 2011
Subject line: First class seat sale now
on. Hurry! Ends 5 July
VirginTrains
Claire Brown
Account 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.

18. Date: Unknown
Subject 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.
BeachPark
Sonya Greenwood
Art Director
Julian Gratton
Managing 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: Unknown
Subject line: Unknown
CanadianTourism

19. Gaming

20. Steve White
Account Director
PaddyPower
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
ImogenThomas!
Date: May 2011
Subject line: BREAKING NEWS: Steve White
denies Super-Injunction!

21. Social

22. LinkedIn.com
Date: 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 Rowe
Chairman

23. Hospitality

24. 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 2011
Subject 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 2011
Subject line: Check in with Facebook Places:
first 100 eat for free!
PizzaExpress
Katie Atkinson
Senior Account
Executive

25. Vouche r

26. Groupon
Daisy Rowan
Junior Account Executive
Date: July 2011
Subject 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.

27. 2011
Design Stuff