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The best e-mail marketing. Nov 2007

By Ruth Jacob

Getting your e-marketing right can make all the difference between success and failure for brands.

Get it right and there’s more chance your mail will be opened. Get it wrong and there’s more of a chance that it’ll sit in their in-box.

Heading into the run up to Christmas, there’s never been a more critical time to engage with consumers in a bid to encourage purchases.

Who’s doing what? And are they doing it well? We take a look at some of the current e-mail marketing beings sent to consumers.

Asda (above)

Asda’s e-mail provides a clear emphasis on Christmas shopping, being coloured a festive red with images of reindeer.  The e-mail includes gift ideas for people, ranging from grandparents to young children.

This advert encourages online purchasing with a ‘Christmas Planner’ link and order form.


crm_handbag nov provides news and information on celebrities.  The content is up to date with a neutral coloured background.  With clear images as well as brief but clear introductions to each story, the e-mail can encourage viewers to link to the website.


crm_selfridges nov

The Selfridges e-mail aims to provide awareness of the Christmas hampers that are available.  Images of the Christmas hampers can be seen clearly in the email, all of which provide a brief description of the products and include links to a greater variety of hampers, on the Selfridges website.

The advert also encourages online purchasing of the hampers.  This can be seen clearly at the top of the email and a phone number is also available for telephone purchasing.

With clear, bold images and contact details placed in a visible position, the e-mail encourages viewers to look at the website and purchase the products.  Also as the images are clear but minimal, viewers can be encouraged to view more products through the link.


crm_opodo nov

Travel company, Opodo’s e-mail includes clear bright pictures of different destinations that are on offer with some brief information. Holiday specials can be clearly seen driving users to the email and through to the website.

A variety of bold colours for each destination adds to the variety of destinations and can appeal to a wide range of viewers.


crm_travelbag nov

The Travelbag e-mail, provides information of holiday destinations which can be travelled to over the Christmas peroid and into the new year.  The email shows a number of destinations, but the images are all similar and show no variation among the holiday destinations.

Turkey of the week: Budget Travel

crm_budget travel nov

Online budget travel agency Budget Travel, wins ‘Turkey of the week' for its poor design.

The email appears bland with little emphasis placed on the services they are providing.  The images that were included in the email were very small.  The background and content of the email is very plain.

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