2. The Body ShopChannel 4 Birthday **Reference
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Why their strategy works well
Great animation and personalisation on the email and on the website. A case study from
Costa showed they achieved above benchmark opens and clicks by using a combination of
mobile responsive content, animated content and personalised content.**
Why we love this campaign
The birthday gift! If you haven’t clicked on the link yet, you must! The present unwraps and
reveals hilarious ‘birthday messages’ from TV episodes. Importantly, video boosts conversion
rates by a quarter, and customers spend more per purchase*. The TV buttons have Facebook
and Twitter Icons attached where customers can share the video gift on their social channels.
Out advice to this brand
Personalise the birthday gift based on customer viewing history. Channel 4 could go a
level deeper with their customer experience by making the birthday gift personalised based
on customers viewing history. This will not only create engaging and bespoke content but
strengthen the relationship between the customer and the brand.
What surprised us
No functional pre-header. Though the pre-header has a nice message, Channel 4 have put
the browser view and unsubscribe link at the bottom. The pre-header mirror link approach
is a form of insurance and will increase deliverability if the display environment handles the
email badly.
foryour
Birthday
message
Click here
3. The Body ShopNeed Supply Co. Birthday
Why we love this campaign
Cut through messaging. It appears that customers received this email if they’ve
logged their DOB data after their birthday had passed. A study showed that 16% of
retail brands collect subscribers birth dates upon email sign up compared with 35%
of non-retail brands*. Sending this email out after the customer’s birthday is a great
way to cut through the email clutter around a customer’s birthday.
What surprised us
CTA could be clearer. The CTA and code are not obvious and it’s slightly confusing
to know where to click. It’s not clear the ‘Happy 20% off’ is actually a CTA.
According to Litmus.com, brands main CTA should be seen quickly and more
towards the top of the email. This accounts for readers who are not likely to scroll**.
Why their strategy works well
Great use of punctuation and typography. The copy, ‘AWW, SNAP. WE MISSED
YOUR BIRTHDAY AGAIN’ allows for the reader to process the information quickly.
The copy is clean and concise. The commas and bullet points make it easy to read-
and more important, easy to scan-as most readers scan an email before deciding
whether or not to take action from it.
Our advice to this brand
Make offer more obvious. Currently it’s not clear exactly what customers need to do
in order to redeem their offer. The code at the bottom is in small font. Perhaps if the
code was moved to be part of the ‘Happy 20% off’ offer it would create a more user
friendly experience.
Awww,
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4. The Body ShopPizza Express Birthday
What surprised us well
Black and yellow may cause readability issues.
Black and yellow could be hard on the eyes to
some readers. This could have an adverse effect
whereby the customer doesn’t ready the yellow
box completely and could misinterpret the offer.
Why we love this campaign
Uniquely Personalised. This goes beyond just having a customer’s name in the body
copy of the email, It’s not often you see your name written in flour and Pizza Express
have done just that. Personalised emails can generate 6x higher transaction rates
than non-personalised emails**.
Why their strategy works well
Subtle sharing opportunity. You can see Pizza Express have used this as an
acquisition tool to get new email subscribers. The current customer has to bring ‘a
friend’ in order to share a bottle of wine. This can encourage and entice potential
customers to subscribe to their emails.
Our advice to this brand
Pizza Express social campaigns are strong. Pizza Express create close relationships with
customers via their social channels. They do this through creativity, humour, invest time in
followers and engage and interact via comments**. It would be great to see Pizza Express
incorporate their social techniques in future emails.
Click here
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