TIMES & SUNDAY TIMES

My team lead the way in technical and creative innovation in the email marketing channel. This is an early example of how technical developments can drive increased engagement in marketing comms.

The client had launched a mobile app which was one of the very first from a major news publisher. We were tasked with driving app downloads and increasing the engagement metrics from their usual email campaigns.

Using data supplied by our analysts we identified the portion of the clients' database that regularly open their emails on a mobile device and selected them as the target audience. We then made full use of the latest capabilities in email by using a video in the hero image that could be played directly from the email. This allowed us to convey much more engaging content and information than would normally be possible.

This campaign drove a conversion rate of 800% over their standard emails.