Elevating Email Engagement with Creative Campaigns
Our promotional email for Blue Planet II stood out with its creative possibilities, aiming to increase awareness of the show's launch day and time, drive traffic to BBC online, and provide an educational and personalised email experience.
Problem
Designing HTML emails can be challenging, but the Blue Planet II brief offered an exciting opportunity. The primary goals were to increase awareness of the show's launch, drive traffic to BBC online, educate and inform the audience, and deliver a personalised email experience.
Strategy
We aimed to push the creative boundaries with this email, as there was no specific action required from the audience. This allowed us to design a more engaging and exciting solus email that stood out in recipients' inboxes.
Leveraging the BBC's stunning photography, our custom design, animation, and coding created a unique 'scrolling through the ocean' campaign. The email opened with an eye-catching background image overlaid with additional images, ensuring the text was always visible even if background images weren't displayed. Sleek arrows invited users to scroll down, deepening their engagement with the content.
The email provided a perfect blend of scroll and length, delivering facts and information in a visually captivating way. This innovative approach was well-received, breaking up the inbox monotony and grabbing subscribers' attention.
Results
The Blue Planet II email campaign resulted in a 50% rise in email opens, part of an ongoing personalised contact journey that included TV and radio integration. The creative and engaging email design significantly boosted awareness and audience interaction.
Client Testimonial
This campaign was shortlisted as a finalist at the DMA awards for ‘Best Use of Email', and at the BIMA awards in the ‘Communications and Content: Craft’ category. — BBC Team
