Client: BBC

Client: BBC

  • This email channeled more users to sign up and use iPlayer for the first time, than other iPlayer focused emails

  • Generating 588k unique opens

  • With a successful 35% open rate

Problem

We are lucky enough to have a successful and on-going relationship with the BBC, working together on everything from automation pulling in RSS feeds into email, to templates and (our most enjoyable!) working on one off projects.

The ‘A Perfect Planet’ email was another one of these projects briefed to us. As a hugely successful TV show featuring David Attenborough, we couldn’t wait to get stuck in. The BBC wanted to target people with a casual interest in wildlife knowing they would enjoy big-scale programmes like this, and hoping it would spark an interest in the smaller continuous programming. The email needed to be educational to highlight the importance of both climate change and wildlife and how the two interweave.

Strategy

From the brief, we knew we wanted to showcase the five episodes and include the amazing images that define them. With this we decided that the amount of information we wanted to cover in the email could make it extremely long, therefore an interactive way to show and hide different parts could make it easier for the reader to digest.The BBC are great at supplying us with the best creative assets available, allowing us to really push the boundaries of emails’ capabilities. The assets in hand, our talented designers and coders could now begin brainstorming how this email could look and work in the inbox.The inspiration for the accordion type dropdown which was chosen came from seeing a similar expanding description design on Disney+ for the Marvel movies, when you hover/click on the hero it would expand horizontally and show more information:

Although after discussing it, the team decided that this specific design would be too small on mobile and a more traditional vertical expanding accordion would fit this email better.We then got to work mocking up designs and sharing them with the BBC team, this was important to show them what the final email would look like to all recipients. Including those who’s email clients would not support email interactivity.

Then we could work on the full HTML build for the email, with our designers and coders continuously discussing elements of the email along the way. It’s impossible to recreate every transition at the design stage so when creating the accordion effect and the background transition, the timings to open were tested internally. We use many different tools to build and test our emails, using a combination of Email on Acid, Litmus and our own live devices to check the code. We also send test emails and develop in the browser based email code editor Parcel.

All of the above allow us to build, test, iterate on builds, share feedback internally and with the BBC, almost in real time. As with all email projects, we test a lot, and the last step is to integrate with the clients email service provider (ESP). Often with some back and forth with setting up any personalisation or adding any dynamic ESP code. Then a final test from the ESP to us all to check it one final time.

Let’s

create

together

Got a project or want to know more about what we do? Drop us a message here, and we'll get back to you.

Let’s

create

together

Got a project or want to know more about what we do? Drop us a message here, and we'll get back to you.

© 2011-2024 Action Rocket Ltd. All rights reserved.

© 2011-2024 Action Rocket Ltd. All rights reserved.

© 2011-2024 Action Rocket Ltd. All rights reserved.