Scottish Apartment is Edinburgh's largest serviced apartment provider. Their regular advertising emails promote their services to past, present and future guests, guiding customers to different areas of their website.

Andrew Seel looks at how to improve the general layout and design, maximising click-through rates from their email list, marketing their services effectively and increasing those all-important bookings.

Current Design

Believe it or not, your customers aren't really that interested in your company or what you are up to – not when they're reading email newsletters or surfing the web, anyway.Online they generally only want to know if you've got what they're looking for.

This might sound harsh but it's a reality on the web – and your email marketing content should take account of this or it's not going to be as successful as you'd like.

If you're a big brand sending millions of emails every month and you're using a professional email service provider (ESP), have you ever stopped to consider if you are actually getting good value?

Is spending upwards of £15,000 a month money well spent? Surely not when you tot up the annual total and realise that's over £180,000 on email marketing every year.