Yukka.co.uk is a boutique online retailer specialising in urban clothing labels. Their monthly email newsletters promote new, limited edition and exclusive labels, aiming to increase traffic to their site and generate sales.

This kind of acquisition campaign email requires clear messaging that taps into the key needs of the target audience. However, with a lack of focus and with vital information hard to find, are readers being left cold?

Current Design

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

As a global provider of electronic components and industrial products R S Components faces the challenge of engaging a varied and widespread audience with its email communications.

Creative Leisure Systems provides a range of stimulating child entertainment products aimed at businesses whose customers often have toddlers with them.

Leadership and organisational development consultancy, Stanton Marris, uses its ‘Inside Track’ email to maintain brand awareness and offer positive, useful information to its mailing list.

With a readership of mainly busy senior executives across a range of sectors, from finance to FMCG and central government, it’s important they grab their recipients’ interest from the get go. However, could slight changes to the structure and presentation of this e-shot have a dramatic effect on response?

In this month’s email clinic we're reviewing three successful campaigns from 2007, looking at why they represent great examples of best practice.

Each campaign has been thoughtfully and accurately targeted to its audience in both design and content. They send a clear message, serve a useful purpose and importantly, provide something of value to the recipient.

At the risk of repetition it’s worth pointing out that each email includes the key details that form the basis of a legally compliant marketing email – the all-important, clearly visible unsubscribe link and company registration number.

Hewitt & May is a high quality shirtmaker targeting buyers in the City, business owners and lawyers who appreciate exceptional quality with a stylistic edge.

The objective of this email was to acquire new customers. The approach was to use a special offer to encourage potential customers to try the brand for the first time. The experience would lead them to become regular customers.