Game and Sky - email optimisation

It's not glamorous, but optimising emails delivers demonstrable improvements to open rates and click-throughs. It's a great skill for a copywriter to have.

The best example I can give is from work I did as part of a Digital and Direct pitch to Game, the UK's leading specialist console game retailer. Their emails were in need of some TLC. I used my experience of producing high-volume, effective email campaigns to introduce a 'best practice' guide, covering:

• A personalised subject line
• Preloader copy for smart phones
• Getting a strong headline into email client preview panes
• Positioning the offer so it always sits above the fold
• Personalised body copy
• Integrated social media
• Introducing live text and alt text in case the reader has email images turned off
• Making sure every section presents a clickable call-to-action

We won the pitch - and I'll post the creative when it goes live.

I've also been part of the team responsible for developing new email templates for Sky - whatever message they want to convey, it'll hit your inbox in a pristine, perfectly crafted layout if nothing else.