Brief
Principality needed a template that would display correctly, no matter whether a mobile, desktop or webmail email client was used to open it. The goal was to encourage as many people as possible to complete their data capture form and increase their list size.
Principality required a mobile compatible HTML template for their data capture form due to the use of QR codes in their printed marketing material. They wanted to encourage recipients to complete the form by making it as easy as possible and needed one that was multi-purpose, rendering effectively in both mobile and desktop email clients. Working closely with their Adestra Account Manager, Principality provided the foundation for the design of the HTML
Strategy
In order to meet their requirements the Production team developed the design concept provided by Principality. Their brief was open and therefore left room for the creative team to create a template which would perform effectively and meet Principality’s multi-channel, data capture objective.
The Production team used media queries for the design of the HTML template. This enabled the template to be presented in specific formats depending on the output device. Colour, size and fonts for example could all be adapted to render effectively in mobile and desktop email clients. Using media queries within the template allowed the Production team to consolidate the data-capture form into one design, meeting the client’s brief for a multi-purpose template.
Results
The engagement rates for Principality’s data capture email campaign show how targeting your recipients with optimised mobile design can improve results. Thirty-seven per cent of recipients opened the email, approximately 30 per cent higher than the sectors average open rate in H2 2011. The form itself performed very strongly. The campaign reported a 56 per cent open form rate with over a quarter of openers submitting.