This email targets cricket fans, and it presents them with a feast of images conjuring up visions of the ideal way to enjoy their favourite sport. A background consisting entirely of a swathe of invitingly green grass sets the scene, and a fun collection of ‘essentials’ for the perfect day of cricket (hat, picnic rug, sun lotion, sandwiches, etc.) are positioned with check-boxes in the centre of the page. This unusual design sets the email apart from the more conventional creatives which the user no doubt receives every day, giving it added impact. We might argue that the images are rather on the large size, pushing some important copy into the area well ‘below the fold’. However, this is a fault that’s easily forgiven.

Moreover, the email is not ‘just a pretty face’. It follows best practice, with alt tags present and a link to a web version for users who have trouble viewing the HTML in their email browser. There is also a simple and pleasant unsubscribe option.

The copy is well thought out, with a concise introduction followed by key information about the fixtures and a button enabling the user to buy tickets online. However, it’s a shame that the writer seems to have an aversion to using apostrophes, since these have been omitted from the text wherever they should appear (‘two matches you wont want to miss’)! Also, it would have been good to see a personalised greeting for each recipient.

These small faults apart, this is an email which manages to be both entertaining and informative, marketing two cricket matches in an innovative way and providing a clear call to action.

8/10

Information and images supplied by IPT, sourced from their email competitor intelligence programme - EmailTracker (www.email-tracker.co.uk)