It also features a “Re-subscribe now” link at the top right of the message, encouraging users to confirm their details, choose favoured departure airports and then get redirected straight to Ryanair’s garishly sale-orientated home page.  This utterly inoffensive voluntary in-line data cleansing approach, leads to the place where you buy flights - a good, straightforward use of the medium.

There’s a lot more that’s right about this email and the all-important subject line is a good example.  “Hurry and book a flight to Europe for only 1”, contains no £ sign, helping prevent it getting caught in any over-zealous Spam filters.  It’s also deliberately ambiguous, because if I were booking from Ireland the flight would actually cost a mere €1.  It gets the message across, gives you a good reason to open it, contains a call to action and avoids being filtered.

OK, so despite knowing my (recently re-confirmed) name I’m addressed as “Dear Subscriber” and the content is entirely static in terms of its relevant if entirely generic offers of car hire, hotels and travel insurance, but frankly who cares?  If I’m in the market to book a flight for less than the price of a packet of crisps at the pub, Ryanair has everything I need.  British Airways it isn’t, and that’s exactly how Ryanair has built its enviable reputation amongst consumers.

Marks out of 10: 7

Analysis and images provided by Nick Gillett, Managing Director at full service digital agency, Tangent One – www.tangentone.com