Viewer Relationship Marketing

Channel 4

Email marketing still remains a highly personal way to reach your audience but with the recent shifts in how emails are read, it’s ever more important that these valuable messages are displayed as well on device as they are on Desktop.

The email design for the VRM team was  one of a number of ways Super natural were involved in the All 4 rebrand. Having successfully completed a few other cross-platform projects for Channel 4, we were tasked with bringing their email marketing up to date. Working closely with CACI who managed the ECM, we lead the design of the electronic letters overhaul.

Before we got involved, there were 11 million registered users. Driving forward with the second phase of the strategy, the overall aim was to build a deeper relationship with the viewer, with the focus changing to personalisation and tailored recommendations. The email communication to viewers was also important in unifying the identity of all VRM communications so the look users were seeing was consistent both with other emails and the new All 4 identity.

There were six sets of email in this project, ranging from multi-purpose newsletters and promotions to service announcements and catch-up show triggers. Each presented their own unique problems as they needed to integrate seamlessly with content viewed on All 4 by each user, however we came out on top and they’re now ready for you to see in your inbox. Don’t forget to sign up here!

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