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ROYAL MAIL

We worked together with Royal Mail’s philatelic department to design, build and deliver a bespoke email marketing campaign.

The campaign was geared towards stamp collectors. As you know, stamp collectors possess an acute taste when it comes to aesthetic appeal – which is why Royal Mail approached CandidSky’s Content Marketing team.

The brief

Create an email campaign advertising Royal Mail’s Sustainable Fish special issue stamp collection, with the stamp collector target audience in mind.

Our primary aim was to achieve high levels of engagement and conversion among a data list of 60,000 registered Royal Mail members.

Our solution

The first step was to design and build a new mobile-friendly email template which showcased high-quality images of the stamps, decked with bold colours to emphasise the Royal Mail brand.

The visual impact of these stamps is what many collectors are interested in so we thought it best to let the images speak for themselves.

After various technical and spam tests in our Device Lab, we delivered the campaign successfully and provided Royal Mail with comprehensive reporting and feedback to inform their follow-up campaigns.

Average open rate – 49%Average click rate – 21%Engagement far beyond target