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RSPB

by | Sep 19, 2016 |

About the Project
The Royal Society for the Protection of Birds is a charitable organisation registered in the United Kingdom. It was founded as the Plumage League in 1889 by Emily Williamson.

Targeting
Targeting skewed towards Parents with young children in the age bracket of 5 – 16 and/ or those that have previously donated to charity and/or those that have engaged with similar campaigns. Geographical region – all of the UK.

Subject Line
Get your free RSPB guide to giving nature a home this autumn

Design
RSPB have very strict brand guidelines and thus I was able to design something they were after without trouble. This particular creative doesn’t follow our normal “f” format. The “f” format refers to the text being in the shape of an F with the most important information along the top and down the left-hand side. Typically, viewers follow this sort of pattern when reading, first horizontally all the way across the top of the email, then horizontally again on the secondary section of the email, following vertically down the left-hand side as they scan the rest of the content. Also, in most email providers, the preview box just shows the top left-hand side unless the email is opened fully. We have found that a CTA in the top right corner is very active in terms of click rate.

Objective
Drive Registrations and pack requests for the ‘Big Garden Birdwatch’