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Kicking off the UEFA Women’s EUROs with live action email

Channel 4 wanted to re-invent consumers’ perceptions of the UEFA Women’s Championship. The objective was to promote the England vs Scotland game to subscribers as the national highlight. By creating a timely, engaging email, the aim was to drive more views on live TV and on All 4, while reinforcing Channel 4’s brand values around celebrating diversity and challenging viewer preconceptions.


The Challenge

  • Produce an email to drive increased views and support existing above the line marketing 
  • Develop an innovative email campaign that communicated the excitement around women’s football
  • As the Women’s Euros was the first live international football aired on Channel 4, it was keen to continue its sports broadcasting momentum

The Solution

  • Targeting: sending the the whole email-active, opt-in marketing base but also ensuring that all known sports fans received the campaign
  • The bespoke email included cutting edge ‘faux-video’ which takes still frames and uses CSS animation to bring images to life – without the need for a video or animated GIFs
  • To improve engagement pre-game, there was a PHP kick-off countdown timer driving readers to ‘watch from 7pm'. At kick-off, the timer changed to an image CTA directing recipients to watch on All 4
  • The email gave real-time information so if readers couldn’t watch they could still follow via the email. Changes to the email during the game included goal scorers, goal time, and the current match score. Post-game, the CTAs changed to 'catch up now'

The Results

  • The campaign achieved a significant conversion rate from the email to view the match and 35% uplift on the control
  • The email campaign reflected the innovative, independent and irreverent brand values of Channel 4
  • Won Silver in Best Use of Email category at the 2017 DMA Awards

Further information

If you want to hear more about how we create award winning emails, get in contact

+44 (0)20 7605 6081

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