Brief: To create an email targeted to African Business’ database promoting the recently-published report celebrating 30 years since Afreximbank’s creation.
Creative Process: I created an engaging email that used an attention-grabbing headline to sum up the bank’s success, and capture the readers’ initial attention. Alongside a large image of the report’s attractive front cover, I positioned explanatory copy persuading the reader why they should read the report, and how it will benefit them.
I used a call to action placed above summaries of several of the most enticing articles to encourage recipients to continue reading.
Success: The email enjoyed a 30.5% open rate compared to the company’s benchmark of 24.7%, and proved engaging with readers, with a 3.6% click-through rate to company’s website.
