Sent to a database of over 45,000 customers on a weekly basis, the mailers primarily promote football-related content – made up of match previews, stats, player/manager interviews, news stories and polls – but they also serve to strategically encourage bet placement and brand engagement.

After analysing behaviour, bounce rates, written content and messaging on the existing e-newsletters, we consolidated the type of available content, increased the prominence of high value betting offers and designed a framework that brought hierarchy and improved legibility to the layout.