Three are Sorry for all the Holiday Spam


Earlier in the week the mobile phone network Three launched a brilliant advertising campaign called Stop Holiday Spam, created by the agency Wieden+Kennedy London.


The premise and delivery of the ad is bold, as a balding newsreader-type asks the nation to forgive Three for unleashing a barrage of social media holiday-bragging.

You see, it’s all Three’s fault.

They now allow “customers to use their phones in 16 destinations worldwide, like they would at home”, with “no extra cost for calling and texting back home. No extra cost for data”. And because of their generosity, us Brits are bombarded with photos, posts and tweets of sunsets, infinity pools, street food and “plane wing after plane wing”.

When I first saw the ad my TV was droning on in the background. I stopped, looked up from my laptop and paid attention – which is an impressive feat.

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Make the Most of Personalisation in Email



Personalisation is a core advantage of email marketing.

To put it in the simplest terms possible, it means a message begins with the name of the recipient. Whether that’s their first name, last name, salutation or any other field in your database.

The beauty of this is that it works whether you’re sending to a thousand, ten thousand or ten million people – as long as your database is sorted properly.

However, no matter how clever the technology is, you have to use email marketing’s personalisation tools well to get the most out of them. Which is why Forfront’s email marketing tip of the month for July is all about making the most from personalisation in email.

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Email Campaign of the Month: De Rigo – July 2014


Thousands of campaigns have been sent on the e-shot™ system this month. After looking through them carefully, we eventually agreed on a very worthy winner. Like everything else on this blog (and in the world) at the moment, it’s World Cup themed.

Without further ado, the July award for Email Campaign of the Month goes to…
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The 10 Worst World Cup Adverts 2014


It’s finally, finally, finally here! The 2014 FIFA World Cup is in full flow.


Image: source.

With half of the games on ITV it’s more than likely you’ve been exposed to an awful lot of football-themed advertising already – in between Adrian Chiles and Lee Dixon discussing dubious refereeing decisions, melting in the heat and pretending to understand Fabio Cannavaro.


Image: source.

The email marketing from teams heading off to Brazil wasn’t particularly good. Are the big budget, superstar-laden, TV World Cup adverts any better?

The really big guns – Nike, Coca-Cola, Beats, Budweiser etc. – dominate the airwaves with their blockbuster promotional productions. Yet the money thrown at them doesn’t mean they’re any good. For instance, two campaigns feature incredibly annoying slogans, “Celebrate As One” (Budweiser) and “One World, One Game” (Coca-Cola).

However, here at Forfront we thought it would be a good idea to dissect some of the absolute worst World Cup marketing we’ll be forced to endure this summer, so you can prepare your mute buttons.

I thought having to listen to Andy Townsend was punishment enough, but no. Things get much worse once half time is upon us.


Image: source.

Added apologies in advance, but the wooden-acting, crisp-eating, foul-mouthed, dandruff-free England goalkeeper, Joe Hart, features not once, not twice, but three times.

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Paddy Power’s Perfect World Cup Marketing Prank


When I first saw this photograph I was shocked. It seemed genuine.

Had Paddy Power really cut down vast swathes of the Amazon rainforest to create an encouraging message to the England squad in the build up to the 2014 Brazilian World Cup?

Of course, Paddy Power has tested the boundaries of good taste, decency and ethics with their advertising ploys in the past.

There was the time they sponsored the North Korean basketball team – which may have broken UN sanctions.

They positioned a Grim Reaper in the stands at Everton’s Goodison Park, lurking behind David Moyes towards the end of his doomed time in charge of Manchester United.

They dressed Danish striker Nicklas Bendtner in branded pants, which he exhibited after scoring at Euro 2012 and received a one match ban and a 100,000 euro fine for his troubles.

Plus, they sent giant adult babies on to the tube to mark the birth of Prince George, erected a Roy Hodgson Christ the Redeemer statue on the White Cliffs of Dover (see below) and got Professor Stephen Hawking to deduce a way that England can win the World Cup.

Click here for a long list of their shenanigans.


(Photo source).

However, this latest stunt crossed from the usual level of public disapproval or amusement into utter disbelief, outrage, death threats… and one angry Hobbit.

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Citymapper Are App to Their Old Tricks (Again)

It might have reached a stage now where we seem like Citymapper crusaders, constantly going on about their app update release notes (like we did here and here).

However, we’re genuinely just really impressed by their ingenuity and drive to do things differently. They go beyond the dismal “bug fixes” and “small tweaks” release notes.

Other apps don’t try to disguise the banality of “performance improvements”, whereas Citymapper have clearly realised that there’s room for improvement when it comes to how apps engage and charm their users.

Indeed, the travel app are up to their old tricks once again this week.

Citymapper Spain

Declaring the launch of their app in several new Spanish cities – by popular demand – the company have announced the release in typically quirky and irreverent fashion.

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World Cup Email Marketing

FIFA claimed that 909.6 million television viewers watched at least one minute of the 2010 World Cup final between Spain and the Netherlands. They say the total viewers probably topped a billion – when you include online streaming and large groups watching in public places.

We’ve looked at the Super Bowl’s marketing impact before here and here. But the World Cup is far bigger.

In fact, the World Cup is such a large event that it seems as if every possible product, marketing medium and advertising avenue suddenly suffers from football fever for a few months every four years.


Image source

Considering the marketing repercussions are so widespread, it seemed logical for the Forfront blog to investigate the email marketing approach of countries involved in this year’s Brazilian event.

Who deserves the trophy and who should be disqualified in disgrace?

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Email Campaign of the Month: Tech 9 – June 2014

As usual, a vast amount of campaigns have been sent on the e-shot™ system over the past month.

Diligently, we trawled through the emails for hours on end. Then we deliberated, judged, argued and finally settled upon a worthy winner.

Previous months’ winners of the venerated Campaign of the Month award can all be found here.

But without beating around the bush any longer, the June prize goes to…

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Hold the Line: 11 Tips for Better Email Subject Lines

For such a small section of text, crafting perfect email subject lines is surprisingly difficult.

The reason it’s so tricky is because it’s so important.

Carry out an A/B Split Test on two identical emails with different subject lines and you’ll quickly see how much the open rates differ.

Luckily, there are a variety of ways to ensure your subject line catches the eye and gets subscribers to open it up to learn more.

Which is why we’ve compiled Forfront’s top 11 tips for making the most of that vital line.


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The Vinyl Countdown is Over: First Impression of Our Revamped Offices

This year we’ve been undergoing a lot of changes in the Forfront office. But the final piece in the puzzle fell into place last week as the lovely people at Vinyl Impression got to work adding a bit of colour and creativity to our HQ.

Welcome sign

Every corner of our space has been brightened up by Vinyl Impression, from the meeting rooms to the developers’ zone, the kitchen to the sales floor.

Even the table tennis area was given an atmospheric, Wimbledon-themed makeover.

So have a look at the array of cool designs now adorning our walls and why not let us know what you think on Twitter?

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