A winning partnership with the Rugby Football Union

Brief

The Rugby Football Union (RFU) invited Red C to pitch to become its creative partner for email marketing.

As passionate rugby fans, we were thrilled at the opportunity and began working on a visually appealing email template that adhered to best practices and was practical for ongoing use.

Our approach impressed the RFU, and we won the pitch.

Approach

Since then, we’ve led several email marketing projects. One of the most notable involved collaborating with brand agency Matta to develop email templates for the RFU internal team.

The template needed to present the RFU as a modern, forward-thinking sports institution. Given the volume of emails the internal team was responsible for sending daily, it also needed to be flexible and easy to use.

Our solution was a set of modular components that could be used across multiple communications. Each module was highly flexible, allowing the internal team to customise text, fonts, and colours easily.

Once all key RFU stakeholders approved our designs, we integrated the modules directly into Acoustic, their email service provider (ESP).

The RFU team was delighted with the template’s functionality and flexibility, so it was adopted across multiple business areas, including the Men’s and Women’s teams, the membership scheme, Twickenham Stadium, and the Rugby Museum.

Conclusion

The RFU has been using the templates for nearly two years now, which is a testament not just to the templates’ appearance and usability but also to how strongly their database engages with the content.

Red C has now been asked to recreate the templates in Salesforce, following the RFU’s major system re-platforming.