Each month Andrew Seel, Managing Director of content specialists Qube, dissects and rebuilds one email that didn't quite perform.

High quality shirtmakers Hewitt & May hoped to acquire new customers and tempt potential buyers into making a first purchase.

While their special offer proved successful in generating click-throughs, the number of those that resulted in a sale wasn't up to scratch.

Andrew Seel looks at how the initial impact and focus of the email's design might have converted a larger proportion of the click-throughs into actual sales.

Uncovering innovative uses of email marketing, every month real results shows how one company benefited from thinking a bit differently.

Telemarketing is a tried and trusted way to generate leads but by its very nature can mean a massive cost in time and resources with no guarantee of positive results.

By taking a new approach to the use of email to follow up cold calls means that Navman Wireless UK now immediately know the difference between a dead lead and a potential sale.

By using email to contact the 1.8 million people who signed a recent online petition against road-pricing, the Government saved a considerable sum.

Although more often criticised for wasting public money, had the Prime Minister responded to each person by post, the cost could have been up to one hundred times greater.

The move didn't quite escape criticism as by 'spoofing' the sending address, it was filtered into many people's junk mail folders.

Read the full story from the BBC by clicking the link below.

Highlighting the companies that have been going above and beyond with their email marketing this month.

The sexiest email of 2006, according to the Internet Advertising Bureau (IAB), went to lingerie manufacturer Agent Provocateur. Fronted by Kate Moss, the campaign utilised video email and interactive video technology to successfully drive up click through and video to shop conversion rates.

Key successes included:

• email click through rate of up to 61%
• video to shop conversion rate of 23%
• huge increase in sales of featured products.

View the email for yourself here.

If your email marketing is recognised as coming from outside the recipient's country it could be automatically consigned to their junk folder. Using the language module of their campaign software, InterfaceFLOR's latest product launch email successfully reached customers in Belgium, Denmark, France, Germany, Holland, Norway, Spain and the UK.

Key successes included:

• average open rates of 39.5%
• click-through rates of 23%
• send to a friend and unsubscribe links translated into native languages

Find out more about language modules here.

Trupint's use of behavioural targeting is now enabling them to use clients' buying patterns to determine the emails they receive. During their Valentines Day campaign, specific messages were sent to 'active' and 'inactive' customers and the responses compared to purchasing history.

Key successes included:

• email marketing now tailored to customer buying patterns
• future targeting based on purchase history and response to emails
• roll-out of behavioural targeting throughout campaigns

Find out more about Pure's enterprise reporting module here.

Gain the confidence to build e-mail into your marketing strategy and learn the practical issues involved in planning and implementing an e-mail campaign.

Book now for just £395 + VAT

Daniel Rowles, Academy Internet's Head of Internet Marketing gets excellent delegate feedback, regularly scores 10 out of 10 for his practical approach to training.

"Very informative and interactive!" Caroline Woods, Leger HolidaysAcademy Internet is a rapidly growing e-learning and internet marketing consultancy which delivers measurable results for customers with training, e-learning and internet marketing projects.

Click here to request more information.