Every month, health insurance experts, Vitality, give away tickets to major sporting events. However, audiences often ignore these emails, viewing such prize draws as unwinnable. So Vitality asked us for a solution. Our research found that personalised email communication increases engagement, so we tailored images to show individual names on professional sporting gear. The result was a 38% increase in open rate & CTR, and our campaign was given the accolade of Smart Focus email of the week.