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Published: 31st Oct 2017

XLN wins the 2017 Internet Advertising Competition Award for Best Small Business Email Message

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XLN has won an Internet Advertising Competition Award for an innovative and witty marketing campaign. Our winning entry, a high-performing email, can be viewed here.

The tongue-in-cheek response, authored by XLN copywriter Jack Stratten, is a concise riposte to BT’s observation that XLN is “only” 37% cheaper than BT for similar fibre broadband products – not 44% as initially claimed.

Witty and acerbic from start to finish, commentators were impressed by the email’s successful conversion of a possible legal challenge into a marketing coup, with “a backhanded riposte Roger Federer could be proud of”.

Read below for some of the judges’ comments:

“Excellent marketing! The subject line got me to open the mail. The savings was stressed and I got a little laugh at the expense of your competitor” - Mindy Stern

“A masterclass in marketing” - Paul Elliot Smith

“Possibly the best marketing email ever”. - Steff Easom

 
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