As lead writer on Canon for 18 months, it’s fair to say I’ve plenty of work to show. And whilst a series of over 40 emails might not sound like the most creative work, I did learn a lot from it.

Working closely with data and planning teams, I’m pleased to say we created something personal and engaging from a somewhat impersonal brief. We started by splitting our audience into two streams: those who were ready to buy from Canon now, and those who were interested.

We looked at what pieces of content would be most appropriate for each audience, serving product related articles to our hot audience and inspiration pieces to our warm.

Below is a series of emails served to people interested in buying a DSLR in the future.