Taking into account the positioning of the magazine in the market, we developed a typical scroll down email that enticed the curiosity of the target in a very irresistible way. The email presented the cover girl of the first issue of the magazine in a sexy bikini photo with white boxes covering the ‘I want to see’ body parts. These boxes contained messages that directed the viewer to scroll down and to the proposal made by the campaign in a tempting way: “If you want to see it all, subscribe...”