While email open and click-through rates continue to slide across the industry to 32% and 9.7% respectively, the Run London 2005 email programme bucked the trend and achieved average results of 49.3% and 22.8%².

These results were achieved through a well-managed database, a strong campaign idea (helping people to run a year), single-minded and highly relevant messaging in each email and a well-timed distribution strategy.