10 Email Marketing Mistakes To Avoid

Email marketing is still an effective way to reach prospective and existing customers, even with the rise of social media and texting. If you want your email to stand out in any inbox and not wind up in the trash, avoid making these 10 email-marketing mistakes.
1. Focusing only on promotion
Instead of using email marketing exclusively as a sales tool, you can use it as a medium to engage your customers and build customer loyalty.
2. Having a confusing, deceptive or boring subject line
The subject line is the first thing that we see in our email inbox and it is what makes people want to click on your email or not. That’s why it’s important to spend time creating a subject line that will really grab your readers’ attention.
3. Embedding your message in an image
Avoid putting all your text into images. If there is an issue and images don’t load for some reason, your text doesn’t either. So make sure you balance images with clear and concise text in the body of the email.
4. Having too much text.
To help ensure your message is read make sure you shorten your text to make your message more concise and include amazing photography to entice your reader. This will help you make a lasting impression once you’ve gained that initial email-opening click.
5. No Clear Call to Action
It’s not enough to just have a ‘Call to Action’ button, it has to be placed right too.
6. Not tracking results
Tracking results will allow you to see how a campaign is performance through open rates and click-through rates. But tracking results will allow show if your efforts are paying off.
7. Sending Out Emails Without Permission
This is a big NO. You should only send your mails to those on the OPT-in list.
8. Sending Out Emails Without An Unsubscribe Option
Always make sure you have a clear unsubscribe option in your mail, to make it as easy as possible for people to leave your list if they want. So, no hiding from it either! In the UK it’s illegal to send a mail without an unsubscribe option.
9. Ignoring Timing
Timing is one of the most important factors for achieving good open rates. The whole effort of creating the right content, for the right people, goes in vain if the timing is wrong.
10. Sending Out Mails Without Testing Them
We know you put a lot of effort in to creating email campaigns. But all these efforts are meaningless if you forget to test them.

Do you want an Outstanding from Ofsted?

The current Ofsted regulations state that if your school website doesn’t meet all the legal requirements for a school website, you will not be eligible to receive Outstanding! If you are one of the many schools whose website doesn’t meet Ofsted’s requirements we can help! Whether it’s a new website or just a website update your school will benefit from, we are happy to help your school to meet all UK and European legislation and receive Outstanding from Ofsted!

We have completed a number of projects for schools that we are proud of for schools, colleges and universities. With bespoke designs, and careful consideration for each project, we made sure that all our projects meet requirements. Here are a couple of examples of work we have completed for schools:

Haybridge High School and Sixth Form
South and City College Birmingham

We offer schools a range of services from branding, photography to make sure your photos tell your schools story, logo design, bespoke prospectuses and much more. You can find out more about our schools services here.

If you aren’t sure what requirements you need to meet with your school website, take a look here .
Sir Michael Wilshaw, Chief Inspector at Ofsted, stated that a good head, “Thinks carefully about how to prepare for an inspection by ensuring that the website is up-to-date with information on school evaluation, development planning, the school timetable etc.”.

If you want your school to receive Outstanding from Ofsted, make sure to get in touch today to find out how we can help you because top of the class!


Branding‘ is seen by most as a corporate term; however, schools are some of the most recognisable brands we see from day to day. You see children in their uniform on the high street, the school minibuses driving around town – all of this is part of your brand; reflecting your school and influencing peoples’ opinions of it.

Brand Analysis

To get to where you want to be, you have to know where you are. This will then allow you to get an idea of the scope of the journey. With an in-depth understanding of your school, its strengths and weaknesses, and how you compare with your competitors, we will then be able to establish the roadmap for developing your new brand identity.

Logo Design

Some of the most recognisable symbols in a local area are school logos. This is because they are representative of your school and easily identifiable. Every detail of your schools logo will be at the forefront of your marketing, from headed paper to your website and prospectuses. So it’s important to get it right. We have experience of working with many schools, colleges and educational organisations with logo creation.

Brand Creation

Our job is to look after your brand identity and make sure that we fulfil its unique potential. We want to make sure we create a brand for you that has character and stands out from the crowd. We can help your brand be successful and prosperous.

Brand Guidelines

We can give you a stand out logo with a meaningful strap line and consistent message. But with a school brand so many different people are responsible for outward communications. We will give you a simple set of brand guidelines you can issue out, so that you always have a consistent message.

Brand Application

The final step is to apply you new branding to your marketing and communications. This could be your website, prospectus, minibus, signage, and these are just a few examples.

We can help you do all of this and take the weight of your shoulders while you work to become top of the class. Take a look at the services we off for schools here and make sure you get in touch today so we can start helping your school!

SCHOOLS: A photo is worth 1000 words!

Pictures make a story stand out. They catch your eye and, like a great headline, can make a difference between someone choosing your school or going elsewhere. Our approach to schools photography is refreshingly different to most. Let us help you tell your school’s story!
We offer our schools choices and we are all about helping your school and not dictating it. We can offer advise on which images to choose to help rebrand your school, produce a prospectus, assist in marketing or implement a new website with exciting images.
Your school prospectus and website are vital components of your school’s marketing strategy, which provides an invaluable insight into everyday life at your school. Parents of prospective students and the students themselves are strongly influenced by what they see and read in your prospectus and online. It’s true when they say first impressions really do matter, so your visual content needs to make an impact. The importance of great school photography shouldn’t be underestimated. Your school needs to find the right balance between all the positives, such as working hard, playing hard and enjoying the learning experience within the context of your school.
We can help you:
• Capturing photos that tell your school’s story
• Get active shots – pupils playing sports, baking cakes
We can also centre your school’s photography on any of the following:
• Academic excellence and high achievement
• The learning environments and classrooms
• The quality and experience of the teaching staff
• The history, tradition and values of the school
• The facilities, equipment and infrastructure
• Sports, music, drama and extra curricular activities
• Friendships, identity and belonging
• Happiness, communication and support
So get in touch to find out about our experience in school photography and arrange a sit down with us and so we can help you identify the key areas that give your school its unique character and appeal. We can help your school stand out and be top of the class!


Your School Prospectus is more important than you may have thought, so make sure it represents your school appropriately and stands out from the crowd!

Prospectuses and school brochures are handed out at events and open days to give visitors an instant impression of your school. A school prospectus isn’t just filled with great content, there is a lot more to it. Establishing the content your school wants within the prospectus is the first step, but you need to choose a print style and finish to make it stand out from the crowd.

A school prospectus offers a broader view in to life at your school and it’s also something for prospective students to take home to have a better look at. The content you decide to include in your schools prospectus alongside the writing style can help to represent life at your school, and it can give parents and students an insight into what they can expect from their time with you.

When compiling content for your prospectus you should consider:
Photography can illustrate just how great your school is when done right. Including images of students working, taking part in extra curricular activities and their work, illustrate to parents the work ethic of the school but also to the prospective student that they can enjoy their time at school. We offer a photography service here at Mooch to help you get those perfect images to portray just how great your school is.
Great Content is essential for your prospectus as principally; it’s one big advert for your school. When you are creating the written content for your prospectus, make sure to consider the writing style you wish to embrace, and how much content is required. Remember you don’t want huge bulks of writing, as prospective students are likely to lose interest. Here at Mooch we can help you with writing your content and ensure the schools vision and values are delivered to both parents and prospective students.

Take a look at our services we offer for schools here.

Is your school website showing its age?

Does your school website need bringing in to the 21st century? Does it need a bit of motivation to bring it out of the ’90s? Here at Mooch we can help you with that.
We have a range of clients across the education sector, all of whom bring different aspirations to the table. As a creative agency our job is to meet the brief, but also to add our own input; taking an integrated approach to marketing in order to smash the client’s objectives.
Here at Mooch ‘no project is too big or too small for us, and we aim to sprinkle our creative magic on every project we work on’. We aim to offer something ‘different’ to the standard design and print often applied to this sector.
Two of our established clients, Haybridge High School and King Charles | School, have been coming back to us for years for various print and design work to help them prepare for the new school years. You can see some of the work we did for Haybridge High School here.
Do you have an idea for your school that involves some magic sprinkling on it? Then get in touch today! We have a range of services available across digital and print, and we love working with all kinds of brands. Whether your school needs a full rebrand, some print and design work for prospectuses or some social media management, then we can help you!
Take a look at all the services we have to offer here.

WATCH OUT! Emerging tech for brands to keep an eye on!

We all know that brands have a lot of tools at their disposal, and designers can make work in many forms from posters to websites to experiences to technologies as well as much more.

What if brands could come up with creative solutions that take in to account ‘the future’? The future we are all entering, where everything around us, from the sidewalks walked on daily, to the cities we live in, and the hats on our heads, it can all be used as communication and engagement. The reality is that creative solutions are changing completely.

The best thing brands can do is to stay relevant in this time of change and realise that the designs they create fundamentally impacts everything, just like everything impacts their designs. By taking ‘the future’ into account when designing, their designs can become something relatable, and bespoke.

4 Technologies that brands should watch out for are:

1. Autonomous Vehicles

Autonomous Vehicles are also known as ‘driverless cars’ that have the ability to navigate without relying on human input. Toyota has unveiled their Concept-I vehicle at CES this year, where drivers are made to feel as if they are playing a video game. If the driver want’s to just sit back and relax they can enter “Chauffer Mode”.

For brands the means of engagement with an audience has been limited to billboards, and exterior signage. With autonomous vehicles comes new means of engagement and interaction, as distraction becomes less of a concern for safety. This will allow brands and marketers to exploit the attention of those with driverless cars, and it will result in new means of engagement. The opportunities to explore creative ways to fill the time could include a suite of reading interfaces, augmented reality games, advertising experiences, and entertainment platforms, but these are just a few ideas.

2. Chat Bots

Chat bots are automated systems that allow customers to engage with a chat interface, which enables businesses to help respond to queries without any human assistance. They are normally built within messaging apps. Facebook Messenger already has more than 30,000 active chatbots built within it, and some of these are being used by retailers to help their customers with any queries or even allowing them to make purchases through these chat bots.

Brands have to communicate with clients on a daily basis and Chat Bots are going to change the way brands engage with clients. Once Chat Bots are embraced, they will become a leading method for quick communication, which will also allow brands to train Chat Bots to present their work to clients on their behalf in order to collect feedback from several clients at once. This could present a new set of challenges, and will increase the need for brands to learn to efficiently and effectively communicate their ideas.

3. Blockchain

Blockchain is a record of transactions that take place digitally, which are tracked and organised by time-stamping each transaction, whilst categorising them in a linear, chronological order. As digital media develops and continues to expand, brands are going to find they are facing issues of privacy and ownership that hasn’t been experienced yet within the design industry. Blockchain can help brands “mark” what is deservedly theirs. If designers can grasp the power of blockchain technology, they can try to prevent a future where the ownership of all their digital portfolios and files are completely untraceable.

4. 3D Printing

3D printing also known as ‘Additive Manufacturing’, is an emerging technology that allows the printing of three-dimensional objects by layering materials that take the shape of a computer-generated rendering of an object. 3D printing is going to be a huge new form of communication. Traditional graphic designers work will no longer be two-dimensional, or just screen-based, there is going to be a growth in appreciation and nostalgia within the design industry for the creation of tactile artefacts.

Here at Mooch we will be keeping an eye on these emerging technologies because we know the impact they are going to have on the design industry. But we do know that these aren’t the only emerging technologies out there, so make sure to look out for more!

Did you know that Brexit is going to affect designers?

On the 13th March 2017, Parliament passed the EU Withdrawal Bill, which means that Brexit will definitely begin at the end of this month. Whilst Theresa May’s Brexit plan aims to be empowering, the outcome for designers looks gloomy.
Theresa May the UK prime minster outlined her plans for carrying out Brexit on the 17th January 2017, where she delivered a speech, which promises a “global, outward-facing Britain”. The speech indicated more certainty rather than ambiguity around Brexit, which was the most positive outlook since the referendum result on 24th June 2016.
With the independence May is promising for Britain, there has to be a trade-off, which will result in strict rules on exclusion from the EU. As a result there will be stronger curbs on immigration, no membership of the free single market, and reduced membership of the customs union, which at the moment allow restriction free trading between all EU countries.
Whilst May has vowed that the UK would invariably want “highly-skilled” immigration, she said: “The message from the public during the campaign was clear – Brexit must mean control of immigration coming from Europe”.
So how will his affect designers and the creative industry?
Currently, in the UK design and technology industries we utilise the talent that has come over from abroad. This could be what May was referring to as “highly-skilled” immigration. The Office for National Statistics (ONS) research shows that the IT sector sponsored 42% of skilled work visa applications to the UK in 2016.
Theresa May has put a lot of focus on the importance of highlighting “cutting edge” science innovation and research but has not mentioned the creative sectors. The CEO at the Design and Technology (D&T) Association, Dr Julie Nugent has warned that the drop in immigration means the government needs to recognise the “economic value” of design and work harder to encourage young British students to take these subjects on. She went on to point out that “if the UK is to restrict its borders to migrants with essential skills, the UK will need to grow it’s own talent in essential design, engineering and technology-based skills”. She also added “design and technology are critical gateways to careers across the creative, design, digital and advanced manufacturing sectors. The Department for Education must do more to ensure we have the flow of young talent that the UK needs”.
If we don’t focus on developing these skills within the young British students, the UK is bound to fall behind other “growing economises” such as China, Japan, South Korea and United Arab Emirates (UAE), and we risk not having enough talent to fill crucial industry roles within the UK added Dr Julie Nugent.
The Government needs to support creativity to enable it to thrive within the UK, the burden falls onto design businesses themselves to promote diversity following Brexit according to Alasdair Lennox, the executive director at global retail design consultancy Fitch. He added, “Isolation is not conducive to free-flowing creativity” and “designers and creative must work towards establishing foreign workers’ rights without EU law, and advocate for who permits for EU nationals already in the UK, as well as those who want to work here”.
There is still some ambiguity around “highly-skilled” workers. There are a few concerns to how a EU worker’s “skills” are going to be judged if they apply to work in the UK following Brexit. The chief executive at Creative Industries Federation (CIF), John Kampfner, is wary of the UK’s “out dated immigration system”, and points out “the willingness to welcome the ‘brightest and best’ begs the question as to how that will be interpreted in the future”.
Creative and Design businesses are potentially going to lose international work because of Brexit. One fifth of the Design Business Associations (DBA) member consultancies income comes from overseas clients and the majority of it comes from Europe. The CEP at the DBA, Deborah Dawton, highlights that businesses need to keep trading with other countries in order to retain knowledge of “international markets” and keep afloat on the “international business stage”.
There are a few UK-based consultancies that work primarily in Europe, who fear the loss of work opportunities. The co-founder at exhibition design firm Casson Mann, Rodger Mann pointed out “we get most of our public sector museum work from the Official Journal of the European Union (OJEU)” and “at this point we have no idea what will replace the OJEU, and how limiting that will be for us”.
Theresa May has vaguely suggested that whilst we will no longer be a “member” of the single market, which is what allows us tariff-free trading between EU member states, we will still retain “access” to it through a new free trade agreement. It will mean the UK gets the best of both world theoretically, as we wouldn’t have to pay large sums of money towards the EU budget, which is roughly £12.9bn a year, but we could still trade freely within the EU.
However, May has yet to mention the digital single market (DSM), which allows the fair access to online goods and services across the EU and is subject to European copyright and Intellectual Property (IP) laws.
The head of manufacturing, design and innovation at Policy Connect, George Dibb, highlighted that access to the DSM is essential for the “health and future growth” of the UK’s tech and design sectors, and hopes that parts of the DSM can be included in forthcoming trade agreements with the EU. He also added that if Britain is excluded from the DSM with no access to the advancement in the EU copyright, IP and data laws applying to digital services, this could have “potentially devastating effects on the future health of the UK design economy”.
Theresa May has announced that although the UK will no longer be handing out millions to the EU each week, we do still have the option to opt in to certain funding programmes if we want to. Although, May’s focus on science innovation and the lack of reference to the creative industries doesn’t inspire us with hope that the UK government will be inclined to opt into all of the EU cultural funds that we currently benefit from for example, at the moment we benefit from grants from organisation such as Creative Europe.
Many design industry experts have already stated, the government needs to switch its focus to include the creative industries that according to research from the Design Council brings in roughly £72bn to the UK economy and employs over 1.5 million people.
John Kampfner at CIF has said that the Creative Industries Federation would “welcome a discussion” on whether we continue to participate in European research and cultural programmes that have majorly benefited the UK.

A new website can help you beat OTAs.

If you own a hotel, it should go without saying that you need a website. There is no better way for your business to attract potential customers. A basic website isn’t enough to turn that passing interest into a booking. Visitors have plenty of choices when it comes to finding a place to stay, and if your site doesn’t convince them that you’re the best option, they will be happy to go elsewhere.
With that in mind, we do have a few things you could do to set your hotel’s website apart from others, as well as increase bookings from guests:
• Make your website mobile friendly
• Show what sets you apart from the rest
• Allow easy direct booking from your site
• Make it easy for guests to get in touch
• High resolution photos
• Keep it up to date
• Show guest reviews and testimonials
• Display links to social media
• Clear Instructions
• Visual content
• Local insights
These examples are just a few techniques that could set your hotel apart from others; there are many more. Competitiveness within the hospitality industry is tough which means you need a well-thought out strategy and your website needs to be at the top. We can improve your website’s SEO and generate more traffic as a result. Once a viewer is browsing your website, we make sure to get them hooked. This is through implementing all of the above, the use of plenty of eye-catching call-to-actions and making it easy to navigate on any device.
We can make your business flourish, it’s what we do… so don’t hesitate to contact us and we can tell you how we can help.

See some of our previous work here: https://moochcreative.co.uk/work/lea-marston-the-abbey-hotels/

You can beat OTAs!

The popularity of sites like Expedia and Priceline, online travel agencies (OTAs) have become a somewhat unwelcome reality in the travel and hospitality industries. OTAs are more popular than ever: accounting for nearly 60 percent of online bookings for independent properties, and just under 50 percent for hotel chains. OTAs usually take a 20-30% chunk of commission from revenue made from each booking they process for your hotel.
It may seem like a challenge, but you wouldn’t believe how much revenue your hotel could gain back from the seemingly indestructible OTAs. Make your own bookings, and your own profit as a result.
Your hotel can:
– Increase your direct bookings by 20%
– Increase the number of visitors from OTAs staying and booking directly from 20% to at least 52%
– Increase the number of millennials bookings by 35%
– If you are an independent hotel increase your direct booking revenue by 45%
– Increase your same day bookings by at least 65%
– Keep the 20-30% of your hard earned profits instead of giving them to OTAs

– Update your website
– Make your website mobile friendly
– Create effective social media marketing campaigns
– Build customer loyalty & customer experience
– Reassure your customers
– Make the booking process easy

We have had experience working with several different hotels at mooch: both independent and part of a chain. What’s more, we’ve helped every single one of them achieve more direct bookings as a result, and helped them beat the OTAs! Get in touch to see how mooch can benefit your hotel.