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Creating value creates engagement

  • 5 years ago

March 2012 | This was a highly successful campaign for Grand Prix Legends. By using MessageFocus Conversion Tracking , they were able to see that this email was directly responsible for £4781.65 worth of sales. They also had an impressive return on investment as every £1 spent made £60. This shows how truly powerful email can be for generating direct sales.

Company name: Grand Prix Legends
Designed and developed by: Daryl Vodden
Website: grandprixlegends.com

Campaign details

Subject line: Further reductions, and extra 10% off and free UK shipping

Open: 36% (of attempted)
Click: 4.5% (of attempted)

Context

With the upcoming Grand Prix season up and coming Grand Prix Legends knew that fans would be wanting to get their supporter gear up-to-date and a sale would encourage this. This email was sent to their newsletter list which consists of customers or potential customers who have both opted-in to receive email communications.

Objectives

  • Promote the sale
  • Increase email engagement
  • Increase conversion from email to basket

What makes this a performing campaign?

In order to increase engagement with their email audience, Grand Prix Legends offered a further 10% discount on the existing sale with a code only accessible via the email. This incentive is what makes this month’s winner a performing campaign. The email value proposition is an important part of an email communications plan. Marketers should think about what value they are providing over email e.g. why should you subscribe and stay subscribed to receive emails as opposed to other channels? If the value proposition is clear and subscribers can see the benefit, they will be a lot more engaged.

This is also a good example of how a large header image can work. 55% of clickers, clicked through using the header image as opposed to the 13% that clicked on the rich text link underneath it. This means they have not only opened the email but also downloaded the images in order to click the image. This again, shows the highly engaged nature of the audience. This is an excellent example of how the subject line and header image have worked together as a team to engage the audience to firstly encourage them to open the email, and then to click through.

Everybody loves a sale

Many discount and sale emails make the mistake of just using the above technique with the offer on display in the subject line and then a large image repeating the sale facts – but no products to tempt the recipient. The incentive of a sale is sometimes not enough to tempt a recipient to click through. Some need to be tempted by seeing what they can get in the sale. In this email Grand Prix Legends have put the sale products in the email accompanied by a “Was”, “Then” and “Now” price to tempt the recipient even further.

The results

This was a highly successful campaign for Grand Prix Legends. By using MessageFocus Conversion Tracking , they were able to see that this email was directly responsible for £4781.65 worth of sales. They also had an impressive return on investment as every £1 spent made £60. This shows how truly powerful email can be for generating direct sales.

Want to know more?

For more information on how we can help you create performing campaigns contact us today.

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