December 2014 | CaféPod and Genie Goals used a thank you email for their Friends competition to encourage sales of their limited edition line of coffee capsules.
Company name: CaféPod
Agency: Genie Goals – A specialist paid search, Shopping Campaigns and email marketing agency. Their clients include national and international retailers and e-commerce businesses.
Designed by: CaféPod
Developed by: Sadie Arnold
Adestra Campaign of the Year 2014 winner
Subject line: Thanks for entering + £5 coffee voucher!
Clicks of opens: 25%
Who was the campaign targeted at?
Existing subscribers who entered a competition.
- Drive competition entrants to purchase.
What makes this a performing campaign?
CaféPod was aware that one of the best times to engage new subscribers is right after they’ve signed up. With CaféPod’s creative flair and Genie Goals’ HTML wizardry, they created a thank you email sent automatically to all the entrants to their ‘Friends 20th Anniversary’ competition.
To drive extra sales CaféPod capitalized on the audience’s interest in the TV show Friends. They encouraged them to try the limited edition line of Friends Coffee Capsules. To incentivize the trial, the email included an exclusive £5 off voucher for this particular line.
The timing of the email, and its clear subject line attracted 52% of the competition entrants to open. With a clear message and an attractive offer, CaféPod and Genie Goals also managed to drive new contacts to purchase. To date, 67% of the total clicks in the email were on the ‘Claim now’ button, which achieved a 5.9% click-to-sale rate. The positive result is even more encouraging when considering that sales came from new users rather than existing customers.
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