July 2011 | This campaign drove over 1000 customers to the Brammer website and caused many more to contact their branches by phone. It also increased their monthly sales considerably compared to other months.
Company name: Brammer
Designed and developed by: Artur Zielinski, Direct Marketing Executive
Subject line: Update your Wardrobe
Open: 23% (of attempted)
Click: 3.9% (of attempted)
These campaigns are sent to customers who have previously bought products from Brammer.
- Increase awareness of the Partners incentive program.
- Present the monthly special offers and drive sales.
What makes this a performing campaign?
The dynamics of this campaign and the combination of digital marketing channels used are what makes this month’s campaign our winner. This email campaign is part of the successful loyalty programme, Partners, and is evidence that high quality marketing need not always orientate around graphics & design. Instead Brammer incorporated some new features into their original B2B design, such as pre-filled login, Google Analytics, highly personalised content and website integration. As a result they have had over a 1000 (total list size 13857) customers visit their website from the email campaign series and many more contact their branches by phone. Their sales also increased as a direct result of the email campaign, but, more importantly customer retention and loyalty are sharply rising.
Did it work?
Historical purchase data was used to pull relevant content into the email and it was sent to previous buyers to attract them to similar or related products. When the recipient clicked through to their website, the whole experience was personalised. The website opened with a prefilled login so that the customer could easily access their Partner points and view exclusive special offers.
What about the subject line?
Brammer created a very attractive subject line by firstly pulling in the company name to get the recipients attention. Secondly they have also pulled in the recipient’s amount of points. This increases the chances of the recipient opening the email to see what they can purchase with their points.
Brammer have used a very simple email design to ensure that products stand out. The use of their brand colours blue and red on white also creates the correct contrast to ensure important information like account details are obvious.
This campaign drove over 1000 customers to the Brammer website and caused many more to contact their branches by phone. It also increased their monthly sales considerably compared to other months.
Want to know more?
For more information on how we can help you create performing campaigns contact us today.
Full email campaign