August 2013 | A combination of the right message, at the right time, in the right format was a big win for Calendar Club UK
Company name: Calendar Club UK
Designed and developed by: Glenn McWhinney
Subject line: New Season: Save 20% on 2014 Calendars, Planners and more
Click: 42% of opened
What data was used?
A list of Calendar Club UK subscribers who purchased at the same time the previous year
Who was the campaign targeted at?
Recently active subscribers who’d previously purchased from Calendar Club UK
To tap their existing customer base and increase sales during the busy time just before “Back-to-School”
What makes this a performing campaign?
There are only a couple of big opportunities a year when everyone has calendar purchasing on their mind: the New Year and “Back-to-School.” Calendar Club UK knew that if they wanted to retain the annual business of their customers, they’d need to reach those contacts at just the right time, in the right way, and with a great offer.
They segmented their existing customer data, using MessageFocus filters, to target this campaign at anyone who’d purchased a calendar during this period in the past few years – approximately 25% of their total database. By syncing their ecommerce data with MessageFocus, they were able to target a group of subscribers likely to be interested in the message and responsive to the offer for another annual purchase.
Calendar Club UK also used MessageFocus reporting to determine the right format for their message. With over 35% of their contacts opening emails on a mobile device, sending their September offer out in an email with a responsive template was a must.
A combination of the right message, at the right time, in the right format was a big win for Calendar Club UK. They had a huge 27% open rate on this campaign, sold over 1000 calendars off the back of the email, and have put a date in their diary to run a similar campaign again next year.
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