Win a trip to Chile
Virgin Wines
Sender: Internal
Subject Line: Win a trip to Chile - for you and 3 friends!
As more and more organisations begin to get serious about email marketing (and by “serious” I mean segmenting, getting ‘relevant’ and increasing ROI, not from sending some to sending a lot of email…) one of the big tasks that emarketers face is growing their lists. On average, customer databases are only 30-40% populated with email addresses. Increasing ROIs to exciting levels, calculating Lifetime Value and introducing credible eCRM strategies can only lead to one question… how do we go about getting more email addresses?
There are many tactics that can be used within a list development strategy, and two of these are employed in this excellent email. The first is a competition. Using a competition of a high value that is relevant to the customer is obvious, and the creative and copy of this email reinforces this. The second, that supports this email campaign, is a ‘forward to a friend’ mechanism.
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One thing to be wary of if you are considering such an approach, however, is the grey area of the EC Directive as to whether you can incentivise your customers who have opted-in to your mailings to forward your offer to prospects who have not…If you do, some would suggest you are encouraging your customers to send out unsolicited emails.
The rule here… always double check with your compliance officer or your lawyer!
Marks out of ten? 8/10, I especially like the fact that this email comes unencumbered by offers!
Analysis and images provided by Matthew Kelleher, Commercial Director at online behavioural marketing and analysis specialists, RedEye - www.redeye.com.
