In my last post, I quoted a couple of sources that discussed how much email campaigns have grown during the holiday season due to our economic conditions. So, last year, the time during which marketers sent out campaigns stretched from Labor Day through year-end. And this earlier start definitely had a positive effect on sales and revenues for those who started earlier in the season.
Today, Marketing Sherpa (in their usual wisdom) reports on a specific case where a non-profit organization related to Children’s Health, HealthConnectOne, took their Holiday campaign to a new level by adding a series of email campaigns to their normal direct mail campaign. In fact, their donation rate increased by 50% over the year before where no email was used.
I love this article because it not only outlines their thinking behind using this approach, they share all of their results and tactics (down to the creative) so that others can learn from it. If you are thinking of using email with direct mail for your holiday campaigns, I highly recommend you read this case study to help direct your efforts.
Here are some of the results from the article:
Average performance across the campaign’s four emails:
o Open: 21.6%
o CTR: 5.2%
Performance of each email:
Email sent Dec. 2
o Subject line: “Have you ever been a baby?”
o Open rate: 26.1%
o CTR: 6.7%
Email sent Dec. 15
o Subject line: “143,000 Babies”
o Open rate: 23.8%
o CTR: 4.7%
Email sent Dec. 23
o Subject line: “Make a HealthConnect One Holiday Gift”
o Open rate: 17.3%
o CTR: 3.4%
Email sent Dec. 31
o Subject line: “Happy New Year”
o Open rate: 19.3%
o CTR: 6.1%
Pretty stellar results! Enjoy reading this — and let’s bring those holidays on!
Filed under: B2B email Best Practices, B2C Best Practices, email testing, Uncategorized Tagged: | integrated channel marketing
