Email, Facebook, & Reviving Your List

Spread it!

Email This

A multi-channel retailer offered everyone on their list an incentive to come shop – web, call center, or store. Buyers were given a discount, non-buyers were offered a little more. Even if you didn't buy, you could win something. You spun for free shipping or gift with purchase. If you didn't want anything you could even get a small gift if you paid for shipping & updated your preferences. There was also a grand prize winner. You had to tell them a little bit about yourself, and of course, all offers were e-mailed to you.

You were even given the option to share your incentive on Facebook. A 'free-shipping' turned into a 'free-shipping + gift' if you shared with your friends on Facebook. If one of your friends from Facebook were to purchase, they too were asked for information about their preferences.

The sequence of events that led to this were quite interesting. You got a direct mail piece at home or a phone call. They provided you with an access code with a timed incentive to respond. You went online – input your offer code & were e-mailed a confirmation link.

This confirmation link asked you to provide preferences – a few questions & a big thank you with a coupon you could redeem immediately. If you didn't open, click, or use the coupon you got a gentle reminder.

You were even encouraged to call their call center or visit one of their stores with your coupon. Their employees could help find you your perfect gift! Those who purchased items were encouraged to write about their purchases on the merchants Facebook page. If you posted it on Facebook, you were given another offer and the ability to share the offer with your friends.

Prior to doing this this merchant was averaging response rates of less than 5% open rates with a dismal click-through. They were also averaging three communiqués a week. With this coordinated cross channel blitz they reduced their offers to one a week and have enjoyed open rates of more than 25% with high conversion rates & even higher engagement.

The post purchase survey and subsequent messaging from the customer revealed that customers now felt like they were part of the club!