Click to Enlarge
Click to Enlarge
Click to Enlarge
|
Best Promotional Blast - Direct Sale or Lead Gen Offer:
Silver Consumer (tie)
Logos Bible Software Xmas Special
Brand/Client Side Team:
Dan Pritchett, Daniel Foster, Sean Fields
MarketingSherpa Summary - Why They Won:
This campaign, which sold a phenomenal amount of product, proves that you can achieve
your best email results of the year during holiday season, despite increased inbox clutter.
How? Make your special offer truly, believably, sincerely special. Plus, great copywriting
can't hurt.
From Their Nomination Form:
The goal of our Christmas special was to give our customers a once in a lifetime
opportunity to add a massive collection of books to their digital libraries at a huge
discount. We wanted to find a way to take the "long tail" backlist titles which were not
performing well by themselves, and combine them into one amazing product at an
incredible price. At the same time, we wanted to make sure we were not cannibalizing
future sales of our bread and butter titles by letting people pick and choose just the few
titles they wanted at the deep discount. In order to make this special a true once in a
lifetime offer, we promised our users that we would actually bring all remaining
inventory up to our main offices and have a "smash the CDs" party. Once this offer
expired, you could never get this product again at any price - ever. This was truly a once
in a lifetime opportunity.
It is special because about 33% of all the sales came from a simple, personal, plain text
email that did not even say what the product was. It is special because the product we
offered was created just for this email blast and was destroyed on purpose after the
special expired. It is special because we offered four options to choose from, but pushed
the most expensive one as much as possible, and achieved a 99.6% buy-in on the most
expensive title. It is special because this one offer generated about 8% of our total annual
product sales. It is special because we promoted a $379.95 price point when our average
order when things aren't on sale is less than $100. It is special because we told them it
wasn't for everyone. We said certain people should actually not buy and they did. It is
special because more customers took advantage of this offer than any other email offer
we have ever had. Sorry, the judges promised this winner that we would keep their results
private. However, be assured that we have seen all the data - and were thoroughly
impressed!
|
