One thing we love to help our clients with here at Andzen is growing their email lists – not just with meaningless numbers but with quality prospective customers. In December last year, our buddies at Vaper Empire (a super cool e-cigs brand) wanted to capitalise on the Christmas rush. They just weren’t sure how.
Luckily we were straight on the case.
Our solution was to build a ‘refer a friend’ style campaign, which we promoted via email and Facebook. The campaign offered customers a 30% discount code to use on any Vaper Empire products. In return they had to provide the email addresses of three friends or family members that might be interested in Vaper Empire’s offering.
Being so close to the end of the year, we went for a “New Year’s resolution” angle, encouraging participants to refer people who they knew wanted to quit smoking in 2015. The people they referred would even receive a 10% discount code to help them get started.
The best thing about this campaign was that the distribution of discount codes was completely automated.
On submission of their friends’ details, the customer was instantly emailed their 30% discount code.
At the same time, their three friends were emailed their 10% promo codes, with the subject line personalised, e.g. “John Smith wants you to have a healthy 2015!”. These recipients were then encouraged to join the Vaper Empire mailing list so they could continue receiving great deals like this in the future.
All the data was captured, stored and segmented within the Sign-Up.to platform, ready for remarketing and follow-up communications post-campaign.
The campaign achieved fantastic results, not just in terms of list growth but also product sales.
As a direct result of the campaign, we were able to grow Vaper Empire’s email database by more than 10%. The conversion rate of the referral landing page was an impressive 19%.
Just over half of all discount codes despatched were redeemed, with an average order value of $132 – an increase of $20 from the annual average order value.
Author: Simon Byrne