Digital Fire, the email marketing and digital media specialist based in Cape Town, has created and delivered a highly successful promo email marketing campaign for Spree, the e-commerce shopping site currently taking South Africa by storm.
"We are delighted with the results and ROI we generated for Spree with this promo email campaign which once again demonstrates the clear power of correctly managed and executed email marketing. Average banner response rates are 0.22% in SA and traditional marketing 0.1%. Here we generated 47%. The results speak for themselves," said Thomas Boyd, MD at Digital Fire.
Spree Objectives: For Spree to increase their current customer database with relevant consumer data and to drive traffic to their e-commerce website, increasing online sales.
Target market: Spree's target audience is fashion conscious high LSM female consumers in all the main cities nationwide.
Solution: Digital Fire and Spree created the concept of a promo email campaign - the chance to win a new pair of shoes every month for a year! The campaign also possessed profiling ability and viral pass on functionality; harnessing the power of friend-to-friend recommendation and consumer generated word-of-mouth.
Execution: Digital Fire marketed to 50,000 high LSM females from their carefully managed and profiled opt-in email databases.
Results: The mailer delivered an astonishing 47.6% open rate, with 5,435 people entering their details to the competition and signing up to the Spree competition. 3,419 individuals referred the campaign to a friend with an additional 8,671 new individuals receiving the campaign while not being on the original email database.
Nikki Ingwersen, sales director at Digital Fire, who project managed the campaign went on to say: "Spree were forward thinking and open to ideas, and they understand the power of email, we look forward to helping them drive further sales and profit through digital."
Email marketing as a medium done correctly allows communication to existing and potential consumers at the lowest cost and highest return on investment. It remains the best way to grow your customer base and drive sales on line. No other communication medium matches the response rate or drives as much clear value, proving that emails marketing should receive the proper emphasis in your digital strategy.
spree.co.za, part of Naspers' e-commerce division, is South Africa's first online shop to offer a "magazine-styled shopping experience." Items on Spree include ladies and men's apparel, décor and gifts, kids and babies' clothes, and beauty products, which have all been carefully selected by a team of experts from local designers and suppliers and international brands. Launched in April 2013, Spree inspires online shoppers through beautiful editorial-style lookboards, fashion stories and the Spree journal, making it a destination to visit to do more than just shop. The site also acts as a personal stylist, giving expert shopping advice through the "why buy" and "wear with" information available for each item. All of this is backed up by an easy-to-use, highly secure online shopping experience, quick delivery, and an unmatched 30-day free returns policy. For more information, visit spree.co.za.
Digital Fire is an email marketing and digital media specialist based in Cape Town. Digital Fire specializes in full service opt-in email marketing, email data rental, email database management and digital media consultancy. We provide cutting edge digital marketing and advertising solutions for our clients in the South African marketplace and internationally in the United Kingdom, Europe and the United States.
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