Leisure Books, South Africa's largest and most well-known book club, has recently launched a wonderfully successful email marketing campaign
that has seen their member numbers as well as their sales grow significantly. With the help of email marketing specialist, Digital Fire, they were able to directly connect to a new, larger audience that will now share their love of literature as part of the Leisure Books community.
Leisure Books proudly offers its members a wide choice of the world's top authors and popular books at prices that are often up to 20% cheaper than the retail price. Their team of dedicated book buyers choose the best and most popular titles, including the latest bestsellers, reference, cookery, gardening, children's books and more. For this campaign, the book club marketed their pre-compiled bundle of the Fifty Shades of Grey
trilogy as part of a new member sign-up campaign. Needless to say, the response was fantastic with scores of people signing up to become part of this renowned book club and to share in the hype surrounding this book series.
Campaign objectives: To make people join their book club
Leisure Books is a constantly growing community of bookworms, thus their campaign objective was clear: to welcome new members to their club. This goal was certainly met and the results speak for themselves: 131 new members joined as a direct result of the campaign with 81% (103 out of 131) opting to go with the Fifty Shades
book range specifically.
One of the biggest strengths of email database marketing is that it is able to target specific groups
of people. This is without a doubt the reason for this particular campaign's success seeing that the books that were marketed are particularly enjoyed by a specific group of readers. Leisure Books chose to target females only, 25 years+, living in Johannesburg, Cape Town and Durban. By making use of Digital Fire's profiled database, Leisure Books was able to zoom in to a specific group of people who have opted-in to receive information on books. This means that any campaign can be tailored to suit the needs and interests of a specific group, making it more relevant and welcome to the subscribers who receive it.
The Fifty Shades of Grey
email campaign exceeded Leisure Books' expectations and its success prompted Leisure Books to express their happiness with the results:
"We have been delighted with the results so far (now on 131 new members!) and we'd like to do another campaign with you this quarter." - Chantelle Vorster, Digital Campaign Manager, Leisure Books