Adventures in Mobile Marketing

Learning From Success

I know I’m rather negativee in this blog, and tend to harp on problems in emails I get. In reality it’s easier for me to learn from mistakes than successes. But I’ve been wanting to write about an email campaign success story, and how we think it became a success.

Unfortunately, for competitive reasons I can’t write about the minute details of the campaign or reproduce it here, but I can talk generally about it- and in reality that is more applicable to companies in how they’d apply it to their own goals.

In summary, we sent out a monthly campaign that had no offer in it, and it netted more revenue than three other offer-centered campaigns. It had the same list size, same creative resources, same level of skill (team-wise) as the offer-focused emails. What as the difference? We tapped into the core of our audience’s engagement with our company, and highlighted user-generated content, and in that way our conversation was more meaningful, resulting in more opens, more clicks, more visits to our site and more purchases. The message was simple, well-executed, above-the-fold, and direct.

My colleague used to work in Customer Service, so it was easy for him to craft a message that spoke to the customer base, as he had hands-on experience talking to them every day! His email went out each month, and on the third month, the one that got us *tons* of clicks and opens, he asked for user submissions. So user-generated content was one of the many factors that we attribute to why this email created such a stir.

This segues, for me at least, into how essential it is to engage the customer, and use email as a highlighter of sorts, to focus and complement the user base. We speak from the pulpit all the time, but once in a while, hand it over to the users.

Another factor is that by highlighting the nature of the company, and how it engages with the customer, we impressed upon the audience how meaningful the relationship was, which spurred activity and purchases on the site. Offer-based emails and direct calls to purchase work with some segments, but other segments respond to deeper connections. I don’t think marketers- at least the emails I see in my inbox- address enough this larger, sleeping giant of a segment.

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Written on Saturday, 24. May 2008 at 11:48 In the category campaigns, metrics, segmentation, social networks. Follow the comments via RSS here: RSS-Feed. Share on FriendFeed

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  1. [...] A huge issue with both of these newsletters is that their businesses revolve around social networking and user-generated content, but I am pushed to find any evidence of user-submitted conent in their newsletters. Except for the poem, in the GoodReads, and otherwise they passed up a lot of opportunities to use user-submitted photos, reviews, and writing. As I’ve seen before, these can be powerful messages to the audience: “Learning From Success.” [...]

    Pingback: Adventures in Email Marketing » Comparison of Two Newsletters: GoodReads & Moo | – 31. July 2008 @ 2:34 pm

  2. Anna -
    Came across your post on MarketingProfs about Email & Social Media. Examples from our own work are so valuable to the rest of the community. Thank you so much for sharing yours.

    Our foray into user-generated content is an annual photo contest. We get huge response but what we haven’t done well to date is follow up that momentum to continue to build relationships. That’s one of my “things to do” this year.

    About your campaign — you say there was no offer in it but it generated a lot of online purchases. I’m curious what path folks followed from the email to the store.

    Comment: Kim E. – 27. August 2008 @ 3:18 pm

  3. Great post. Can I get an RSS feed? More please.

    Comment: stevenbshaffer – 27. August 2008 @ 10:29 pm

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