Winning the Email Hero Award for Best Winback Campaign, this week we’re featuring CampSaver!
Winback campaigns are a perfect opportunity to remind inactive subscribers the benefits of an email program and hopefully re-engage subscribers. CampSaver sent their inactive subscribers a discounted offer, highlighting the top brands they sell along with individual CTAs for the top categories they sell, allowing these subscribers an easy way to take advantage of the discount with the brand or items that matter most to them.
To understand what went into this award-winning campaign, we interviewed Katherine Pachowicz, Junior Specialist, Promotions at CampSaver.
The goal of this email was to re-engage email subscribers who had not made a purchase within the last year. We offered these customers 20 percent off orders of $50 or more and featured our top categories and best-selling brands.
This email was sliced almost entirely as images which could have caused a lower inbox placement rate. Since we started working with Return Path we have been incorporating more html text into emails to increase our deliverability.
This email performed very well. It had a 14 percent open rate while other winback emails we send tend to have around an 11 open rate. The subject line mentioned there was a 20 percent off coupon inside to increase the subscribers interest in the email. The click through rate of this email was 4 percent where similar winback emails have a click through rate around 1.6 percent. We believe the minimalistic design helped to quickly catch the subscribers attention and direct them to the website. The conversion rate was also higher than average at 6 percent. Typically, coupons are offered on our Outlet items and exclude full priced merchandise. We were able to increase the conversion rate by offering a coupon for products which are rarely discounted.
Return Path’s biggest impact on our email program was helping us improve our rate limits—the proper way of communication with our biggest mailbox providers.