Email’s post mail-out effect

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For most of the commercial internet’s life, email has figured prominently as a major moneymaker for a lot of operators, both site owners and affiliates. Its use has continued despite the obstacles and bad reputation has been because it does make money.  Most of the time.

In a recent campaign using a third party list I observed something interesting. The mail-out was moderately successful in its first two days, generating a fair few hits and sales. What was novel was that the promotional code continued to be used over the course of the next two weeks, following a consistent sales and traffic curve over the course of the week. The traffic over this period took a sharp drop and roughly equalled the sales figures for volume. Over the post campaign period, almost everyone that visited the page, bought the product.

The creatives used in this campaign were all focused. They consistently communicated a single offer that was relevant to the list used, and from the creative to the single landing page and the cart, limited onsite leaks. While sales were limited to a small percentage of the people mailed, the value per customer was high.

The initial result, and the ongoing traffic and sales confirms that this campaign did deliver something of value to the customer. Like other good campaigns, this one was a success because it offered a targeted promotion that provides real value to the right customer.

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