The results of a last-minute e-mail campaign earlier this month for client Sarabeth’s Kitchen just goes to show that send days and times are all relative. Especially when Oprah is involved.
When we learned that Sarabeth’s Legendary Spreadable Fruit was featured in the current issue of O, The Oprah Magazine as one of Oprah’s Top 10 All-Time Favorite Gifts, we knew we had an opportunity on our hands. Thus, we wasted no time putting together an e-mail deal to celebrate this special recognition. Along with the requisite quote from Oprah herself heralding the brand as “the only jams I have in my house,” the e-mail offered 10% off a Sarabeth’s order of $50 or more with coupon code “OPRAH08” at checkout. The e-mail was sent on a Tuesday – which also happened to be a federal holiday – at 6 p.m. The subject line read, “An Oprah All-Time Favorite Gift: Sarabeth’s.” Additionally, we created a sense of urgency by limiting the campaign to three days, ending at midnight that Friday.
The open rate was better than expected at just shy of 30%. Of those who opened the e-mail, almost 20% clicked through links that led to Sarabeth’s home and products pages. To put these percentages in perspective, the open and click-through rates are among the best results we’ve seen from a Sarabeth’s e-mail, and the number of total people who opened the e-mail is the highest from any of their campaigns.
All in all, we couldn’t have expected a better outcome from a spur-of-the-moment campaign – the success of which was undoubtedly driven by analyzing the results of Sarabeth’s past campaigns and, of course, the power of Oprah.
Latest Comments