Still A Reason to Talk
Feb 20 2008
How many of you have run or entered a contest online? I bet the majority of you as contests are still like crack out there to the general population. But how many of you have never heard from the brand after the contest has wrapped up? So many contests fail to use the YOU HAVE NOT WON email to it’s full transactional potential. Many brands we see let the winner know but have a hard time seeing how they can use this as a “award” touch point to those that did not win.
Timberland’s example illustrates this well by using the event to “award” a 20% off gift code on your next purchase. Now it is not that they could not have sent this type of email out on it’s own, but the fact that they closed down the campaign full circle and did not leave people out to dry or wondering if they ever made the announcement.
Think about this from a consumer perspective next time you run a promotion like this. Email is a great channel to keep delivering an incentive even when you aren’t the winner.
Published in Behavioral Marketing, Best Of Email, Best Practices, Brand Marketing, Conversion, E-Mail Marketing on Wednesday, February 20th, 2008
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