Introduction

Sunglass Hut is an international retailer of sunglasses and sunglass accessories that forms part of the Italian-based Luxottica Group, the world’s largest eyewear company including brands such as Ray-Ban, Oakley, Prada, Versace and many more. Digital Fire assisted Sunglass Hut with a targeted acquisition campaign via permission based email marketing.

Campaign

Sunglass Hut’s objectives for the email campaign were to grow and profile their existing CRM database, increase brand awareness and drive sales. The email campaign was broadcasted by Digital Fire on behalf of the client. Their target audience included high LSM males and females (40/60) between the ages of 18-34 based in Johannesburg and Pretoria who are interested in fashion and luxury goods.

Design

Digital Fire designed the interactive viral promotional mailer which consisted of three parts.

  1. Promo Mailer: The promotional mailer had a strong call-to-action for individuals to “JOIN IN THE LOOP” and stand a chance to win 1 of 10 R1 000 Sunglass Hut Gift vouchers.
  1. Microsite: Individuals entered their details and profiled themselves on the microsite (questionnaire page). After submitting their information, they were directed to the Thank You page.
  1. Thank You Page: A viral element featured on the Thank You Page for individuals to recommend the campaign to friends and family.

The mailer was tested on different email accounts, devices and browsers using the subject line: John, we’re giving away 10 gift vouchers.

Results

The following results were generated during the campaign (calculated on the delivered / booked amount):

  • Open Rate: 27.39%
  • Interactive Response Rate (unique entries): 9.95%
  • Viral Response Rate: 11.49%
  • Click-through Rate: 12.50%

Email marketing has the ability to target the right audiences providing individuals with relevant content. As David Newman said: “Email has an ability many channels don’t’: creating valuable, personal touches – at scale.”