Overview:

Triumph has been in business for more than 125 years in tailoring female confidence. As a recognised world- leading maker of lingerie and shape wear, they provide lingerie for every personality.

At the beginning of December, they launched a 50% off sale on their website, in an attempt to increase online sales this festive season.

Objectives:

  • Increase brand awareness
  • Promote the festive season promotion
  • Increase traffic to the website
  • Increase online sales

Solution:

Digital Fire proposed a targeted data rental campaign via permission based email marketing, targeting Triumph’s target audience on Digital Fire’s consumer database.  The best option to achieve their objectives was to broadcast a 1 page HTML mailer with a ‘shop now’ button that will drive traffic to their website.

Digital Fire designed different mailers and Triumph decided to use the ‘festive season’ mailer, the design team included GIF images that looked like snow to give it an extra special feel. The main message was the 50% discount on their ecommerce site.

After the functional mailer was tested on different devices, browsers and mail clients, Digital Fire broadcasted on the 1st December 2016.

Digital Fire and Triumph decided to broadcast 2 mailers:

  1. Mail one was sent to individuals who previously interacted with Triumph, e.g. opened a previous mailer, clicked on it etc.
  2. Mail two was sent to new individuals who haven’t yet received an email from Triumph.

This campaign was sent to high LSM females, interested in online shopping, beauty & cosmetics, fashion, lifestyle etc.

Results:

Mail 1: Individuals who opened previous Triumph mailers:

Open Rate: 48.54%
Click Through Rate: 16.95%

 

Mail 2: New data

Open Rate: 22.49%
Click Through Rate: 7.82%

Both mailers did extremely well and all in all this email hits a home run on the following points: both in layout, subject line, data used and content department.

Compared to other methods of digital marketing, email marketing is still the one of the most effective for return on investment. According to an EConsultancy survey, 68% of companies rated email marketing’s ROI as good to excellent.

Artwork:

triumph_image-in-article