Email That Sings
What’s one way to fine-tune your email marketing-campaign and increase sales revenue? Heidi tells you about a music club campaign that used technology to turn on the music.
What’s one way to fine-tune your email marketing-campaign and increase sales revenue? Heidi tells you about a music club campaign that used technology to turn on the music.
What would you do to increase your email marketing campaign’s sales revenue by 17 percent?
BMG Entertainment, the global music division of Bertelsmann AG, is a large direct marketing music club with online and offline presence. In a recent email campaign, BMG significantly increased sales by using a relatively new technology from Mobular Technologies.
Just before Valentine’s Day (that’s February 14, for those of you who aren’t familiar with this flowers-, music-, and chocolate-giving holiday), BMG decided to promote its database of love songs to its customer base. It took tens of thousands of customer email addresses and split them into two groups of equal size. One group received a standard HTML mailing. The mailing featured links back to the BMG site where browsers could scan titles, search by artist, and more.
The other group got something a little different. It received an email message that contained a small green box. Clicking on the box called up what looks like a sort of email catalog (BMG’s home page depicts what users saw within their email clients). From within the email message, recipients could search BMG’s selection of love songs, browse certain artists, and even sample some of the songs. Plus, to really put recipients in the mood, clicking on the green box caused Elton John’s “Can You Feel the Love Tonight” to stream through their speakers.
That message was made possible by Mobular Engine from Mobular Technologies. Working behind the scenes, the engine first went out and spidered the BMG site, capturing information from the music database, such as title, description, and price. Then, when the recipient opened the Mobular email, the information was cached locally and searches could be conducted via the recipient’s machine rather than over the network.
Some interesting notes about this campaign:
OK, that’s it for this week, with the exception of one small note. If you’ve sent email to me during the past couple of weeks, it’s likely that it bounced back to you. After struggling with my now-former Internet service provider to get the issue under control, I’ve switched providers and have a new email address. Please send any correspondence to [email protected]. Thanks!