Bicycle retailer Mango Bikes created a quirky email campaign designed to encourage existing customers to purchase new cycling-related products, with impressive results.
Because the bike-buying cycle is long compared to many other products in the retail sector, Mango Bikes wanted to focus its strategy on existing customers in order to boost revenue. But they also wanted their approach to reflect the brand’s quirky personality, love of design and passion for cycling.
Traditionally, companies use birthday emails to encourage customers to treat themselves to new products. Mango Bikes and toinfinity decided to take this further.
They illustrated Mango Bikes’ passion for cycling by personifying their products, and suggesting that bikes can have a ‘birthday’ and deserve treats too. To do this, they combined the power of data and email marketing into a fun and engaging campaign.
The subject line ‘Your Mango is 1 year old! Say Happy Birthday with 10% off’ was used to ignite the passion for cycling in the mind of the consumer, and offered a financial benefit as well.
Using words like ‘happy birthday’ helped the email stand out in the inbox, as the subscribers didn’t expect it (unless they purchased the bike for their own birthday).
The message of the campaign was transmitted through a bold and visually-appealing design, in a short and focused email. The style and visuals of the email represented the brand’s personality, and the impact of the message was amplified by the fact that it had two bold calls-to-action. They encouraged the customer to treat their bike to either accessories, or upgrades.
In order to maximise the impact of the message, Mango Bikes and toinfinity set this email as a recurring campaign in MessageFocus, so it was sent every day on all anniversaries of customers’ bike purchases.
The highly targeted nature of the email, strategic timing, and clear message made this email a success. The subject line attracted an impressive 56 per cent open-rate, well above industry standards. The focused nature of the message inside achieved a 22 per cent click-to-open rate. When compared to other non-segmented emails sent by Mango Bikes, this campaign was three times more engaging.
But the email didn’t just generate clicks to the website: it helped Mango Bikes boost revenue, as they achieved an incredible 2337 per cent ROI from it.