Boosting sales volume during the holiday season is mission critical for any retailer, the team behind CampSaver.com decided to run a “12 Days of Deals” campaign that would entice customers with a new sales item every day for 12 days. The team faced two critical challenges in executing this campaign. First, they were struggling with inbox placement at certain key mailbox providers, and many of their emails were being sent to spam. Second, every retailer knows it’s difficult to grab their customers’ attention during this busy time of year, due to the abundance of holiday emails that every brand sends—so they needed to build an element of excitement and anticipation into their campaign.
In the months leading up to this campaign, CampSaver used Return Path from Validity’s suite of deliverability tools to improve their sender reputation and ultimately their inbox placement rate. When the time came to launch their holiday campaign, they were confident that they could send to their full subscriber list without risk of excessive spam placement.
Because they would be sending an email every day for nearly two weeks, inbox fatigue was a concern they needed to address. To build a sense of anticipation, they made sure the headline of each email carried the “12 Days of Deals” series theme and explicitly stated the deal for that day (i.e., “Day 6: Osprey Trillium 30 Liter Duffel”). They also made sure the email preheader included this important information, so readers would recognize the email series and be enticed to open the message. They kept the email design clean and simple, to make it easy for their customers to quickly view the day’s offer—as well as sale items from previous days, if they were still in stock.
“Return Path played an integral role in helping us make this campaign a success.”
The “12 Days of Deals” holiday campaign was a big success for CampSaver.com. Each of the 12 emails saw higher engagement than their overall program average, with outstanding open and click-through rates. The campaign helped the company reach its sales goals for the season, selling out of seven of the 12 featured products.