Razer

Founded in 2005 and headquartered jointly in Irvine, CA, and Singapore, Razer is the world’s leading lifestyle brand for gamers. With a fan base that spans every continent around the globe, the company has designed and built the world’s largest gamer-focused ecosystem of hardware, software, and services. Email is a critical channel for this worldwide brand, as it allows them to reach their audience wherever they are and deliver compelling, targeted messages to drive sales and create deeper customer relationships.

CHALLENGE

In the final days before Christmas, Razer sent an email campaign to wish its subscribers happy holidays and thank them for their loyalty throughout the year. The email included several offers for they hoped would tempt last-minute shoppers into purchasing Razer products. With the inevitable crush of holiday hitting every subscriber’s inbox, their biggest challenge was to make sure this message was eye-catching enough to stand out from the crowd and compelling enough to entice subscribers to open it.

SOLUTION

The team at Razer knew their first task was to ensure the message reached the inbox—otherwise it could never be seen and opened. Using the Return Path by Validity suite of email deliverability tools, they were able to increase inbox placement and keep their message out of the spam folder. Next, they tackled the task of creating an attention-grabbing subject line that would increase visibility in the inbox. With the help of Subject Line Optimizer, they were able to compare commonly used subject lines from similar campaigns, to craft a subject line that would drive the best possible open rate.

“We needed the support of Return Path’s tools to increase inbox placement, as well as to optimize the subject line and preheader.”

Shannon Chua
Digital Marketing Specialist

The team had worked hard on their Christmas-themed email creative—including a colorful moving GIF—so their final task was to ensure it would render beautifully on any platform or device. Using the Inbox Preview tool, they conducted multiple tests to preview the design in various email clients, and made several tweaks to ensure that every subscriber would get the full impact of their gorgeous and festive campaign.

RESULTS

While the main purpose of this campaign was simply to spread holiday cheer to loyal subscribers, its performance vastly exceeded expectations. Compared to previous years’ Christmas emails, this campaign saw a substantial improvement in open and click-through rate, indicating that their efforts to grab their customers’ attention paid off. In addition, the campaign generated a threefold increase in conversions YoY—making for a very happy holiday, indeed.