Case Study: Icebreaker Breaks Records With Holiday Email Campaign
Email 9: Last Minute. This email informed subscribers there were only five days left before Christmas, and the window to order online and have the item shipped before the holiday was closing.
Other emails highlighted Black Friday deals (offering 30 percent off all black items sold online), special collections and Boxing Day, among other things.
Clickthrough rates for the unique emails ranged from 1.14 percent (for the "Last Minute" email) to 8.99 percent (for the "It's Hot" email).
Icebreaker reached its goals, according to the whitepaper. The company increased its direct sales; its total holiday online sales increased over 2008's holiday online sales; it successfully promoted and raised awareness of its brand in the U.S.; and it saw massive residual brand impact, according to the whitepaper.