A company known for its many cleaning and bleach products uses email to celebrate the start of a new season.
Mailer Name: The Clorox Co.
Date Emailed: March 16, 2017
The Clorox Company, based in Oakland, California, manufactures a wide variety of items besides its namesake cleaning products. Brands under the corporate umbrella include Burt’s Bees, Brita, Glad, and Hidden Valley.
This effort begins the company’s “Springvent” promotion. It’s a multichannel effort directed at customers who have opted in to the company’s email. “Celebrate the Season of Clean with tips & savings” reads its subject line.
The top image in the HTML shows a woman cleaning a window. “’Tis the season of clean,” the headline declares. The copy below mentions “tips, tricks, and giveaways” over the next 30 days. Presumably, all of the content helps the customer take advantage of the seasonal change.
Unlike a drip campaign, however, the email wants the customer to visit the Clorox site every day to access this content. A link with an arrow urges them to “Check it out.”
The link clicks through to a landing page showing the Springvent calendar. And as an Advent calendar contains flaps that reveal a Christmas season image when opened, this calendar does something similar.
As a new image fills a day on the calendar, its content is unlocked on the website. Customer who click on the new calendar square (or older ones) can access articles, inspirational quotes, and Spotify playlists. The ever-changing lineup of experts and topics gets customers to return every day to see what’s been added.
Besides content, spring cleaning enthusiasts have other reasons to engage with Clorox. They can enter a sweepstakes for a variety of prizes. Customers may also lg in to their account for free product coupons from the company.
Give customers reasons to come back to your website every day, whether it’s content, discounts, or some combination of both.