The Fake Holiday Email That Makes Marketing Magic
Even though I dwell on the mainland, the islands (as in the Caribbean) are in my blood, as my dear late grandmother grew up in Nevis. Naturally, that means I love reggae and Jimmy Cliff, so I wanted to have his iconic blue t-shirt with the yellow star from "The Harder They Come." But after a thorough internet scour, nothing turned up — so I made my own (see fourth slide below) with the help of CustomInk.
As one of CustomInk's customers, I now get its emails, including a recent smart campaign to connect an unofficial holiday (the birthday of the t-shirt!) with the custom t-shirt company. Of course, there are many companies that make t-shirts, but CustomInk decided to capitalize on the birthday idea, through email, video, Instagram, Twitter, Facebook and more. See the slideshow below to see the branding campaign that also surely resulted in a bunch of orders.
Ethan Boldt is the chief content officer of Direct Marketing IQ, the home of direct marketing research and Who's Mailing What!, where you can track competitors and see the best examples of email and direct mail creative.