In our last issue, Digital Impulse’s Andrew Kolidas and Chapin Bennett showed us how they overcame one of email marketing’s most persistent challenges: list-building. Through the tactical use of sweepstakes campaigns promoted via social media, Digital Impulse has helped clients successfully grow their subscriber lists—and increase their revenue.
One shining example of this strategy’s success is OOFOS footwear. “At this point we’ve run 5 or 6 campaigns for them, and we’ve grown their subscriber list from 18,000 to about 100,000 now,” Bennett says.
In addition to a sweepstakes entry, new subscribers also automatically receive a coupon. The idea is to incentivize shoppers even before a winner is announced, using email as a touch point to drive new business.
But email wasn’t always so central to OOFOS’s strategy.
“When they first approached us, they wanted to know how to move more product by using digital marketing,” Kolidas says. “But when we investigated how they handled email, we discovered they were sending out one email to their entire list. So our starting point was to create a system that allowed us to segment the list, and figure out how we could do more automation.”
“That comes back to our philosophy as a company,” Bennett says. “We’re often hired for one specific task, but the question we always ask is ‘what would we do if this was our company?’ A lot of times marketing automation can help solve a company’s operational issues. If we see opportunities like that, we’re going to tell them.”
Giving OOFOS their best advice worked—not only for the client, but for the relationship between client and agency. “It helped build a lot of trust,” Kolidas says. “When a client sees you’re making decisions in their interest, they’re willing to hear you out.”