Silvan - Email campaign for Silvan Forum
The purpose of this campaign for Danish DIY retailer SILVAN was to increase the number of users on the SILVAN Forum while activating existing users. We developed a soapbox-car competition to raise user knowledge and level of activity as well as to motivate SILVAN Forum users - who are 'active leads' to increase their purchases in SILVAN's stores.
The overall campaign included an e-mail campaign, banners on silvan.dk, brochure ads designed for generating online traffic and POS in all SILVAN stores.
The campaign had a secondary goal: To collect behaviourally segmented information that would give SILVAN a clearer view of consumer behaviour among their customers. We measured by clicks, click through rate, and more.
Landing page/competition siteWe developed and designed a user-friendly landing page, which allowed users to effortlessly decode the rules and requirements for participating in the competition - as well as the prizes. The landing page contained USP's showcasing the benefits of signing up for the newsletter. In addition, the site contained a Q&A box, which gave users quick and easy access to more information about the Forum. Conversion: 24,9% |
EmailsWe developed a mail flow consisting of five e-mails:
The reminder mail is an important and cost-effective tool to collect users who fail to respond to the initial e-mail communication. All mails were designed for optimal user friendliness with "Did you know..." boxes, highlights/news from the Forum, benefits and opportunities when using the SILVAN E-shop and Forum, a competition with a clearly marked call to action button, etc. Each of the five e-mails generated an impressive click through. Click Through Rate: 49,6%Result: We increased SILVAN's number of users by 50% |
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