The Power of Call-to-Action

The objective was to promote website sales of one of the estate’s slow-moving products, direct to mailing list subscribers. Slingshot created the email message and disseminated it to the estate’s email database. While the ‘open’ rate (i.e. the percentage of emails opened by recipients) was not eye-popping, the conversion rate certainly was.

Half of the recipients clicked through to the e-commerce website, and of those, half placed orders. In other words, 25% of those who opened the email ended up placing an order. This number may have been higher if server issues hadn’t caused the website to go down for 45 minutes in the first hour after the email was distributed (needless to say, the hosting company refuses to entertain the possibility that their servers just couldn’t cope with the volume of traffic).

To read the sales message, click here. As always, the aim of our call-to-action campaigns is to utilise the platform to continue the process of building relationships with the customer base. Those in favour of the brassy flashing banners, wham-bam approach to retail may sneer at our methods, but they certainly can’t argue with the results.