Customer Insight Group Loyalty Blog

Fresh Ideas for Building Profitable Customer Relationships
  • Hot Topics

    Hot Topics

Ebates Holiday Email Campaign Driving Awareness

Ebates, a leader of online cash back shopping, created a “Twas the Days Before Cyber Week” email campaign to preview Ebates’ upcoming promotions. The fun campaign creativity and timeliness of the upcoming Black Friday and Cyber Monday sales days led to an overwhelmingly successful email that kept Ebates’ front of mind with savvy-shopping members.

A series of emails and mobile pushes that spanned from Monday prior to Thanksgiving through Green Monday and into Days of Deals in December expanded on the traditional mass e-commerce days like Black Friday and Cyber Monday. Ebates created two new shopping days: Mobile Monday offering higher Cash Back through their mobile app and Luxury Sunday featuring special Cash Back offers from high-end retailers.
“We challenged ourselves to create new programs and to communicate with members in a more conversational, engaging tone. There’s no better channel to do that than email.” Derek Kazee, Ebates director of retention marketing explains.

Each promotion included a countdown timer giving members a live clock, updated each time a user opened the email, which indicated when a promotion began and ended. The program kicked off with a preview email with a clever rewrite of Twas the Night Before Christmas and a calendar highlighting the entire Cyber Days promotions. Derek elaborates, “The preview email was a different approach for us. It allowed our members to understand which promotions were coming their way so that they could mark their calendars and refer back to it if needed. We think it rose above the noise.”

The Results:
The Ebates Cyber Days Preview email was delivered to more than four million email subscribers. And yielded:
  • An open rate of 16.5%
  • A conversion rate of 10.3%

What tools will you use to reach your customers this holiday season?

Mary Shaw