Campaign of the Month

Webtogs celebrate Cyber Weekend success

Brand: Webtogs (part of the Internet Fusion Group)

Campaign creation by: Lee Newton, Rachel Cooke and Jamie Craw

Website: https://www.webtogs.com/

Campaign details

Subject line: 20% off everything

Opens: Click to open rate 14%

Context

The Internet Fusion Group are an actively expanding e-commerce business trading a large volume of outdoor gear and lifestyle products. They operate a number of specialist online brands including Webtogs, who trade the finest essentials for outdoor fashion and footwear. In addition to having a strong unique growth strategy, Internet Fusion seek to provide a hassle free, efficient service, creating a simple and sustainable shopping experience for all their customers.

What data was used?

The team built a segment according to customer engagement, to target those who had opened an email within the last 6 months.

Objectives

  • To differentiate against the mass of emails customers receive over Cyber Weekend
  • Offer a personalized experience for each customer
  • Contribute to the total of Webtogs sales over Cyber Weekend

What makes this a performing campaign?

The Webtogs campaign demonstrates a stupendous example of engaging content, combining a host of different elements to great effect and beating their standard campaign metrics.

Featuring at the head of the email is an animated GIF alongside a banner calling out competitive delivery and returns messaging over peak season as an added incentive for all subscribers. The Webtogs team added a countdown timer, inciting a sense of urgency on the limited time promotion. The hero creative (a large, clear button) highlights the promotional code available when shopping with the brand online, as well as CTAs linking through to bestselling category offers.

Category callouts towards the bottom of the campaign facilitate friction-free navigation. Webtogs also integrated with our partner Fresh Relevance to create a ‘smart block’ populating the email with the most carted items that were on markdown.

In conjunction with the standard, mobile-first, approach, a variety of key features were considered for this campaign ensuring an optimized communication would incite strong click-through and conversion rates. The team opted for early morning sends and strong subject lines in this competitive trading period.

The results

  • Email contributed 15% of total Webtogs sales on Cyber Monday 2018
  • Conversion rate of 5%
  • Revenue per email of £0.14

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