E-Mail Brings in Wave of New Visitors

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Killer Dana Surf Shop saw a huge response from a recently completed rich media e-mail marketing campaign designed to lure Internet users to a new promotion on the company's Web site, www.killerdana.com.

Killer Dana, Dana Point, CA, teamed with Quiksilver, a designer of active wear and accessories, to distribute e-mails to 7,000 members of Killer Dana's inhouse customer file. The e-mails asked the recipients to visit the surf shop's Web site and register for a contest to win a surfboard and a Quiksilver wet suit.

The campaign, which targeted a 7,000-member extract of Killer Dana's 60,000-name database, dropped Oct. 17 and continued for two weeks. The campaign targeted Killer Dana customers who fit the prototypical surfer demographic: active males age 18 to 35 who live near the Southern California coast.

Over the two-week period, the 7,000-piece rich media e-mail effort scored a 66 percent open rate and a 34 percent click-through rate, according to Killer Dana and Salesmation.com, the e-marketing provider that developed and implemented the campaign. The campaign led to a 37 percent increase in registrations, as well as a 136 percent hike in unique visitors, during the test period.

"I expected an increase in our Web site traffic from the campaign," said Steve Price, vice president of marketing at Killer Dana. "But I never anticipated an increase of over 130 percent as a result."

Killer Dana selected a rich media campaign because it felt that the dynamic visuals and soundtrack would better appeal to its audience. The company is deciding whether to conduct a similar campaign to a larger segment of its database.

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