E-Mails Bring Swift Online Sales of Armstrong Cycling Jersey

Share this content:
An e-mail campaign promoting a commemorative jersey from the U.S. Postal Service's Pro Cycling Team was a success for Bicycle Garage Indy, a bicycle and related-gear retailer with two Indianapolis locations and a Web site (www.bgindy.com).


In July, one day before Lance Armstrong won his sixth consecutive Tour de France, BGI owner Randy Clark noticed that the USPS team was wearing a new Nike/Trek commemorative jersey.


Clark immediately called Trek Bicycle Corp., the shirt's manufacturer, and learned that the company created a limited run of merchandise to celebrate Armstrong's six consecutive victories. BGI placed a large order for the merchandise and was among the first companies to receive it, in about two weeks.


Using an e-mail marketing system from ExactTarget, Indianapolis, Clark sent a notice to his 13,000-count in-house e-mail database. It promoted the exclusive shirts and a chance to preorder the merchandise and secure the shirts on a first-come, first-served basis before they reached the company's shelves. Clark said nearly 1,000 customers opened the e-mail and clicked onto the BGI site.


BGI had used the Internet to advertise in the past, but this was its first true effort at selling merchandise online, and "the payoff was great," said Clark, who generated $10,000 in sales. This surpassed the $7,000 in online sales his company took in during the entire first six months of 2004.


"We were pleased with the rate the e-mail was viewed and the click-through rate, but we were especially delighted with the volume of orders," he said. "The e-mail campaign also limited our risk because, with the preorders, we knew exactly how much inventory to order."


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here