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The 12 Days of Christmas” email campaign sent by Alpine Ace Hardware of Aspen, Carbondale, Clifton and Redlands, CO was sent over 10,000 customers. This was one of the most successful promotions in the history of their stores. Take a look at the details below – you are not going to believe them!
Title of Promotion: 12 Days of Christmas
Promotion: 12 days of special deals exclusive to email subscribers
Type of Promotion: Click and print coupon/email marketing
Dates/Duration of Promotion: December 13-24, 2011 (12 days)
- this email was sent to 10,300 customers
- the email was opened by 2,230 customers (22%)
- the call-to-action page, “print coupon” was viewed 4,800 times
- which resulted 2,675 visits to their websites
- and the average number of pages per visit was 4 pages
- and, less than 5 customers per email (one to each of the four stores) unsubscribed.
From Alpine Ace Hardware, we can see that the most popular items were:
- Day 5: 50% off any one regular priced item under $30 – 586 coupons redeemed
- Day 1: $100 gift certificate for $50/$50 gift certificate for $25 – 188 coupons redeemed
- Day 2: Tool Sale – 75 coupons redeemed
- Day 12: 75% off all Christmas Items – 28 coupons redeemed
- Day 10: 10% off entire store and double reward points – 15 coupons redeemed
The least popular of the 12 days sale items were:
- Day 9: Chicago Cutlery 3 Pack for $9.99 ($6 discount) – 1 coupon redeemed
- Day 6: Grill Sale ($25 off any grill under $200, $50 off any between $200 and $400, $100 off any above $400) – 1 coupon redeemed
In all, 926 coupons were redeemed in the 12 day sale period.
What a fun and successful promotion for both Alpine Ace and the four stores involved. Hopefully their customers managed to snag some last minute gifts for others, as well as themselves.
