This week’s featured Agile Email Marketing campaign is from Finish Line, and shows the power of pairing social media with a countdown clock to drum up excitement for a highly anticipated product launch. Vince PeGan from our Customer Success team worked with Finish Line on this campaign, and gave his perspective on what made this email stand out.
Brooke Burdge, Marketing Manager: What was Finish Line looking to accomplish with the Jordan Retro 8s campaign?
Vince PeGan, Customer Success: The Jordan Retro 8s have a huge following, and sneaker fans were extremely excited about the upcoming release. The team at Finish Line wanted to build buzz around the start of the sale, while also giving their customers answers to questions they might have about the shoe’s launch.
BB: How did this email achieve their goals?
VP: They accomplished their campaign goals in two main ways: First, Finish Line used our Countdown Clock app to embed a dynamic, ticking clock in the email that showed the hours, minutes, and seconds remaining until the Retro 8s would be available. Doing this added a sense of urgency and transparency around the time-sensitive promotion.
Second, they used our Tweets app to embed the @FinishLine Twitter handle and the company’s latest tweets directly into the email message. This allowed customers to easily see some of the latest questions and answers related to the Jordan Retro 8s. Showing real-time conversations about the shoe added a powerful element of social-proof. Sneaker fans were able to see the conversation happening live online, which gave them a more compelling reason to join in.
BB: What do you think is the big takeaway from this Agile Email Marketing campaign?
VP: It all comes down to the customer’s experience. Finish Line kept their customers in mind throughout each step of this campaign’s development. They understood how much their customers were anticipating the release of this shoe, and used live tweets to address customer inquiries by answering the most common questions ahead of time, and pushing those conversations into email. At the end of the day, by utilizing multiple Movable Ink apps, Finish Line was able to deliver a truly engaging experience to their customers.
To learn more about incorporating live content into emails, visit the Movable Ink Platform page.