Recently I ran an email campaign for Akubra Hats, launching a new part of their website that was specifically targeted to an online audience. They do not send email campaigns regularly; this was the first contact point for many of the people we mailed to.
I created the email (see below) in a similar style to those that we send at work. Nice and simple, with just enough styling to be “on brand”.
We ended up with a list of 927 contacts. The email was sent at 11am on a Thursday - results are as follows:
- 331 opens (37%)
- 54 unique clicks (16%)
- 28 Conversions (51%)
- 18 of these were on the target website (ie our goal). The balance were either email replies or phone calls.
I also added Google Analytics to the subdomain the email was pointing to. I was very disappointed that my goal had an error, and didn’t capture the first day of responses. All fixed now though 
Feedback indicates that although these people had not necessarily been contacted before, the email was a good reminder, and jogged the memory of recipents. There were quite a few enquiries from people who received it that were unrelated to the message.
While we did not use it in the end, I looked into using SugarCRM as an email platform. I sent a few test emails with dynamically generated content (names & email addresses), and it all seems to work. It has opt-out functionality as standard, and it reports on all the usual stats. I actually have it installed on the same server as this blog (the community edition). We would have used it for mailout, but I ended up getting access to our platform at work, which I know inside out and have used plenty of times before. The only shortcoming I saw was the lack of general report functionality - you need to pay to get that.
Hopefully I will get the opportunity to run further campaigns for Akubra - that will depend on how well the prospects from this one turn out.
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