retail

2018 Horizon Interactive Awards - Email - Promotion - SILVER

The Campaign

Email Promotion - Backpack Day
Lands' End

The Campaign

Email Promotion - Backpack Day
Key Solution Areas: 
Lands' End
Results: 
To get consumers excited about back-to-school, Lands’ End offered a spectacular promotion for Backpack Day. Shoppers were treated to a generous 50% discount off backpacks and lunch boxes as well as free shipping with no minimum purchase.

The email featured an animated gif (shown above) that highlighted a variety of backpack styles and colors to satisfy the fashion needs of any student. The email also encouraged subscribers to participate in the Love Learning Art Contest where parents could enter their child to win $1,000 cash – a great way for Lands’ End to get consumer-generated content and truly engage their audience. 

The Results

The Backpack Day email generated a 14% higher-than-average open rate, a 98% higher clickthrough rate (CTR) and a 74% higher click-to-open (CTO) rate. In addition, the email had a 33% higher-than-average ROI.

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Lands' End