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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 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.