Case Study: ModCloth
Campaign Goal: Engage to Subscribe
Content Needed: Blog Post
Traffic Source: Facebook organic traffic
Call to action: Sign up for ModCloth’s good news and great offers!
Here’s an example of a campaign with a different goal. In this case, the clothing company ModCloth wanted people who were already engaged with their content to subscribe to their email list.
The content needed for this campaign was pretty straightforward: it’s a blog post. When you go to the ModCloth blog, you’ll see many helpful blog articles like this one:
ModCloth leveraged this blog post to drive subscriptions.
Because ModCloth has a lot of engaged Facebook followers, they were able to use free organic Facebook traffic as their traffic source. (Remember, you don’t always have to pay for traffic.)
So we have content and a traffic source. Now, what’s the call to action?
Well, you’ll notice that while you’re browsing the blog you’ll be greeted with this popup:
Popups have been proven to be an effective tool for a Subscribe call to action.
Now you might not think of this as a campaign, but it totally is. It’s a specific call-to-action: Sign Up for ModCloth’s Good News & Great Offers! And anytime someone fills out this form, they move on to the next stage in the Customer Value Journey.
Often the best marketing campaigns are the simplest.
Case Study: Honest Company
Campaign Goal: Engaged to Subscribe to Convert
Content: Email Copy and Creative
Traffic Source: Google Adwords
Call to action: Exclusive Offer! 25% off your first order
Here’s an example of a campaign that moves people through two steps in the Value Journey: from Engage to Subscribe and then to Convert.
Let’s go through this campaign from the beginning. The traffic source here is Google Adwords targeting the keyword “buy organic diapers.”
Here you can see the AdWords ad:
Attention
When you click on that ad, you arrive on a landing page that asks you to subscribe.
Subscribe
Once you opt in, they’ll send you the following coupon in your email (about 24 hours later, assuming you didn’t already make a purchase):
Convert
I want you to pay close attention to that call to action: Exclusive Offer! 25% Off Your First Order. Notice that this discount only applies to your first order. That’s because the goal of this campaign isn’t to generate repeat purchases; it’s to get someone to make their very FIRST purchase. It’s a time-tested and effective tactic for turning someone into a new customer.