Email and Web One-Two Punch: How online direct response strategy triples CD sales for singer-songwriter

Marketing Challenge

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Coffey Anderson is a singer, songwriter and musician with an upcoming album. He wanted to get the news to his fans but his fan email list was almost 2 years old.
Furthermore, Coffey’s fans were not used to having much email contact from Coffey. There was a need to build interest in the site and to generate CD presales.
That’s why Coffey turned to Creative Direct Marketing Group to generate buzz for a new website and pre-sell CDs before the official launch.

Creative Solution

After evaluating Coffey’s current situation, CDMG determined that creating a fresh email approach would reactivate an old list and build interest in a new redesigned website—which ultimately would result in pre-sales of his new CD, Coffey Anderson.

We accomplished this using 4 key strategies

1. An email was launched timed to the prerelease of the CD, which included direct response copy, graphics and video to enhance response. . .
2. The email linked to music clips as well as to the new benefits of the website. . .
3. The email also included intrinsic value with links to digital samples of music from the new CD, clips from Coffey’s newest
video and a free download to a new track. . .
4. This provided pass-along value to expand the email’s reach to family, friends and others.
The website incorporated an edgy artistic look without sacrificing essential direct response design principles. This included a strong call-to-action to pre-buy Coffey’s new CD before its official release date.
So what were the results?

Response-Boosting Results

As a result of these efforts response exceeded expectations by having over 621 total clicks from fans and a 300% increase in early
CD sales. Always consider the audience especially if they are loyal customers, or in Coffey’s case, loyal fans. Provide value and exclusive opportunities that will keep customers coming back. And even with an upscale modern design, never abandon essential direct response
principles.

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