British luxury sheepskin footwear manufacturer Celtic & Co designed an email campaign with Adestra which played to the company’s specific brand personality. The company wanted to make the most of the Black Friday shopping event while still being true to their luxury brand personality.
The Strategy
By employing a simple subject line promoting Celtic & Co’s offer of free delivery, the company were able to increase their conversion rate, without overwhelming their customers with Christmassy deals and discounts. The campaign was carried out across Celtic & Co’s entire customer database.
The email created a sense of Christmas cheer and cosiness without being too centred on the holiday itself, after all, not everyone observes it as a holiday. The campaign was driven by a ‘free delivery’ offer for the weekend, in line with the general consumer expectations around Black Friday and Cyber Monday. Celtic & Co also implemented Conversion Tracking to assess the success of their strategy and optimize for next year.
Staying true to their brand values, the campaign used winter imagery and subtle Christmas decorations, as well as copy to create a cosy atmosphere and show their products in context. With words like ‘cool, crisp Christmas morning’, ‘snugly bear’, ‘cosy up in style’, ‘extra layer of warmth’ and ‘handcrafted footwear’, Celtic & Co talked about the benefits of their products and encouraged conversions without pushing for a sale. The email campaign demonstrated that heavy discounting is not always necessary to achieve great results during the holidays.
The Results
Simple and to the point, this campaign succeeded in its objective of attracting their subscribers’ attention and putting them in a wintery, cosy, Christmassy mood. 41 per cent of total clicks came from the ‘free delivery’ code image above the fold and the Conversion Tracking feature in MessageFocus reported a total of £27K conversion value.