CHALLENGE: 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 pre-sales.
MARKETING SOLUTION: Using a fresh email approach build interest in the new redesigned website as well as in his new CD, Coffey Anderson.
EXECUTION: An email was launched timed to the pre-release of the CD which included direct response copy, graphics and video to enhance response. The email linked to music clips as well as new features of the website.
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. This provided pass along value to expand the email�s reach to family and friends.
RESULTS:
As a result of these efforts response exceeded expectations. There were 15,399 emails sent which created 621 total clicks from fans and a 300% increase in early CD sales.
