NEW E-MAIL CREATIVE TRIPLES CLICK-THROUGH RATES & DOUBLES NET ORDERS. Email this Press Release   |  Back to Press Releases February, 2009 FOR IMMEDIATE RELEASE Contact: Anne Kottler, 508-871-1800 ext.1 NEW E-MAIL CREATIVE TRIPLES CLICK-THROUGH RATES & DOUBLES NET ORDERS. Sage Communications may have discovered the secret to vastly improved click-through rates and net subscription orders on e-mail acquisitions. A new e-blast for an automotive magazine client featured an animated GIF file which showed a Ford Mustang racing from 0-252 miles per hour at the Bonneville racing flats, embedded in the e-mail. This animated e-blast tripled the click-through rate, while doubling net orders. The small file size required by this specific animation method used ensured that the e-mail would bypass spam filters and arrive in the consumers’ inbox. In addition, the e-mail featured a 2-for-1 offer and used extensive personalization. The Marketing Director for the title says he wasn’t totally surprised by the success of the new e-mail creative, since Sage Communications had created the DM control package that is currently being mailed. “Sage Communications is familiar with our titles and knew exactly which levers to push. However, I didn’t expect that new creative alone would account for a tripling of our click-through rate while doubling our net paid orders. Sage proved once again that they know how to engage the consumer and increase net response, regardless of the marketing channel.” To get more e-mail names, Sage is encouraging clients to ask for an e-address on all touches with their readers, including insert cards, bills, renewals, and direct mail. They also recommend using online sweeps offers to generate more e-mail capture. Besides the use of GIF animation, Sage Communications is testing other interactive strategies to increase ad stickiness and reader engagement. For example, a new banner ad created for ESPN BASS teaches viewers how to build the same fishing lure used to win last year’s Bassmaster Classic tournament, while a new e-renewal for The Atlantic includes an animated banner ad embedded into the e-mail message. “More and more of our clients are asking for e-promotions,” says agency co-founder Josef Kottler, “and we are learning what works best with this new medium. It’s very satisfying to see such positive results with digital advertising, especially in today’s economic climate in which DM budgets are being squeezed.” ABOUT SAGE COMMUNICATIONS: Sage Communications (www.sagecommunications.com), headquartered in Westboro, MA, specializes in creating winning direct mail and digital promotions for the publishing industry. Current clients include: AMEX Publishing, Bonnier Corp., Conde Nast, Consumer Reports, Cook’s Illustrated, Dow Jones, ESPN, Hearst Magazines, McGraw Hill, National Geographic, Smithsonian, Source Interlink Media, and Transcontinental Media. Top of Page < Back to Press Releases © 2006. Sage Communications. All Rights Reserved.