Email Program Delivers Results Across Cultures and Around the World
Chinese New Year is celebrated by the Chinese community around the world. A traditional way of securing good luck for New Year is to give the gift of money to friends and family.
Western Union has historically connected with the Chinese community to make it easier for them to share the luck and love of this Celebration. In the past several years email programs have reached out to current and new Western Union customers with marginal success.
In 2009 Sharpe Partners made several significant changes to the email program:
- Subject Line personalization
- Direct messaging rather than in indirect or informational messaging
- The new creative utilized multiple calls-to-action for different behavioral groups, including strong visual cues (call-to-action buttons) now above the fold, blue hyperlinked email body copy (for more web-savvy consumers), and strong navigational components.
The results were cause for a New Year celebration
for everyone:
- 55% increase in Open Rates
- 60.3% increase in CTR
……….
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