McAfee is a worldwide supplier of best-of-breed antivirus and security software.
Riley Design Associates asked for Hart Creative Marketing's assistance in developing a complete eMail marketing campaign for McAfee. Their primary goal was to educate partners about a new Rewards Program in which constituents earned points towards retail merchandise based on their sales volume. However, McAfee also needed to collect information about its partners as a secondary aim.
From the ground up, our eMail campaign was designed to maximize conversion. We focused on a select group of McAfee partners and sent a personalized eMail to each constituent. In this eMail, we also chose to foreground the grand prize of the Rewards Program-a Samsung camcorder. We made sure to include a clickable photograph of this prize as one of three prominent call-to-actions in the eMail. Then, when constituents arrived at McAfee's landing page, they were presented with an attractive flash animation as well copy about the benefits of the McAfee MAX partnership. Also on this page was another photograph of the grand prize immediately above a brief survey that was partially pre-completed for each constituent.
In an industry where the average conversion rate is 40-60%, our Rewards Program campaign produced an astonishing 98%. Of the 552 McAfee recipients that clicked through to our landing page, an unbelievable 538 filled out the survey and entered to win the grand prize giveaway.
Hart Creative Marketing, Inc. - 4285 Wilson Lane - Concord CA 94521 - Telephone: 925.705.0372 - Fax: 925.887.6710
