Using a fun, creative tool that is simple and easy to use and send, BMW's Mini division launched a highly successful email marketing campaign.
What they did was offer visitors to their site the ability of design their own Mini. Once you do that you can add a personal message that is shown as your self-designed Mini drives across the screen, and is left in its tire tracks. Then all you have to do is send the message to your friends or family.
The one receiving the email message has a link to the MiniUSA web site where the message can be read.
"We wanted to get people to share the site with their friends, and then get them to actually visit the site," said Michael Ferdman, owner and president of Firstborn, New York. "As opposed to putting the message in the email, in which they may go to the site, or they may not."
This is a great example of pull marketing to me. People don't feel the push of a marketer, but the pull of a friend who's created them a message that can only be read by clicking on the link.
That and the fact that the original email message is sent by someone they trust, ensures that the open rate will be higher than normal. This is a great lesson in how to do it right. It also shows that email marketing is far from dead.
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