Guns N' Roses Merch

Holiday Email Marketing Campaign

Driving D2C Sales Through Email

Guns N’ Roses released limited edition NITL Tour Merchandise, a holiday sweater, and new general merchandise for Q4 2016. Fame House built an email marketing campaign to boost merch sales.

Results

  • The four-email campaign averaged an Open Rate of 32.4% and Unique Click Rate of 28.7%, both higher than any other GNR email previously deployed.
  • The timely offer for a holiday sweater drove the highest number of orders, with 60 purchases driven by email.
  • Including a Free Shipping discount drove the best performance: 62.2% Open Rate—almost 3x higher than any other send—and 39.3% CTR.

GNR - Subscriber Engagement

GNR Merch Sales

Keys to Success

  • Timing. This subscriber list hadn’t been messaged in over 3 months prior to our first send, and all four emails were sent strategically around the holidays (Cyber Monday, first week of December, and 10 days prior to Christmas).
  • Loyalty Discount. We tapped into past purchaser history and rewarded a group of subscribers (who previously purchased a limited edition item) with Free Shipping on their next order.
  • Accurate Tracking. Each image link or button included in each send was tagged with a separate UTM Code so that we could track the monetary success of each product within each mailer.

Work

Guns N’ Roses Merch

Guns N’ Roses Merch

Make America Rave Again

Make America Rave Again

Jeff Buckley’s Collection FH logoAward Winner

Jeff Buckley’s Collection

UMG: SXSW Brand Activations

UMG: SXSW Brand Activations

2016 Video Reel

2016 Video Reel

Phantogram

Phantogram