5 December 2019 | 19 Comments
One of the perks of running your own company is that you can try little experiments on a whim to see how they work out. I’ve done this twice in the last few weeks, and I thought I’d share the results with you and get your thoughts.
Thanksgiving Week Promo Codes
A few weeks ago in our 2019 demographic survey (results and commentary here), I asked the following question: Which of our games do you not own (but really wish you did)? This question included the a note indicating, “If you answer this question and note your e-mail address below, we may contact you about this game in the future.”
I wasn’t exactly sure what I would do with that information, but last week I decided to extend a Thanksgiving offer to the people who shared their desired game with me. I sent a message to each segment (people who want Viticulture, people who want Scythe, etc) with a specific promo code for their desired game.
Out of the 400 people who indicated in-stock games and received promo codes, 21 of them used the promo codes to make a purchase. So, a 5% conversion rate–pretty low, but better than 0.
Is it worth doing in the future? I think so. I really like how targeted it is–I’m reaching out to people regarding something they’re specifically interested in. It isn’t something I’ll do every year, though, and I definitely wouldn’t do it at the same time and in the same way every year.
One small change I’ll make in the future is how the question is phrased. I prefer this: Which of our games do you most want to buy from Stonemaier Games (a game you don’t already own)?
What do you think of this method? Have you seen it implemented in other ways elsewhere?
Yesterday I was preparing our December e-newsletter, I added a short Stonemaier gift guide to the top. I wasn’t quite satisfied with it, though, so I decided to tweak it just for fun:
“In the spirit of giving, on Wednesday, Thursday, and Friday afternoon this week, I’m going to select a few webstore orders at random and add a special surprise to each of them. I’ll customize the surprise based on each of the orders. You’ll know if your order was selected when you (or the recipient of your order) receives the package next week!”
I sent the e-newsletter at 10:00 am, and I checked back at 4:30 to make my first few random selections and additions. At that point we had received 82 orders on the day, which is a lot higher than average.
The most fun part for me was looking at each of the selected customers’ ordering histories to see what special addition they might value. It took me back to what I loved about Kickstarter (and what I enjoy about direct sales and Facebook groups)–I can connect in a special way with each individual customer and see them as a person instead of a number.
I’ll definitely do this again in the future. When I do, I’ll emphasize that all orders placed in that timeframe are eligible for all random selections, meaning that orders placed on the first day will be eligible 3 times–it’s a nice nudge for customers to ask now instead of waiting until the last day.
How do you feel about this strategy?
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