Brief: To create an email targeted to the 200 attendees of the African Energy Forum 2023 to encourage them to subscribe to African Business magazine by offering them a 50% discounted subscription for their first year.
Creative Process: I created an engaging email that highlighted the benefits of subscription to African Business and offered them the exceedingly good deal of 50% off their first year to create a certain FOMO among recipients.
I combined persuasive and informative copy, and used different techniques to catch my readers’ eye, including bullet points and bold text. I finished the email with the call to action of reading some African Business articles that I knew would appeal most to their interests.
Success: The email enjoyed a 22.3% open rate, and a 0.98% conversion rate which resulted in 36 new digital subscribers to African Business and £97.34 in revenue, almost double the target of £50.00. The email’s open rate was a pleasing 37.2%.
The click-through rate from the email to the African Business website was 7.96 %, and the website enjoyed increased traffic over the following days.
