BINDL BOND: AN EMAIL CASE STUDY
We love a cheeky marketing campaign and even more so when it proves to be effective! ✨ Today let's talk about April Fools at Bindl!
We know April Fools' Day can be a frustrating day for consumers, full of pranks about companies shutting down or selling wild, off-brand products, but we just couldn't pass up the chance to have a little fun, and we're glad we did!
The Idea: We'd like to introduce you to Bindl Bond, the dating app for the aesthetically minded—an app that never actually existed. With specific requirements about uploading photos of your living space and prompts about your personal style, this uncommon approach to finding your perfect match aligned perfectly with Bindl’s ethos of living aesthetically.
The Response: Surprisingly positive with many customers finding themselves genuinely disappointing to discover this app wasn't real. Don’t worry though, to counter their woes we offered them each a complimentary coupon as our way of apology. One customer must have been so upset it wasn't a real app that they even unsubscribed from our email list, but we'll gladly take that reaction in exchange for the overall results. 😂
The Results: What we saw in the aftermath of shipping the email out made us wish April Fools’ Day was a monthly occurrence. In the course of just 24 hours, we experienced an overwhelming 69.9% email open rate, a ~33% spike in traffic to the website, and more orders in a single day via web than any previous email campaign managed to conjure up since opening our doors.
Why It Was Effective: We've boiled down the effectiveness of this unique campaign to a number of contributing factors.
Timing - It's tough to break through the April Fools clutter, so we made the decision to send our email first thing in the morning before our customers could even realize what day it was.
Subject Line - The intriguing headline informing customers that Bindl was developing a dating app was big enough news to pique their interest and get them to open the email, which in turn steered people to the website.
The Right Idea - With such an emphasis on aesthetics at Bindl and the ever-growing culture of dating apps, this idea was just realistic enough to grab customer attention and get them to continue on to the next step, which was a button to learn more.
The Call-To-Action - Once fully hooked and convinced by this new concept, our CTA prompted individuals to ‘Find Your Match’ at which point they were redirected to our site that was immediately booby-trapped with a pop-up letting them in on the joke.
The Kicker - If you were a customer that made it as far as the website, you were then prompted to give us our pranking kudos by ordering a product on the spot. Thankfully, we have some awesomely fun and honest customers who put their orders in right away.
We appreciate everyone who supported us regardless of the trickery and fun we got up to and are already plotting our moves for next year so stay on your toes!