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Case Study: How Icebreaker Drove Holiday Sales With Email

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Company: Icebreaker
Contact: Steve Gehlen, General Manager, Global eCommerce, Icebreaker
Location: Portland, Ore.
Industry: Apparel and Fashion
Annual revenue: Confidential
Number of employees: 200

Quick Read

New Zealand-based clothing brand Icebreaker partnered with its email-marketing agency, eROI, to successfully execute an 11-part email-marketing campaign promoting Iebreaker and ultimately driving 2009 holiday sales.

The campaign's goal was to encourage consumers to purchase Icebreaker clothing as holiday gifts for their friends and family. The primary market for the campaign was Icebreaker's US list of more than 25,000 subscribers, who are active outdoor-sports enthusiasts familiar with the Icebreaker brand.

Each email carried a test or a segmentation element, or both, that resulted in the final campaign series. In the end, the campaign included 11 unique emails, each weaving in a distinctive gift-giving angle; it drastically improved Icebreaker's 2009 holiday online sales levels year over year.


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  • by Jose Ramos Tue Mar 30, 2010 via web

    I love this example which demonstrates really effectively how a well-thought-out approach to engaging a target can have great success even if contact frequency is high. The developers of this campaign went to great lengths to think through the contact sequence and ensure messaging was building on itself throughout the campaign. It is pretty clear that the combination of relevance, messaging and offers did not compromise their list and really drove a longer-term conversation with the audience that had a nice pop on sales. Well done!

  • by Georgiana Dearing Mon Nov 15, 2010 via web

    I've seen this example before, and used it as guide for developing campaigns for my clients. It's an excellent execution, exemplifying the way a email list should be used. Also love setting expectations up front: "we'll be contacting you again this season..."

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