Costly sign-up incentives that aren't costly at all

Latest posts | Feed | By Mark Brownlow on October 24, 2007

bowling ballsNice case study from Ken Magill at Chief Marketer looking at Brunswick Bowling and Billiard's email marketing efforts.

Particularly noteworthy: he describes how they offer an hour of free bowling in return for subscribing to their email list.

That seems like an expensive giveaway... except it's not. For two reasons...
  1. Like all good entertainment venues, they profit from ancillary sales (food, drink etc.) once people are in the building...provided the "coupon" is filling otherwise empty lanes and extending bowling times (so there's no or little opportunity cost.)
  2. They can get a lot of sales and marketing benefits out of a lifetime of marketing to that address.
Sign-up incentives with a high perceived value (but only to your desired audience) and a low actual cost are ideal, of course.

Though those first few emails to such subscribers need to hook them on your email program. Otherwise they'll be leaving your list faster than you can say, "so long and thanks for the freebie."

More on list building | Tags: , , ,

[This post brought to you by Campaigner Email Marketing]
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