Digital Dialog designed a strategy that involved generating an interest in newsletters through a competition ‘Win a holiday in Paris’. The prize included Eurostar tickets and stay in a four-star hotel for two. To promote the competition we designed a solus email campaign targeting those with an interest in travel and France. Premium email lists from travel publishers were used for the campaign to generate relevant subscribers.

The creative team at Digital Dialog put together compelling HTML email creative with a strong call to action. A dedicated landing page with a sign-up form was built in order to entice the visitor into entering the competition. The email campaign process started with A/B testing of several different subject lines and the best performing subject line was chosen for the main campaign.

The campaign was launched with weekly bursts to drive traffic to the landing page to enter the competition and subscribe to Atout Frances’ newsletter. An Auto-responder welcome email was set up to send an instant message to the subscribers of the newsletter. This  helped in maintaining the quality of the subscriber base by removing the ones who unsubscribe at the welcome email stage.