Software Vendor Generates
Cash Windfall Of $14,663 In 4 Days

Background

Home Budget Buddy is a budgeting and debt reduction software aimed at the consumer market.

After several years of list building and email marketing, the client suspected there were a large number of prospects on their list who were favourably predisposed to the software but had become 'immune' to ongoing marketing efforts.

Marketing Results was tasked with devising a strategy to 'shake the trees' and convert more prospects into buyers.

Objectives

1. Generate cash with an effective promotion.
2. Maximise average transaction value during the promotion.
3. Track results to allow analysis for future campaigns.

Execution and Results

We devised a promotion to offer the $98 Home Budget Buddy software for half price ($48.50) for 4 days only. Every day for 4 days we sent an email that built on the offer and stressed that the sale would end at midnight on Day 4. Here are the results:

Day 1: 38 orders
Day 2: 42 orders
Day 3: 69 orders
Day 4: 101 orders
Total: 250 orders

Total sales from the "main" offer were $12,125. Than we added a 'twist' to help increase average transaction size, in the form of a post-purchase upsell.

After the customer finished the initial purchase, we offered a one-time offer on the purchase "Thank You Page" to order the complementary Debt Buster software, also for a 50% discount ($23.50 instead of $47). 108 out of the 250 purchasers (43%) said "yes" to the upsell, adding another $2,538 to the 4 days' takings.

Total cash sales in 4 days: $14,663