The Campaign

Recall emails usually happen when someone sends the wrong message to the wrong person, then tries to take it back. But all this does is generate a second ‘Retrieval request’ message, which has the opposite effect: nothing gets people’s attention faster than telling them not to look at something. We decided to use this for BCF, because the idea of tossing something out and taking it back to entice a bite is just like lure fishing. It’s all about nailing the retrieval. So we created the ‘Email Lure’ — an email that was cast out and retrieved to catch our elusive target species. The Email Lure used a fishing technique to give an edm the hook it needed.

Creative Execution

It was simple. We cast out our ‘Email lure’ EDM, then immediately followed up with a second ‘Retrieval request’ message. Subscribers saw the messages and moved in to investigate (not unlike a curious bass). Once they opened the email they were greeted with a cheeky message that made it clear they were hooked ‘Gotcha!’. We rewarded them for being a good sport with exclusive ‘40% off all lures’ offer. This was automatically applied to their Club membership when they swiped their card in-store or checked-out online. Clicking on the ‘Shop now’ CTA in our EDM took subscribers directly to the lure section of BCF’s website.

From a group that hadn’t opened their last 20 emails: We saw a conversion rate of 53% ROI was up 453% And from these bites, 31% are now opening our emails again. Back on board.

The ‘Email Lure’ directly targeted inactive BCF subscribers. It used the channel in an innovative way to entice our target to open their emails; directly drove sales; and most importantly, helped BCF rekindle their relationship with a previously inactive subscriber base.

Insights, Strategy and the Idea

Our target was inactive subscribers on the Club BCF database. We knew they had a passion for fishing but we needed to do something to lure them back and get them opening emails again. By using a fishing technique, we gave this media channel the hook it needed. In the process of catching subscribers, we brought to life our BCFing expert fishing knowledge in way that was true to the brand’s cheeky sense of humour.