I'm wearing your company's clothes! T-shirt manufacturer uses "cold email" to develop new products, and conversions surge by 50%
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⛳️ This article was originally published on the “Marketer” website
When it comes to the impression marketers give people, what images will flash through your mind? A well-dressed professional who speaks jargon? Or are you a poor guy who is chased by a bunch of performance numbers and KPIs every day?
According to the “[Insights and Improvement Guide on the Current Situation of Chinese Marketers]” (https://business.linkedin.com/zh-cn/marketing-solutions/c/18) launched by the LinkedIn China Marketing Solutions Market Team /jun/Chinese-Marketers-E-book)” pointed out that the market environment faced by marketers is undergoing earth-shaking changes - in other words, marketers must know how to plan projects and be able to measure results; they must have the aesthetics of looking up to the stars, but also be able to implement them down to earth.
As marketers, we must strive for excellence in our jobs. Not only must we maintain our competitiveness at all times, but we must also be able to adapt to market trends, changes and rigorous tests.
The two major challenges that marketers often face are the balance between effectiveness and cost and coping with changes in marketing strategies. Well, let’s brainstorm… Suppose you work for an affordable casual clothing company that specializes in T-shirt customization, or are preparing to apply for a marketing-related job at the company. What kind of marketing plan would you propose to sell T-shirts?
Oh, it’s not simple yet! Just set up a fan page or Instagram account and recruit some cute girls and young girls to act as models! If you have the budget, you can also place Facebook ads or Google keyword ads, or find some bloggers to try on clothes or endorse them…
If time could go back a few years, I think the above method would have a chance to work, and it would not even be difficult to win the favor of the market and get a large order in one fell swoop. However, the current situation is changing very quickly. If you still insist on implementing it like this now, I am afraid that you will have to spend a lot of advertising money, and the effect will probably be compromised!
Creative Marketing for Ramp T-Shirts
Now, let us take a look at a real case, take a look at this company called [Ramp T-shirt] (https://ramptshirts.com/) (Ramp T-shirts), how can you find companies that are both creative and in line with [Growth Hacker](https://www.contenthacker.today/2018/12/2016-2018-ghst-se without spending any money) minar-summary.html) spiritual marketing method!
The team members of Ramp T-shirts are from Europe. They have two offices in Europe and printing plants in four cities in the United States. Their main business model is to sell printed T-shirts and hoodies. The company’s value proposition is to provide customers with fast and simple services. In recent years, it has served hundreds of thousands of customers around the world through the print-on-demand T-shirt business process.
Since we don’t have much budget for advertising, we use cold mail marketing techniques. The so-called cold email is a letter written to someone with whom you have no friendship, but you hope that the other party can help, or you want to leave an impression on the other party. Cold email has its origins, but most of the time it just goes blank, and most of the time there is no reply.
The Rampart T-shirt company sent an email to 50,000 companies in one go. The title of the letter directly stated, “I am wearing your company’s T-shirt!” Once you open the email, you will see Neil, CEO of Rampart T-shirt. Neil Cocker was wearing a white T-shirt with your company’s logo on it.
(The email was sent to 50,000 companies, and the title of the letter directly stated “I am wearing your company’s T-shirt!”. / Picture: ramptshirts)
──Think about it if you received a letter like this one day, would you open it and read it immediately?
Ramp T-Shirts started by collecting logos from fifty companies, and then spent about four hours compositing the images and sending the emails. They didn’t think much of it at the time. They just wanted to test how people would react to receiving such a cold email. Experiments have shown that the letter opening rate is as high as 50%, indicating that this seems to be a feasible idea!
While the idea was fun, it was tiring to combine images of each company one by one. So the Gangway T-Shirt team members started cobbling together various web services and found PlaceIt.net, which allows users to upload images and automatically create previews of models wearing cool T-shirts.
In order to invest quickly and on a large scale, Gangway T-shirt also hired a technical chief to study how to quickly collect the emails and logos of each company, and create a unique T-shirt preview for each company.
After some research, they found that the first two requirements could be achieved through online services such as Clearbit, Hunter and Zapier. As for the third requirement, they obtained some image processing skills from the technical team. The next problem is relatively simple, which is to try to bind these processes.
Looking back in hindsight, it took them about six weeks from conception to testing to the launch of the fully automatic system. Marketing activities often need to test their effectiveness. Are you curious about the effectiveness of these things? Are these 50,000 emails Shi Shen Dahai? Or did it work?
CEO Neil Kirk pointed out that as many as 90% of the business people who responded to the letter made positive comments about this marketing campaign, and many people immediately bought the T-shirts produced by their company. In addition, most people found this marketing event very creative, even funny and interesting! Others immediately opened the Photoshop software and drew their own version of the gangway T-shirt in the same way!
(Many companies find it interesting and place orders with the industry one after another. / Picture: ramptshirts)
Of course, there are a handful of people who are upset by this, and some have even misunderstood it and threatened to file a lawsuit or write some nasty comments on social media. Fortunately, not many people were actually angry, and most had a good laugh once the misunderstanding was cleared up, and were impressed by the Gangway T-shirt company.
The company also shared some statistics. For example, the open rate performed quite well, always above 50%, and it also achieved a click-through rate of up to 25%. As for the total income that everyone is concerned about, it has been revealed that it is as high as tens of thousands of pounds.
Experience with cold email marketing
Finally, the Gangway T-shirt team also summarized the lessons they learned:
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It’s worth considering using sales emails as part of your sales funnel to get users to open the email first, grab their attention, and follow a Call To Action (Call To Action).
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You don’t need to be a technical genius to do marketing automation. However, you can make good use of various cloud services or the concept of growth hacking to invest in marketing activities.
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Cold emails are not only suitable for technology companies, but are also suitable for traditional industries. Who would have thought of marketing T-shirts this way?
Make good use of the concepts and techniques of cold email and Growth Hacker to help the Gangway T-shirt Company fight a good fight! Do you find it interesting? Do you want to try it too?
Source of the first picture: ramptshirts
Further reading: Zheng Weiquan｜Reduce the bounce rate, you can do this
Zheng Weiquan｜Have you played ZEPETO? A marketer’s perspective on this popular APP
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