Salami.com wanted to celebrate its successful fourth year online by rewarding loyal customers. BeOnTheNet, an Internet marketing and consulting firm that works with Salami.com, encouraged the site to proactively use e-mail to achieve this goal.
The Friday following Thanksgiving, the busiest shopping day of the year, Salami.com e-mailed a letter to its customers thanking them for supporting Salami.com and offering a link to a page listing specials on Salami.com's gift baskets.
The gift basket page was a duplicate of Salami.com's existing gift basket page, except that the items were discounted 12 to 15 percent. This special page could only be accessed via the link provided in the e-mail.
Salami.com receive more than 50 orders for gift baskets ranging in price from $75 to $200. They also received requests for custom baskets. One customer purchased 75 baskets at $45 each to give to his employees for Christmas.
It is important to note the timing of the sale, which ended on Dec. 10. All of the merchandise was shipped on Dec. 15 so that it would arrive in time for Christmas. In addition, Salami.com received and processed the orders well in advance of the hectic holiday season.
This successful endeavor resulted from an e-mail that was constructed in 30 minutes.