Increasing Traffic Through Promotions Frankel Marketing utilizing SurfersNet Technology: SurfersNet Technology:

Increasing Traffic Through Promotions EarthLink wanted to promote their Personal Start Pages and Mall to consumers Challenge: to increase the traffic to EarthLink’s pages and generate affiliate revenue through clickthroughs Frankel created the marketing strategy and creative components for the program

Background EarthLink recently bought out MindSpring MindSpring customers were not using the EarthLink Personal Start Pages and EarthLink Mall Affiliate program revenues were low due to the low amount of Mall clickthroughs to merchants

Solutions Integrated offline and online marketing campaign Wishes Granted sweepstakes blasts Data collection and analysis

Integrated Marketing Campaign Tracked direct mail responses to online sweepstakes Provided segmented mailing list for direct mail Tracked responses within segmented mailing lists Tracked affiliate partner clickthroughs for EarthLink

Wishes Granted Sweepstakes Users added items from participating merchants to their “wish list” each week by clicking through to the merchant site Users could visit the site multiple times during the week to modify their wish list

Wishes Granted Sweepstakes Once users submitted their wish list, they were entered into the drawing for the week One winner was chosen each week for eight weeks, and would receive their entire “wish list”

Wishes Granted Sweepstakes Each week a new group of merchants and prizes were available Wish lists would clear every week and start over for a new chance to win

Wishes Granted Sweepstakes Each “wish list” submitted gave the user an entry into a drawing to win one of five higher valued grand prizes Several opportunities were also given to the user to enter in the grand prize drawing

Data Collection and Analysis The segmented direct mail database was merged with the online database of user information A direct mail response rate of 13% was achieved In-depth data analysis was available for the client to use in future promotions

Awards The Wishes Granted promotion won a Tempo Award from the Chicago Association of Direct Marketing

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