The campaign saw 30 per cent of the 215,000 opt-in users open the email, headlined 'Free gift from Crest' and which included an animated advertisement about the product. David Truchetti, 21 Communications CEO, attributed the high open rate to an incentive provided for recipients to forward the email to their friends. The top 20 email referrers each week were awarded a free Spinbrush toothbrush.
"We really like having incentives and referral email programmes and that really helped in this case," said Turchetti.
Those who forwarded the email have been identified as candidates for further free marketing and will provide 21 Communications with a core database of consumers for health and beauty products marketing.
