email ROI Case Studies: Sega of America

Sega tapped eROI for a year long engagement to use the emailROI platform to send out new game announcements that would land at direct campaign landing sites. Measurement of demand to loyal gamers helps to demographically project demand for new game titles.  One of the things that has worked well for SEGA is compelling creative within their email design and also the Send to a Friend feature.

SEGA effectively uses "Send to a Friend" feature
Most email marketers detect a similar pattern.  Upon initial email contact, the target audience is often curious with the Send to a Friend button or link and click-through on this feature is relatively high initially, then drops off.  Why do marketers care about this "Send to a Friend" feature?  It allows companies to organically grow their lists by making it easy for friends and colleagues to add themselves to an e-newsletter or email updates lists.  SEGA saw a dramatic uptick in its Send to a Friend click-through when the company used compelling creative for it.  SEGA worked with eROI to create a custom image (which included Sonic the Hedgehog's head in the Send to a Friend button) and this custom buttom produced five times the click through as a subsequent email campaign that offered Send to a Friend as merely a text link.

With Custom Send to Friend

Without Custom Send to Friend

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