Shoe Sting Marketing
Daniel Ruby, Research Director at Chitika.com, had a problem. People weren’t opening or responding to direct mail with the success he wanted. Something had to change. Through sheer brilliance Daniel came up with an Ultimate Marketing Gimmick: Shoe String Marketing.
In order to make direct mail less dull and throw-away-worthy, I take a targeted list of potential publishers and send each of them a single shoe with a URL pinned to the tongue. If they go to the URL, they see a personalized breakdown of how much money Chitika can make them, I see an alert that someone has hit up the URL, and I send the matching shoe immediately. If I got the size wrong, there’s a direct email to me and to my sales director that the recipient can use to request another size.
The gimmick was a success, albeit with limited attempts – he saw a 60% open rate (in this case people who went to their custom URL), a 30% response rate (people who asked for a new size), and a 20% action rate (Chitika’s ad service signed up for and activated on the recipient’s website).
Sample Webpage
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