Giveaway Email Examples
In ecommerce, giveaways can be a major hit or miss. Tons of brands deploy solo giveaways as well as partner giveaways, but only a small percentage of them actually drive decent revenue from their efforts.
Solo Giveaway: When you run a giveaway by yourself (without partnering with any external brands).
Partner Giveaway: When you work with 1 or more external brands for your giveaway.
Things to consider when running your next giveaway:
1. Should I run a solo or partner giveaway?
If you’ve never run a giveaway and have a decent sized audience, I’d consider running your own giveaway to get a sense of how things perform. Record your metrics and if the data shows it was a success, look to incorporate more of these (including working with external giveaway partners) into your marketing mix. It’s also easier to get this executed quickly as you don’t have to wait for others to get onboard.
2. In the case of a partner giveaway, who should I partner with?
You should partner with brands that have a complimentary audience but non-competitive products. Say you sell men’s apparel, you should try to recruit other brands that sell to men in a similar demo. For example, that could be a men’s grooming brand or a men’s accessory brand, and so on.
You also need to make sure that you’ve done your homework on brands you partner with. How big is your audience compared to theirs? If your audience has 50K people and they only have 10K people, they might not be the best partner. They don’t need to have the exact same audience size, but it should be in a similar range.
3. What should the giveaway prize be?
In my opinion, the prize(s) should be directly related to what you (and your giveaway partners if you go this route) sell. Far too often companies put together massive giveaway packages that are completely unrelated to what they sell. For example, say you sell watches, don’t go giving away a free trip to your audience. There needs to be alignment in the incentive so that way you don’t end up with a bunch of people on your list that just care about a free trip and not about watches.
Now onto the examples.
The email below from Recess is a super cool giveaway email example. They do a great job outlining the prizes and partners involved. They also do a good job promoting their product in the case that someone wants to just outright purchase Recess today.
Scroll towards to the bottom of the page to see a second example from a brand called Nécessaire.
