Last Friday we sent out a semi-unsolicated e-mail to everyone who has purchased a Bug Zapper up until now. I say unsoliciated because when people make a purchase on our site we don't specifically ask if we can e-mail them in the future, but our newsletter sending company (www.campaignmonitor.com) suggest that it is OK to e-mail someone who has bought a product from your company in the last 2 years, as long as you give them the option of unsubscribing permanently. Here is what the e-mail said:

Hi [firstname]

Recently you purchased a Bug Zapper from our site. I trust that it is coming in handy as fly and mosquito season arrives with full force! We thought you might be interested in an end-of-year promotion that we’re running from now until the 14th of December - buy 3 or more Bug Zappers for R99 each, including delivery. The usual price is R120 per racket, including delivery. We’re not in the habit of e-mailing customers out of the blue (and if you never want to hear from us again regarding Bug Zappers, click on the link at the very bottom of this e-mail), but this special is only available to people who have purchased a racket from us before. We think the Bug Zapper makes the perfect Christmas gift for all ages, and particularly for those tricky uncles and brothers-in-law that seem to have everything already. You can order now, pay by credit card or bank transfer, and have the rackets delivered to you with plenty of time to wrap them up. Delivery usually takes around 3 to 5 days, anywhere in South Africa.

If you are interested, click on this link: http://www.bugzapper.co.za/order.htm Remember to use your e-mail address ([email]) as the promotional code, and this special price is only available for 3 or more rackets ordered at one time. We hope December treats you well!

Kind Regards,
Brad Price
orders@livealchemy.com Live Alchemy Orders:
www.BugZapper.co.za – Bug zapping racket
www.FlagKit.co.za – Flags to your door
www.YuppieChef.co.za – Kitchen gadgets and tips
Click here to never hear from us again regarding special offers.

The e-mail went out to 250 people, and so far (4 days later) 6 people have taken up the offer, with a total of 26 Bug Zappers between them. That's a 2.4% response rate, which isn't bad for direct mail, but I was hoping for around 10%. It was certainly a profitable exercise, and it obviously didn't annoy too many people seeing as only 3 people unsubscribed. An interesting side affect is that about 35 people clicked through to the YuppieChef, FlagKit and RatZapper from the links that we included in our signature. We are definitely going to explore cross-site marketing opportunities in the future. A voucher to YuppieChef for everyone who buys a Bug Zapper?

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