Summary: Digital Fire generated a 46. 63% Open Rate and a 6.45% Click-through Rate for Smile 90.4FM’s Smile Secret Sound competition via a targeted data rental campaign.

Smile 90.4FM is a commercial radio station based in Cape Town playing Cape Town’s best mix between the 80’s, 90’s and now. Smile 90.4FM ran a competition where listeners were asked to tune in and listen out for the Smile Secret Sound…and win a share of R100 000 in cash!

Smile 90.4FM wanted to increase awareness of the Smile Secret Sound competition and enhance engagement amongst listeners. They’ve approached Digital Fire to assist in targeting Smile 90.4FM’s target audience via permission based email marketing. The Smile Secret Sound campaign was executed by broadcasting a 1 page HTML mailer to Digital Fire’s opt-in and profiled consumer database, targeting individuals residing in the Cape Town area.

After the mailer was tested on different email accounts, browsers and devices, the mailer was broadcasted to Capetonians to promote the competition. The mailer was personalised using the subject line: Jack, you’ll smile if you see what we are giving away!

The design of the mailer had a strong call-to-action for individuals to tune in to stand a chance of winning their share of R100 000 by guessing the Smile Secret sound. Individuals could click through to Smile 90.4FM’s website as well as their social media pages such as Facebook, Twitter and YouTube.

The campaign received a 46. 63% Open Rate and a 6.45% Click-through Rate, putting a smile on everyone’s faces.