[Case Study] How One Image Nearly DOUBLED Book Sales
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I do some pro bono marketing work for some of my friends in the combat sports industry. Most of them are fighters that, unfortunately, don’t make a lot of money just from fighting. So they turn to other sources of revenue.
One such friend is a well-known kickboxer here in California. He wrote a book that he wanted to sell to his followers, so I helped him put together a website so he could sell the book.
We had an interesting experience trying out a PicSnippet for a part of the process. Here’s the backstory:
When he launched the books initially (before we’d built the website), he sold out of them in about 48 hours. He’s a really popular guy, and I think people were really excited about getting a book he’d written.
He decided he was going to order more copies of the book so he could sell more, which is where I came in. I was going to help with marketing the new copies before he had the actual books ready to sell.
So we set up a simple web form where people could input their name and email to “reserve” a book.
Here’s where it got fun:
When the books arrived, we blasted that entire list (about 300 people) announcing it. We had a little over 50 people buy within that first week, just from that initial email.
Over the next 2 months, we sent a couple of reminder emails to get the people to go and buy the book that they’d reserved, and we rounded up another 45 or so sales.
Then I had the idea to use a PicSnippet to boost our sales. I sent an email with the subject line ‘Yo, I’ve got your book waiting‘ and inserted this image where I merged in the email address they used to reserve the book:
RESULTS:
In the 5 days after that email was sent, we did another 41 sales. That’s almost the same amount that we’d done in the previous 2 months with several emails!
The click rate on that email also doubled from what we’d seen previously. But most importantly, the conversion rate from click to purchase was nearly 70% on that one email, which is almost DOUBLE what it was during launch week.
Here’s the crazy part. This email was sent nearly 2 months after “launch”, and the recipients hadn’t previously engaged. So these weren’t the “low hanging fruit” on the list.
While there are a lot of factors that go into marketing, it is pretty clear that PicSnippets had a MASSIVE impact on our sales.
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