The Email Lure

Background

BCF (boating, camping, fishing) was one of Australia's largest outdoor leisure retailers. Their mission was to inspire people to master their outdoor passions and become 'BCFing experts'. They were also serious about fishing and each store was packed full of gear to help people catch the big one. By signing up to become 'Club BCF members' people received emails with exclusive offers and discounts. The problem was BCF had 42,000 inactive subscribers who hadn't opened at least their last 20 emails. The task was to get them back on board, opening emails and re-engaging with the brand and, hopefully, buying more product.