August 16, 2001, 12:00 AM

Dirt Devil’s e-mail campaign sucks up the buyers

In the first 20 days of an e-mail campaign, achieved 1,500 sales of its Vision Vacuum cleaner. The campaign began July 25 and is stil pulling 150 orders a day, says Dirt Devil`s online ad agency.

The first 20 days of an e-mail campaign generated 1,500 sales of the Dirt Devil Vision Vacuum cleaner, reports DirectNet Inc., Dirt Devil’s exclusive online ad agency for the Vision Vacuum product. At $179 per vacuum, the sales amount to $270,000.

For the campaign, which launched July 25, DirectNet developed and implemented the creative for the web site page that the promotion directs customers to as well as the creative to advertise the offer across the Internet. DirectNet is hosting the web site that generates the Vison Vacuum sales. The campaign includes targeted e-mail distribution to DirectNet’s opt-in database of more than 5 million addresses.

DirectNet has partnered with Dirt Devil to host the e-commerce portion of its web site for a free 30-day trial of the Vision Vacuum cleaner. Consumers who try the vacuum will receive a portable hand-vacuum as a bonus.

The campaign is still producing 150 sales a day, says DirectNet, and as distribution expands, DirectNet expects the numbers to increase. The company estimates that 10% of the more than 95 million U.S. households purchase a new vacuum cleaner each year.


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