Wildly successful (and Australian based) software company Atlassian make some awesome collaboration and development tools, including JIRA which we use at Freshview.

If you are involved in the web or software industries, you have probably noticed during the last week their Stimulus package, in which they offered $5 small team licenses for JIRA and Confluence. All the proceeds from this sale were to go to the children’s educational charity, Room to Read.

This kind of campaign can only work if it attracts a lot of interest, and the team at Atlassian decided to give it a kick start by emailing their existing customers and newsletter subscribers with the details of the offer. Below is an example of an email to a customer:


There were variations for customers who had one or the other products already, with a slightly different message so that the content was quite targeted. You will notice that the readers were explicitly asked to twitter the offer out to others, and pass it on. In total, Atlassian were able to reach around 70,000 people directly through permission based email.

It is easy to see how successful those emails were in getting the word out! As Atlassian team member Morgan Friberg told us:


In the end, we surpassed our goal 4Xs over! Looking back at the success of this campaign, we credit a lot of it to the emails we sent with your product… Amazing.


Atlassian raised more than $100,000 for their chosen charity, which really is fantastic, while reaching out to a ton of people who now have the chance to use Atlassian products for the first time. There is a lesson here that you may be able to apply to your own campaigns, or your client’s campaigns:

Don’t forget about the role of email in the web 2.0 world. Even though a lot of the actual spreading of the offer happened on Twitter, and on various blogs, the initial push started with email.

Asking someone directly for their help, right there in their inbox, is different to just posting it online and letting people find it themselves. Email can be powerful, and when used for the right reasons it can be a fantastic tool for your business (or charity).

Does this example give you some ideas about your own subscriber lists? Let us know in the comments.

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