Online inkjet reseller with approximately $2 million in sales and an existing mailing list of 50,000 customers wanted in increase sales through repeat business. They had previously tried e-mail marketing, but with no consistent messaging or delivery schedule. Customers had no anticipation of receiving discounts or messaging about the company and their products and saw most of the company’s previous e-mail efforts as junk mail, discarding them and never utilizing the coupons associated with the e-mails.
We came up with a specific schedule and compelling designs beginning in June of 2010, traditionally the beginning of their slowest time of year, and began sending out e-mail marketing every two weeks. We also came up with themes for each e-mail to increase audience attention to each communication. We also segmented the existing mailing list into categories by brand & total sales. This gave us target markets to which the e-mails were tailored.
By using a consistent approach with new messaging on each e-mail and targeting commercial and retail markets with different messaging, we saw an initial increase of sales by $30,000 within the first two months, netting an 8 times return on investment and an estimated increased profit of 25%.
An interesting side effect of the increased e-mail marketing was an increase in customer service requests and even purchases that were sent to the companies as replies to the initial sales e-mail. This allowed the Customer Service and Sales Departments to respond to customers who would not have otherwise contacted the company.
Consistent, compelling e-mail marketing allowed this client to deliver value-added messages to it’s existing customers, while keeping the costs to a minimum. This allowed for an increased return on their investment over traditional mass mailings and flexibility to increase or decrease their messaging cycle as sales and supply saw fit.
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