oVERVIEW
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Seeking to attract new customers and stay “top of mind” for existing ones, a
leading distributor of corner protectors for picture frames, signs, and other flat panel applications turned to RyTech for help developing an effective newsletter-based email marketing strategy. |
CHALLENGES
The new owner of the 30-year old business was in the process of transforming it to the digital age—and that included adopting a new approach to marketing and customer communications. With an existing contact list of clients and prospects, he wanted to target specific groups with sales offers and other opportunities to engage. He suspected that a monthly e-newsletter, sent through email, was a cost-effective solution, so he reached out to RyTech, who had assisted with his recent website enhancement and rebranding efforts.
Sales team needed more consistent customer engagement.
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Customers were not regularly contacted with promotional
sales offers. |
Company lacked digital communication plan to
reach today’s consumers. |
Solutions
RyTech came to the table with the communications and design best practices required to make a success of a modern newsletter-based email marketing campaign. They created customized newsletters with specialized
offers (e.g. purchase discounts) for each defined customer segment, and designed emails with with clear calls-to-action and corresponding website landing pages. Leveraging leading email marketing software, the team tracked each campaign’s metrics to ensure they were delivering on the company’s engagement goals.
offers (e.g. purchase discounts) for each defined customer segment, and designed emails with with clear calls-to-action and corresponding website landing pages. Leveraging leading email marketing software, the team tracked each campaign’s metrics to ensure they were delivering on the company’s engagement goals.
“Email marketing is powerful because it’s easy to deploy, it aligns with customers’ digital communication preferences, and it’s measurable,” explains Steve Ryan. “Plus, today’s tools make it easy to create personalized, relevant content that can be optimized for improved results over time.”
Results
1st general email to clients:26% open rate3.2% click rate |
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Considering the average email open rate for US e-commerce businesses is 16.75% and the average click through rate is 2.32%, it’s clear that the email marketing strategy is off to a running start—and running above average results.
