Leveraging social media interaction and sales through email marketing. Overview As the second stage to the social media campaign for VTech for Kids, our client requested a comprehensive marketing campaign to leverage our social media efforts. Objectives Build positive relationships for its online community and become part of its customers’ routines. With a targeted email campaign, provide personalized interaction. Maximize subscriber engagement and conversions. Solution AddReal separated the campaign between two basic strategies: Email and Newsletter Systems. In a quest to increase new sales and interactions, AddReal implemented an aggressive email strategy to increase reach and brand exposure. AddReal deployed a total of 24 campaigns during a 12 month period promoting new products, sales and offerings, and loyalty programs. To maximize the effectiveness of each campaign, AddReal closely monitored opens and reads, then implemented a customer engagement strategy by resending messages with a new subject line and information to subscribers who did not open the first message. The strategy also included actions to increase brand recognition and customer engagement. AddReal developed different creative templates and identified the most effective email templates. The templates creatively highlighted strategic products and included clear purchasing calls to action. The strategic look made it easy for customers and subscribers to recognize the brand and relate to the products. At the second system, the newsletter and the email are sent automatically upon subscription. AddReal created a structure able to reach subscribers when they are most interested and likely to respond. To take advantage of the attention, the email included exclusive coupons and offers that encourage subscribers to make a purchase. The welcome email also served as a first line of defense for reputation and it confirmed the validity of each address, automatically removing hard bounces from its list. This ensured the campaign only deployed messages to legitimate subscribers who want to receive the information. Results - To date, after the end of the campaign, the total email average open and read rates is 84%. - Click through rate is 49%. - The conversions generated in the first two stages alone have lifted our client overall email ROI Campaign. - Social media campaign numbers doubled in the middle of the email campaign. |
