Email marketing plays a big role in reaching new and current customers. Even though this post is late in coming, it’s relevant today for consumer companies selling goods online. The Studio worked closely with Carlsbad golf equipment company, Polara Golf, to formulate a marketing strategy to make some quick sales and build their revenue stream.
A combination of pay-for-click, daily deals and a robust email marketing program got the job done. Sales exceeded our goals by 30%! Here’s the story and how we did it:
For months, Polara Golf was realizing email responses were flat. They hired Studio 2055 to boost the open and click-through rates, increase sales and improve their holiday email marketing program. Over a three-month period, these were our initiatives:
- Clean-up and add to the email list. The first action was to clean-up and build the email list. We removed undeliverable addresses and deleted those that consistently did not open. The vacuumed list now reflects active email recipients who are most likely to purchase product.
- Grow the email list. Now we wanted to grow their list. A list of all the places consumers could fill in an email address was made including the website, online ordering forms, social media sites, product packaging and fulfillment packaging. Each sales channel was reevaluated for effectiveness and updated to include a prominent call-to-action to prompt people to fill in their email address. We engaged their tour and demo days events and added those individuals who are using Polara Golf products.
- Set sales and marketing goals. We met with Polara Golf’s sales and marketing team to measurable goals. The strategy included: determining a sales revenue goal; timelines for design, content, programming and testing; and, alternative ways to leverage the promotions and analytics.
- Decide on frequency. A targeted customer-based email list is the highest quality and should be coveted. The staff was careful to realize how email frequency could keep or deplete their list and how the offers could be disregarded. The Studio scheduled the campaign every two weeks and created benefit-driven offers that saved customers shipping costs and bonus products.
- Design to stand out. To stand out among the crowded holiday shopping, our campaign design gave attention to the offer with bold headers and distinctive branding. Designs were created to scale correctly on mobile and tablets. The promotional call-to-action links were crystal clear. The campaigns were designed to help users instantly recognize the Polara Golf brand and go right to the call-to-action.
After the four-month campaign period, Polara Golf received record-breaking sales and exceeded the goals set by 30%. Analytics also showed an increase in open and click-through rates.
