Email Marketing Case Study

Email marketing follow-up campaigns based upon response

Client

Campaign

mouse2house are an online retailer providing digital imaging products including ink cartridges, memory cards, inkjet photo paper, PC accessories and more to the UK market. mouse2house have launched a regular newsletter providing customers with:

• The latest offers and products offers to drive direct sales and reactivate lapsed customers
• Useful hints and tips to reinforce the mouse2house brand as a ‘trustable expert’ and to differentiate mouse2house from their many online competitors
• Requests for feedback to invite recipients to give useful information about how mouse2house can improve their newsletter.

As the first newsletter mouse2house had ever sent, it was key that it achieved certain goals:

• Covered all costs of set-up
• Included detailed reporting to enable mouse2house to learn from the promotion
• Cleaned the database: identifying bad addresses and giving contact the opportunity to opt-out

The promotion was broadcast to the entire database, and then following a three week delay, the promotion was resent to all recipients who had not opened the email.

Results

All those recipients who opened send 1 are excluded from send 2

• The newsletter was well received, with 2 out of 5 recipients deciding to open the email and 1 in 10 recipients choosing to click through to the mouse2house site.
• Across both sends, the newsletter generated a 35% increase in sales from existing customers. Of these all the orders, 31% of them were generated by the second send.
• The campaign recorded a return on investment of over 6 (including covering all set-up costs)
• Mouse2House received 39 feedback suggestions helping them to shape future editions.

Iggy Quazi, Director of mouse2house said “Resending the email newsletter to those who didn’t open the first edition makes sense. We’ve increased the campaign reach significantly, reactivated a significant number of customers- all from a low marketing investment”

What you can learn from this promotion

This case study illustrates some interesting points

Follow-ups

• Sending promotions to individuals based upon their behaviour allows targeted and effective follow-up
• Given immediate nature of email communication, almost all response happens within 3 weeks after sending providing marketers with an ideal opportunity to re-use timely content
• Resending email promotions can expand your reach to those who chose not to read your first broadcast

Cost effective

• By re-using email designs, email campaigns can be made to work harder without any additional costs

More about mouse2house

Mouse2House is the premier online supplier of digital imaging products, specialising in ink cartridges and flash memory products. For more information, please visit www.mouse2house.co.uk

More information about our email marketing broadcast services

Adestra provide welcome tactical advice and input on our client's email marketing program. For more information about how we can work together with you to improve your email marketing, please contact us and ask us about our email marketing services

Adestras Message Focus

Adestra have a proven track record in providing email marketing tools, technology, strategy and support for a number of large corporate players.

From product delivery for large publishers through to tactical direct response promotions for travel providers, all clients always benefit from the shared best practice and knowledge our team have gained working within email marketing since 2000.

For an overview of Adestra's email marketing services, please see our email marketing system, Adestra's Message Focus or for a demonstration, please contact us

Free whitepapers

All Adestra clients enjoy unlimited support. Let us support you with one of our free whitepapers on email marketing:

• Challenges facing UK Email Marketers: survey of email marketers and advice on how to overcome them
• The future for email marketing: steps to take today to prepare for the future of email marketing
• SPAM Filters demystified white paper: a marketers briefing
• How to pick the right email partner handbook
• Best practice email design: A guide for designers and marketers to creating HTML for modern email clients

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