By Tom Polanski, EVP, eBrand Media and eBrand Interactive

I’ve been asked over the years why eBrand Media  doesn’t issue press releases regarding our success stories and our new client acquisitions. In addition, more than one has wondered why we don’t attend any the industry shows. The long and short of it is that we’ve always put all of our money into our people and into optimizing our systems so that we can actualize the most positive of results while offering industry-leading customer support. Those who are interested can go to eBrand Interactive to see a sample list of our clients which includes several leading, nation wide, brands.

However, let me make this observation regarding industry conventions including Ad-Tech, Shop.org and SES: I find it ironic that digital marketing companies still use booths, brochures and business cards to promote their companies. As a person who has attended numerous conventions I find them to be highly inefficient. I seldom remember who said what by the end.  It is a great excuse for getting drunk with your marketing peers calling it business development.

That said, the purpose of this article is to discuss our most recent client success story so lets get started.

We were approached by a large, nationwide brand which sells high-priced rugs regarding their in-house e-mail list of 300,000 records. Below is the case study.

Pain:

They weren’t able to get it to generate a solid ROI and they needed the revenue badly. The economy has affected their business horribly.

Solution for the purpose of driving a dramatic revenue gain:

First we utilized our eVeracity process to analyze the data base and formulate an e-mail marketing campaign. This particular marketing approach took one week to monetize; the pay off was last week.

First we sent a “Create Interest” e-mail that also scrubbed the records because it required an opt-in. In this case, we announced that the brand was having an exclusive store wide sale in one week. This sale would not be open to the public and only a limited number of people would be invited. We didn’t make any attempt to sell anything; the only action required was to opt-in if they would like to RSVP.

There were only 37 opt-outs out of 300,000.

Secondly, we sent a “Relationship Building” e-mail three days before the sale, on a Friday, informing each end-user the great news, their RSVP had been received and that a chair was reserved for them. In addition, we explained that it was important to keep their eye open for an e-mail from the brand on Tuesday morning because in that e-mail would be their private “password” which would give them the opportunity to shop and save as much as 50% on select store items. Again, we didn’t try to sell them. We only asked them to take a look around the house to see if there whether there any thing they might need.

Finally, the morning of the sale, we sent out the “Closing the Deal” e-mail announcing that the big day had arrived and that the end-user had better act now because the sale could end at anytime that day depending on product availability.

Results:

Open rates were 300% what they were on previous campaigns. Click-through rates were 400% better then the brands best e-mail campaign. The eBrand Interactive created campaign delivered more sales and revenue then any other marketing campaign launched by or on behalf of the brand. The Director of Marketing at the brand informed us that the phones were ringing off of the hook all day and that they had people on Live Chat for 18 hours straight.

That’s the type of success we regularly deliver for our clients and why our client retention rate hovers at 98%.

Please feel free to call me if you’d like to learn more about the campaign. I’ll be glad to discuss the color, the structure of the e-mail and the messaging we used to motivate this audience to respond so phenomenally.