Email Engagement Strategy Delivers Improved Across-the-Board Metrics

Challenge:

KBM Group’s client, a tire manufacturer, wanted to reach and successfully engage target consumers and further leverage the success of their online efforts. Specifically, they needed to engage brand enthusiasts to drive brand advocacy and reach in-market consumers with offers and incentives to drive trial and purchase.

Solution:

KBM created an integrated communications strategy that drove consumers to the client’s website. The strategy:

• Gathered consumer demographic profile data
• Gathered consumer purchase cycle profile information to determine in-market timing
• Focused efforts on where consumers were in the purchase cycle to deliver appropriate offers, incentives, and messages as well as creating high-value content that promoted viral distribution and extension of reach to target consumers beyond the clients’ current email subscribers.
• Developed an email communications stream that incorporated testing of email address viability, messages, viral offers and consumer receptiveness to answer surveys for in-market timing.
• Consolidated the client brand email campaigns from various marketing groups to one umbrella effort.
• Incorporated a continuous improvement plan with key measures of success to support ongoing email communications efforts.

Results:

As a result of the KBM Group-designed optimized email strategy, the client saw a dramatic lift in email program success:

• Email delivery rates were improved by 35% across all email communications.
• Email open and click-through rates were significantly above industry standards; the average unique open rate was 54%, and the average unique click-through rate was 15.8%.
• Consumer brand engagement increased, with web traffic up 50% after emails were delivered, and email opt-ins doubled.
• 34.4% of email subscribers passed along viral forwards.