Digital advertising for regional furniture retailer.
Big ticket items like furniture have a long purchase cycle.
How do you stay engaged with a customer who may not buy again for a year or two, while getting in front of new customers looking to purchase? We’ve helped Wolf’s play the long game with a variety of strategic digital marketing efforts.
Relevant is the new clever
How did we achieve a 65% open rate for a furniture retail email campaign? With a clever subject line chock full of emojis?
Nope. It all started with another campaign two weeks earlier.
The Method
First, we created a campaign targeting our most engaged female subscribers with gifts for ‘that special man.’
We concluded that subscribers who opened that first campaign were likely to have an important Dad in their life. And they just might be considering buying him a gift.
We created a segment based on those subscribers, and crafted a Father’s Day campaign just for them.
Voilà! We achieved a 65% open rate.
Segment:
Most active female subscribers.
Subject Line/Preview Text:
For that special man.
Style ideas that mean more.
Segment:
Subscribers who opened the 5/30 campaign.
Subject Line/Preview Text:
He’s the Man.
For the Dad of the hour.
Email smarter, not harder
Sending targeted, relevant content to the most engaged segments of subscribers dramatically increases open and click-through rates. It also reduces needless unsubscribes.
In one recent month, segmented emails based on subscriber activity and preferences yielded open rates more than 4 times as great as unsegmented emails. And click-through rates more than 9 times as great as unsegmented emails to the same list.
Untargeted Email Campaign
Targeted Email Campaign
Email smarter, not harder
Sending targeted, relevant content to the most engaged segments of subscribers dramatically increases open and click-through rates. It also reduces needless unsubscribes.
In one recent month, segmented emails based on subscriber activity and preferences yielded open rates more than 4 times as great as unsegmented emails. And click-through rates more than 9 times as great as unsegmented emails to the same list.
Digital Advertising
Over a 59 day period (Jan + Feb)
Dynamic retargeting campaign:
- Amount Spent: $2,572.18
- Conversions: 38
- Cost per result: $136.10
- Website purchase conversion: $32,750.60
The Takeaway Smart Digital Advertising.
You know, even the most analog of businesses needs to be advertising in the digital world. You’re doing your due diligence to keep up with an ever-changing industry, even signing up for daily emails on the subject. But, do you have the time to wrangle all the details? We can help.
