Grab the Gold Email Marketing Case Study
Perfect Email Audience Leads to an Increased Click-Through Rate and Fewer Unsubscribes
EVOLVE OR DIE
Throughout the years, email marketing strategies have evolved with the times, and most marketers have adjusted as such. As a recent article in VentureBeat puts it; email marketers will either evolve, or they will die. Dramatic? Yes. But true? Absolutely.
From personalization, segmentation and mobilization, there are many factors that play into the success of your email campaign. However, for the purposes of this case study, we’re going to focus on one key component that will make or break your open rates, and in–turn, the ROI of your campaigns-your audience. After all, you could have the best, most creative message in the world, but if your audience isn’t right, who really cares?
STAY TOP OF MIND
Cultivating a qualified email list is key when building a successful email marketing strategy, and we did just that for our good friends at Grab The Gold. (PSA: If you’re not familiar with Grab The Gold bars, we suggest you get you get to know them? ASAP. Delicious, gluten-free, protein-packed AND vegan snack bars? YES PLEASE! You can even get a free sample here!)
Grab The Gold already had a great email database of several thousands of users, but hey, the more qualified consumers, the better, right? We already know that people LOVE Grab The Gold bars, but in today’s busy world, marketers have to stay top-of-mind with consumers, and email marketing (to the right audience) is a way to do just that.
THE MOST QUALIFIED AUDIENCE POSSIBLE
Using strategic targeting combined with a valuable giveaway, and dynamic graphic design, we created a social campaign that set out to cultivate a highly qualified email list.
Our first step was to look at the most qualified audiences possible. Who might this be you ask? First, we took advantage of Facebook’s ever-so-valuable pixel and created an audience of people who had visited the Grab The Gold website over the last 180 days. Next, we created an audience of people we know already love the brand, the Facebook fans. What do we know about these two groups for sure?
- There is already brand recognition for Grab the Gold
- These people have likely tried the product
- These users are likely the closest to converting
GIVE THE PEOPLE WHAT THEY WANT
Next, let’s give the people what they want! An email address, to many people, is a priceless commodity, not to be taken lightly. So, what is it we can offer to current and potential customers that will entice them to give out their valuable information? For Grab The Gold it was easy… more Grab The Gold product! So, we had our audience and our value… Next, we needed to create content that would resonate with these users, and send them to a landing page with one purpose and one purpose only, to get that email.
DON'T WASTE VALUABLE AD DOLLARS
Listen, we know what you’re thinking. What about the people who belonged to other email lists already cultivated by the brand? We don’t want to waste valuable ad dollars reaching these users!? And… you’re right. We don’t. Luckily, Facebook gives us the option to exclude specific audiences, so we were able to create custom audiences made up of current email users and exclude them from this ad campaign.
Over the course of four months, we ran this giveaway, drawing a winner each month. People were, well, VERY excited about the giveaway…
HIT 'EM AT ALL ANGLES
The campaign has generated close to 500 new email addresses, bringing the cost per new email address to just .69! Remember, these users already knew about Grab The Gold and had likely already made a purchase from the brand (or considered making a purchase), as they had been to the website (which also acts as an eCommerce site) and were Facebook fans. Now, we have that ever-so-valuable email address and can include them into our email marketing strategy. (BOOM-hitting ’em at all angles.) So, how we do we know this audience is better than others? Well, as they say, the proof is in the pudding; and when you look at open and click-through rates (CTR), as well as unsubscribe rates, the pudding is… well, delicious.
RESULTS
AN INCREASE IN OPEN RATE &CLICK-THROUGH RATE & A DECREASE IN UNSUBSCRIBE RATE!
So, there you have it my friends. While there are many key factors that go into a successful email marketing strategy, perhaps the most important is your email audience.
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