Case Study #1
Moen: Summer Bonus Days Online Marketing Campaign
Discover how Moen increased online engagement, and therefore increased sales, through a strategic email marketing campaign to compete with Amazon’s Prime Day
Introducing Moen
Moen is the #1 faucet brand in North America, Moen offers a diverse selection of thoughtfully designed kitchen and bath faucets, showerheads, accessories, bath safety products, garbage disposals and kitchen sinks for residential and commercial applications each delivering the best possible combination of meaningful innovation, useful features, and lasting value.
Background
In an attempt to boost sales, I led the direct-to-consumer online marketing team to take on the task of introducing a competing offer to Amazon’s famous “Prime Days”. This took the form of Moen Summer Bonus Days. I recognized an opportunity to connect with their customers during the summer season by launching the Moen Summer Bonus Days marketing campaign. The campaign's goal was to drive consumer engagement, increase product awareness, and boost sales during the traditionally slower summer months.
The Solution
The Moen Summer Bonus Days campaign was designed to incentivize customers to purchase Moen products by offering them exclusive rewards. Customers who purchased select Moen products during the campaign period could receive a variety of attractive bonuses, including discounts, rebates, and limited-edition products. Additionally, Moen launched a series of targeted social media ads, email marketing, and in-store promotions to maximize visibility and engagement.
The marketing message emphasized the "cooling" effects of Moen products, such as water-saving faucets and showerheads, which align with the summer theme and appeal to eco-conscious consumers.
The Process
The Moen Summer Bonus Days campaign was developed through careful planning and strategic execution across multiple channels to ensure maximum reach and impact. Here's how we carried out the campaign:
Step 1: Identifying the Target Audience
Moen's primary audience for this campaign was homeowners, contractors, and design professionals who were interested in home improvement and renovations. The secondary audience included environmentally conscious consumers looking to reduce their water usage while maintaining quality and style.
Step 2: Product Selection and Offer Design
Moen selected a curated list of best-selling products, such as faucets, showerheads, and bathroom accessories, which aligned with the summer theme. The company designed attractive rewards for customers who purchased these products, such as rebates of up to $50 or exclusive limited-edition items. This approach appealed to both new customers and brand loyalists alike.
Step 3: Multi-Channel Promotion
Moen utilized a combination of online and offline marketing strategies to engage with their target audience. The campaign included:
Email Marketing: we sent personalized emails to their existing customer base announcing the promotion and providing details on how to redeem the rewards.
Social Media Advertising: Engaging and eye-catching ads featuring Moen products in summer settings were shared across platforms like Instagram, Facebook, and Pinterest.
Retail Partnerships: we worked closely with major home improvement stores to feature their promotional materials in-store and online, driving more foot traffic and online conversions.
Step 4: Tracking and Optimization
During the campaign, we closely monitored key metrics such as sales data, website traffic, social media engagement, and email open rates. Using this data, the team optimized ads, promotional messages, and offers to ensure maximum impact. The campaign's performance was evaluated weekly, allowing us to make timely adjustments for better results.
The Results
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Sales Growth
Moen saw a 25% increase in sales during the promotional period compared to the previous summer. The select products promoted in the campaign accounted for 40% of total sales during this period.
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Customer Engagement
Social media engagement rose by 35%, with customers sharing their Moen product experiences using the campaign hashtag. Email marketing efforts also saw a significant 20% increase in open rates and a 15% increase in click-through rates.
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Positive Customer Feedback
Many customers praised the Summer Bonus Days campaign for its valuable rewards and easy redemption process, with 90% of those who redeemed the offers saying they would recommend Moen products to friends and family.
Case Study #2
Comfort Keepers: Personalized Dynamic Content Based on Interest
Discover how Comfort Keepers dramatically increased consumer engagement through the use of personalized dynamic content to deliver just the right message to just the right person.
Introducing Comfort Keepers
Comfort Keepers provides award-winning in-home care for seniors and adults who need assistance at home. Their expert-trained home care aides let your loved one remain at home for as long as safely possible, a dream come true for many seniors. Caregivers have one goal: enriching the lives of our clients and their families. They achieve this by maintaining their safety, well-being, and comfort as they continue to live independently. In-home care gives seniors freedom despite limited mobility, chronic conditions, and other age-related considerations.
Background
At a marketing agency, we had been running an email nurture campaign, on behalf of Comfort Keepers, targeting prospective clients and their families, offering various forms of content designed to educate and inform about the benefits of home care. However, while the campaign was successful in generating some leads, the engagement and conversion rates were not as high as expected.
The Solution
To address this challenge, we decided to implement a more sophisticated approach: the integration of personalized dynamic content into the email nurture sequence. This new strategy aimed to tailor the content of each email based on the recipient's unique needs and preferences, making the message more relevant and compelling to each individual.
The primary goal was to increase both engagement (opens, clicks, and interactions) and conversions (appointments booked, requests for more information, etc.). By delivering highly personalized content, Comfort Keepers aimed to build stronger relationships with prospective customers, nurture them through their decision-making process, and drive more conversions.
The Process
The process of implementing the personalized dynamic content in the email campaign involved several strategic steps:
Step 1: Audience Segmentation and Data Collection
Step 2: Creating Dynamic Content
Step 3: Email Series Design
Step 4: Automation and Optimization
By utilizing Marketo’s link tracking and personalization, we were able to identify which links were being clicked in our ongoing email series. For example, if our automated campaign noticed that a prospective customer was clicking on “Dementia Care” links, they would be placed in a Dementia Care “track” of emails. The goal was that prospects will be more receptive to content that fits their wants and/or needs.
The Results
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Engagement Rates
Open rates increased by 171%, indicating that the personalized subject lines and tailored content were more appealing to the target audience.
Click-through rates (CTRs) saw a 417% increase. The personalized recommendations and content aligned more closely with the recipients’ needs, leading to higher interaction levels.
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Conversion Rates
The number of consultations booked through the campaign increased by 20% compared to the previous email nurture series.
Requests for more information about specific services rose by 15%, demonstrating that the personalized content helped move leads further down the sales funnel.
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Overall ROI
The campaign delivered a 35% higher return on investment (ROI) compared to previous email campaigns without dynamic content. This was due to a combination of higher engagement and improved conversion rates.
Case Study #3
Yale & August: List Cleaning & Segmentation
Discover how Yale & August drastically reduced platform costs while also increasing engagement metrics through strategic list cleaning and segmentation efforts.
Introducing Yale & August
Yale & August protect the people, places and things we love most with our innovative smart locks and smart storage solutions. We secure homes throughout the United States and Canada by protecting front doors, interior doors, cabinets, package deliveries and more. For over 180 years, we have been a trusted name in home security and continue to build our legacy with our smart home solutions.
Background
At Yale & August, the amount of active profiles had continued to creep higher and higher. While more contacts doesn’t necessarily sound like a bad thing because more contacts means more email marketing revenue right? Well, if we’re not targeting the right people in that large audience, then a large contact database actually does more harm than good.
The Solution
The first step was to implement a comprehensive list cleaning strategy, which involved removing inactive and invalid email addresses, ensuring that the email list was composed only of engaged, active subscribers. This would help reduce the number of irrelevant emails sent, thus lowering platform costs and improving deliverability rates.
Next, we focused on segmentation. We wanted to deliver more personalized, relevant content to different audience groups. By categorizing the subscribers based on various factors—such as purchase history, engagement level, and demographics—we could tailor the email campaigns more precisely to each group’s preferences and behaviors.
The Process
Data Collection and Analysis: We began by gathering data from email campaigns, analyzing open rates, click-through rates, and bounce rates. We identified key patterns in subscriber behavior, noting which segments were most engaged and which were underperforming.
List Cleaning: We used a combination of third-party tools and in-house resources to clean their email list. This involved:
Removing Invalid Email Addresses: Emails that consistently bounced or were flagged as invalid were removed from the list.
Cleaning Inactive Subscribers: Subscribers who had not engaged with emails for a defined period were identified and either re-engaged with a win-back campaign or removed.
Correcting Data Inaccuracies: Ensured that the contact information of active subscribers was up-to-date, avoiding mistakes that could affect deliverability.
Segmentation Strategy: After cleaning the list, we implemented a more detailed segmentation strategy. Subscribers were categorized based on:
Purchase History: Customers who frequently purchased from the brand were sent VIP or loyalty offers, while one-time buyers received targeted offers to encourage repeat purchases.
Engagement Level: Subscribers who frequently opened and clicked on emails received priority for new product releases, while less engaged users were sent re-engagement campaigns.
Demographics: Geographic location, age, and interests were used to create more targeted campaigns, ensuring content was relevant to the specific audience.
Behavioral Data: Subscribers who interacted with the brand through social media or abandoned carts were placed in tailored campaigns designed to convert them into buyers.
The Results
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Reduced Platform Costs
By eliminating inactive and invalid subscribers, we significantly reduced the number of active contacts in the database. This directly lowered the platform costs by 250%.
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Increased Engagement Rates
Segmentation allowed us to deliver more relevant content to their subscribers, leading to a marked increase in engagement. Open rates improved by 25%, and click-through rates saw a 15% rise. Tailored content resonated more with each group, fostering stronger relationships and increasing brand loyalty.
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Improved Deliverability
With a cleaner list, the brand saw a notable improvement in email deliverability rates. Fewer emails were flagged as spam, and their sender reputation improved, which resulted in more of their emails landing in inboxes rather than spam folders.