A New Source of Revenue

A tale of improving marketing efficiency, effectiveness, and revenue!

Once upon a time…

a Fortune 500 industrial supply company wanted to reach their prospects and customers with offers and promotions.  But every person they wanted to approach had very different needs.  Some were electricians, and some were contractors, for example.  And some lived in cold climates and others in hot climates.

Every day…

they would spend much manual effort pulling individual lists for different zip codes and many job titles.  Then they created separate email messages for each group they wanted to target.  This effort was both costly and inefficient.

One day…

the company realized they were spending too much time and resources to send out too few promotions.  They were not reaching their prospects and customers with the appropriate messages that would help them make purchases.  In short, they were leaving a lot of money on the table.

Because of that…

we suggested a different approach.  What if we could build a “dynamic” email engine?  The company could store all of their various offers and promotions in a database and tag each with many different attributes.  Then, when they scheduled an email promotion for an individual, the system would pick and choose the right advertisements for that person.

And because of that…

we built them a unique, integrated SaaS web application that allowed them to create and manage all of their promotions effortlessly.  With our solution, marketing could tag each promotion with as many different attributes as needed.  They could tag by zip code, job title or area of expertise, as well as many other criteria.  The application could also pull all of the data necessary to send the campaign.  Marketing filled the promotion database with all of their targeted advertisements, and each email would automatically populate with the best promotions for each recipient.

Until finally…

the company drastically reduced the time and effort spent by sending each newsletter.   They also improved customer satisfaction and purchase rates.  People received emails that were far more relevant for their jobs and their specific needs.  The new efficiencies allowed the company to do things they had never dreamed of before.  For instance, they were able to respond to a hurricane with a quick email promoting specific items for the zip codes affected. The company experienced great success every time they sent a new email edition.  Their profitability went up, and their marketing expenses declined.  Because the solution we built was simple and easy to use, one person could manage the email campaigns while the rest of the marketing team could focus on the strategies that could grow the company.