The Power of Permission:
How Pet Wellbeing reduced spend and increased sales
through permission based email marketing
petwellbeing.com
Service: Email Marketing
sales conversion increase:+211% over their previous attempts
Costs: 150 times cheaper.
other results:
One of the highest conversion rates of any marketing project
93% decrease in sending costs
- projected multi million dollar increase in revenue
- staff understanding of GWO and the web optimization process
- a powerful demonstration of how improving the user experience improves overall profitability
The Client
Pet Wellbeing—a part of Natural Wellbeing inc.—is a holistic pet medicine supplier. In 2008 they realized that they needed to rework their email campaign, and asked VKI Studios to do so.
The Problem
Pet Wellbeing's email list was old—3–6 months old—and consisted of over 13000 addresses gathered from Pet Wellbeing purchases and accounts. Their previous attempts to start an email campaign had resulted in complaints of spam so serious that their server was at risk of being placed on anti-spam lists.
The Solution
A complete reengagement campaign organized by VKI Studios, and a reworked newsletter based on ExactTarget.
Working with Pet Wellbeing, VKI Studios created and sent a reengagement email to all users, offering signees:
- news and information regarding pet health issues
- special deals on products
- 15% off their next purchase.
By enacting an opt-in campaign Pet Wellbeing was not only preventing spam complaints and obeying US law, but focusing its effort on its core audience, providing incentives to its most loyal—and most profitable—audience base. VKI Studios knew that these customers—often a mere 10% of your customer base—would provide the highest returns.
Concern
Requiring an opt-in reduced the email list from 13,000 to merely 900 email subscribers, understandably worrying Pet Wellbeing.
VKI Studios assured them that while their over all subscriber numbers would be reduced, the power of marketing only to interested customers would increase their sales while reducing their costs.
The Result
The results were instantaneous. Even the opt-in email generated a conversion rate nearly three times the site average. The following emails resulted in a 211% increase in conversions!
Cost
With the decrease in addresses to send to, spend per send decreased 93%!
Profits
Despite a drop in emails being sent out, the profit compared to previous campaigns actually increased.
Conversions
VKI Studios was vindicated as Pet Wellbeing's conversion rate shot through the roof, raising their email conversion rate 211% over their previous attempts, to nearly 20%.
Brenda
Pet Wellbeing employee
Meanwhile Pet Wellbeing's spam complaints dropped, and the risk of being labeled as spam was resolved.
VKI Studios
