CRM- September 2008 - (Page 51) Marketing Automation EMAIL MARKETING TURNS A TYPICALLY COLD SEASON WARM WITH JANGOMAIL determine which addresses were still viable and to find out more about people’s heatpump needs. With one click, 6,000 people were emailed—and Hutchinson could only describe the response as “phenomenal.” In the first 24 hours alone, Ice Energy sold enough equipment, ranging in price from $10,000 to $30,000, to cover 10 years of JangoMail’s cost: 750 recipients said they were either interested David Hutchinson, marketing or ready to buy immediately and 740 pro- manager, Ice Energy vided their phone numbers to receive further information; out of the 6,000 recipients, only 250 opted out. Hutchinson’s list has been growing by 800 to 1,000 individuals each month, and he reports that, after the first email, there have been no more than 70 individual opt-outs in a given month. On average, 20 percent to 30 percent of recipients access the Web site through the emails, while some campaigns have produced clickthroughs as high as 80 percent. "No matter where someone contacts us from [on] the Web site, It once took three to four days to they end up getting a series of automated emails." develop a campaign; now, campaign creation takes two days and the result is more powerful. “We’ve religiously sent out emails every month, and one of Before then, Hutchinson had struggled for almost a year with the real powers is that we’ve set up a series of multipath, multian installed email solution that took nearly 10 hours to deliver dimensional, multitrigger email campaigns—no matter where a single campaign to his database, bringing the company’s office someone contacts us from [on] the Web site, they end up getserver to a grinding halt each time. Moreover, list hygiene and ting a series of automated emails,” Hutchinson explains. And maintenance had to be handled manually. Cognizant of email because Hutchinson has also integrated JangoMail with Google best practices, Hutchinson understood the possible ramificaAnalytics, Ice Energy is able to incorporate consumer insight tions of not taking the necessary precautions to ensure that his into its emails and piece together a highly personalized puzzle. lists were clean and that his messages were relevant. As a result, “It’s difficult to emphasize the importance of personalizathe burden that any single campaign would inflict left Hutchintion,” Hutchinson says. “Every day I get calls and emails from son with little choice but to curtail his emailing altogether. Still, customers who feel as though they know me and only want Hutchinson was convinced email marketing should work—a to deal with me.” But even Hutchinson has his limits, “I have theory that became fact after he found JangoMail in June 2007. to tell them I need to pass them through to sales as I’m in “He’s really one of our customers who let the technology marketing.” —Jessica Tsai work for them so they can do what they do best—they do heat pumps,” says Kim Wright, director of operations at JangoMail. “They just want to see the end results.” It helped that Hutchinreal results : ice energy son came to JangoMail prepared with the knowledge of what ■ Hit a record-breaking 110 percent of a monthly sales target it takes to create a robust emailing list, Wright recollects. Unin just one week. fortunately, despite Hutchinson’s conviction that it was essen■ Reduced the time to create more-effective campaigns from four days to two. tial to build a relationship with his customers, he found himself ■ Increased its contact database by 800 to 1,000 names each month. constantly being bogged down by administrative duties. ■ Generated a 20 percent to 30 percent average response rate Ice Energy’s first email through JangoMail was a refresher to When we first spoke to Ice Energy about its use of JangoMail’s email marketing solution (see “So Hot It’s Cool,” June 2008), we were blown away by its results. It wasn’t unusual that sales were slow for the United Kingdom–based manufacturer of ground-source heat pumps during December of last year. After all, admits David Hutchinson, marketing manager at Ice Energy, heat pumps don’t exactly stir up the holiday cheer. Sales for the month were projected to reach only 50 percent of the company’s target goal. With nothing to lose, Hutchinson and senior executives created a simple campaign, highlighted with an attractive offer, and used JangoMail to deliver a personalized message to a targeted group of prospects. Once the email went out, Ice Energy saw its sales skyrocket. And in the time that elapsed, right before the company closed for holiday vacation, Ice Energy had reason to be very merry indeed, booking a record 110 percent of its monthly sales target—in just one week. per campaign. www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | SEPTEMBER 2008 51 THE ELITE Ice Energy http://www.destinationCRM.com
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