The Brief
Stone & Rock approached us in February 2023 with ideas to better leverage their large subscriber mailing list. Their aim was to launch multiple email marketing campaigns using MailerLite, one focused on promoting their popular products to all their subscribers, while another targeted local tradesmen with special discounts for repeated, bulk purchases.
The Design
The first campaign was designed to highlight Stone & Rock's best-selling products. Each email focused was focused on one specific type, but encompassed multiple products e.g. Wall cladding, tiling. The emails were designed with a similar layout to create consistency across the campaign, but with slight variations to help differentiate. The idea was to use bold headings and quality, lifestyle imagery the to draw in their subscribers and provide inspiration for their next renovation.
The second campaign was tailored towards tradesmen that worked with their products on a daily basis. The concept was to become the top source for home renovation supplies for local businesses by offering exclusive discounts if bought in bulk. Each email was designed to immediately engage with the target audience by directly referring to them with bold headings such as 'are you a local tradesmen?' and 'here's your exclusive discount code'. This was then followed with high-quality images, digestible content and clear calls-to-action.
The Outcome
Each campaign was considered successful with almost 45% opening their emails and over 13% actually engaging with the content (much higher than the industry standard).
These campaigns also resulted in a significant boost in overall performance for their store and mailing list over a 12-month period:
- Email Open Rate- Increased by 10%
- Email Engagement - Improved by 4%
- Subscribers - 15000+ (as of July 2024)
- Sales Boost - Notable rise in both online store sessions (209%) and total orders (169%).
These results demonstrated the effectiveness of targeted email marketing in enhancing customer engagement and driving sales for Stone & Rock.
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Stone & Rock
Stone & Rock are a suppliers of natural stone materials for homes and gardens, based in Queensland, Australia.
