Best Electronics Email Message Campaign

The newsletter addresses professionals in architecture, electrical installation, lighting design, energy supply, facility management, trade and wholesale, consumers and the construction industry. The well-frequented website led to only few newsletter subscriptions. After the double-opt-in-mail, the subscribers didn’t receive any other mailing until the next regular monthly newsletter. The number of leads generated by the subscriptions was to be distinctly increased by a change in the subscription process and by implementing a multistage welcome campaign. It was especially important that all business areas were introduced and that a consistent possibility to contact the company was included. A six-level welcome campaign was designed and implemented. While the mailings 2 to 6 introduce the different business areas, the possibility to request a ring back by clicking on a simple form is always included. The first mailing is designed more lavishly. It is sent to the new subscribers directly after confirming the double-opt-in. It includes a presentation of the company and the possibility to download a pdf product portfolio. Furthermore the corporate film is integrated. A short overview shows the topics of the upcoming five mailings. By clicking, any of them can be triggered. If this option is unused, they are sent at an interval of one week. Thereby the possibility is given to access the most relevant information at an individual moment. The numbers show the high interest in the information: the average opening rate of all mailings was significantly above 60%. 40% of the recipients directly triggered further information, averagely three mailings.

Contributors:

Account Manager, rabbit eMarketing:	Katrin Foerster
Graphic Designer, rabbit eMarketing:	Vu Nghi Thai
Graphic Designer, rabbit eMarketing:	Larissa Fabich
Copywriter, rabbit eMarketing:	Torsten Burgmaier
Web Content Manager, Zumtobel Lighting GmbH:	Michael Kremmel
Head of E-Marketing, Zumtobel Lighting GmbH:	Franz Domig

RABBIT EMARKETING GMBH

Location: Germany