Email Marketing Case Study: Meet Tim Oldfield, he operates a local pool and spa care franchise, PoolWerx Cherrybrook. He has a retail store and five mobile service vehicles operating in the North Western suburbs of Sydney.
Tim and his team at PoolWerx Cherrybrook recently started using email marketing and they’ve seen some fantastic results which have led to a big increase in ROI.
I’d like to share with you some of the tactics and strategies they implemented, which led to their success.
It’s not all smooth sailing for a small business
Like with any small business PoolWerx Cherrybrook faces challenges. Getting customers in the door, retaining existing customers and of course boosting sales.
They needed a marketing solution to help them with their specific challenges, that didn’t cost the earth.
In particular the store needed to:
- increase revenue to meet monthly sales budgets
- be able to easily and quickly react to weather events
- decrease the cost of using their graphic designer to create marketing collateral
It sounds like quite the challenge, but PoolWerx Cherrybrook found the solution – email marketing.
As a PoolWerx franchisee, Tim was set up with a Vision6 account with branded email templates to help his business adopt email marketing.
Since July 2013 PoolWerx Cherrybrook have been actively using Vision6 for their local area marketing. And boy oh boy are they seeing a significant return on investment!
One of the best things about it was that Tim could get started straight away and see
“We just loaded in our database and we had an email out to 1,800 people that afternoon using one of the PoolWerx templates,” Tim told us.
“The ROI is huge, we’ve significantly reduced our marketing spend this financial year and are now smashing budgets,” he said.
Email marketing ticked all the boxes for the business.
Below are a couple of examples from PoolWerx Cherrybrook outlining exactly how they increased their ROI with email marketing.
1. Email marketing in action – Robotic Cleaner Campaign
November was a slow month for PoolWerx Cherrybrook. Towards the end of the month Tim executed an email marketing campaign to try and help move some high dollar products like robotic cleaners. The campaign spanned over a few days before the weekend sale event.
In the space of just over a week the store sent to their whole database three times with three different messages. But all included the robotic cleaners to keep this high value product top of mind. PoolWerx Cherrybrook sent out three emails, each building on the last and all featuring the robotic cleaners, including different angles and specials.
The result? A significant increase in sales for the month
To meet their budget by the end of November PoolWerx Cherrybrook needed $60k in sales in 10 days, which normally would be an incredibly tough target to meet.
In fact, it would have been completely unachievable if they hadn’t implemented the email campaign. The campaign was a success and PoolWerx Cherrybrook made over $59k in under 10 days, a store record.
2. Email marketing in action – Water Testing Reminders
PoolWerx Cherrybrook have implemented a water test reminder email. Whenever people came into the store to get a water test they could sign up for the reminder email as they purchased their goods.
The result? An open rate over 40%
This is an outstanding open rate and well above the average unique open rate reported by the Australian Email Marketing Metrics Report.
This is because people wanted to receive the emails. Pool health is a big concern for many pool owners, so receiving a reminder is a practical way to keep up to date with testing.
What makes email marketing the best option?
Sending emails allows PoolWerx Cherrybrook to ensure their content is relevant and engaging.
According to Tim, “We can be far more targeted than the traditional advertising we have done in the past. We are talking to people who definitely have pools and are familiar with the PoolWerx brand.”
Traditional advertising had a higher cost and no guarantee that the audience would be interested in PoolWerx, or even own a pool for that matter.
Using email marketing ensured the store would be reaching their ideal audience and they can do it all in-house without the need for expensive graphic designers.
Plus Tim now has a way to instantly reach his customers if there’s a weather event. This means his customers have the information they need at the right time to care for their pools.
A bright future ahead for PoolWerx Cherrybrook and email marketing
The above campaigns are just the tip of the iceberg. Tim is already planning to use Vision6 to further streamline the store’s marketing.
Tim understands the benefits of creating profiles about your customers. Next up he wants to collect information about what equipment customers own and their purchase history. Once he has this information he can use conditional content to send even more targeted and relevant messages.
PoolWerx Cherrybrook are on their way to implementing their own content marketing strategy. Tim has conducted research and found that his customers don’t understand pool chemistry but want to find out more. This gave him the idea to introduce ‘Pool School,’ which is an email series aimed at educating customers on all the basics of water chemistry.
PoolWerx Cherrybrook are just one of thousands of Vision6 customers who are successfully using email marketing to boost sales and increase ROI.
Are you a Vision6 customer with a great success story? If so I’d love to hear from you. Leave me a note in the comments section. Not already a customer? Sign up for free with Vision6 today and start generating revenue from email marketing.