Using company literature to build email list & sales.
Client: Alkota of Kansas
Product: Alkota Pressure Washers & Parts
Alkota of Kansas, a client since 2002, wanted to build their email list so they could start marketing products direct to qualified website visitors. There was a newsletter sign up on the website but only a handful of subscribers and only a trickle of new subscribers each month.
We know that website visitors aren't prone to give personal information, like the website address, unless there is a strong incentive and low risk. The current newsletter offer didn't persuay visitors to sign up even though there was the offer of discounts and new product information. Our job was to find the right combination that would deliver an incentive.
We reviewed the company literature including brochures and product catalog to come up with ideas that would make website visitors want to give their email address. Since the client receives many requests for parts it was determined that providing the parts catalog online would be a strong incentive.
We set up the site with a graphic to represent the parts catalog. We also set up an email address submission form that collected the addresses in a database. We made the message clear, that the catalog was available for immediate view and download in pdf format once the email address was given. This happened on the same page so the visitor simply clicked on the "submit" button and they could see the catalog or download for their own use.
We also set up an automatic email to thank the visitor for sharing the information, included another link to the information (in case they needed it later) and let them know about the monthly email offers. The auto-response also provided an opt-out after the signature.
Within 24 hours of revising the email set up from the simple "newsletter" offer to the "parts catalog" offer we were able to increase email list sign ups by 100%. Within a month the increase was 300%.
The email list stayed in tact after the first mailing with the new list participants with less than one percent opt out. Further, the click through on the email increased to 30% (from only 12%) and the sales increased 100%.
