Early morning customers lined up at the gates
There has been a lot of talk in the industry as of late about e-Marketing: How to do it? How to measure it’s success? Does it really work?
Well, let me answer a few of these questions for you. As many of you know webgarden works closely with Potters Nursery on the maintenece and development of their website. We also assist in all of Potters online marketing campaigns. Potters has built it’s success and reputation by relying heavily on print marketing. Nearly every week you will find a full page ad in the local Surrey, Langley, Delta and White Rock newspapers. These ads undoubtably have contributed to the sucess of all 3 of the Potters locations.
Towards the end of October, the Potters 152 location was planning a surprise sale. Instead of taking out an ad in the local paper, they decided to send out a single e-Letter on October 21st telling customers about the sale on Saturday October 24th. This was a big opportunity for webgarden as never before had we had a chance to directly measure the results of a single marketing campaign for Potters. (Normally they are always combined with newspaper ads)
After sending any e-Newsletter we are always able to monitor the recipients by viewing who opened it, who clicked on which links as well as the bounce rates. However, just because your e-letter is opened and viewed doesn’t guarantee the customer will be at the store for the sale!
Finally Saturday came around and I got word from Potters that the marketing of the Oct 24th sale HUGE success!!! Not only is sending an e-Letter a FRACTION of the cost of a newspaper ad (as low as $200) , the results are spectacular!