Lorenc+Yoo Design - E-mail Marketing
Challenge
Lorenc+Yoo Design approached communications 21 to create an e-newsletter to showcase the firm's array of environmental design projects for trade shows, museums, retail spaces, destinations and resorts, among others. Lorenc+Yoo wanted a means of regular communication with current and potential clients to drive referrals and business inquiries, especially because the need for environmental design services occurs once every few years at most. Therefore, keeping Lorenc+Yoo top of mind when this need does arise, while continuously building referrals, is vital to the firm's success.
Solution
After carefully defining the target audience, c21 worked with Lorenc+Yoo to create a quarterly e-newsletter, Experiential Storytelling. c21 identified six recurring content areas to feature in the newsletter as appropriate: trade show, signage, retail, museum, international design and firm news. c21 then worked with Lorenc+Yoo to identify award-winning projects to feature in each issue under each category, accompanied by fascinating images to engage readers.
c21 began quarterly distribution of Experiential Storytelling in fall 2006. The newsletter consists of an HTML and text version for CAN-SPAM compliance and employs new technology to stagger the e-mail's distribution based on each recipient's previous behaviors, delivering the e-mail at the day and time the recipient was most likely to check their e-mail to ensure that the message was at the top of their inbox. Also, to distinguish it from other e-mail newsletters, the design consists of bright reds and yellows, extensive graphics and an artistic header image, which convey the creative nature of Lorenc+Yoo's work.
Results
Each edition of the newsletter has consistently exceeded standard e-mail marketing benchmarks.
The first four issues of Experiential Storytelling had an average open rate of 38.46 percent — much higher than the 18.4 percent industry standard. Experiential Storytelling consistently receives triple the standard click-through rate with an average of rate of 15.14 percent over the first four issues.
Lorenc+Yoo has received 25 written compliments and multiple phone calls on the excellence of the newsletter, and also was invited to participate in several proposals as a direct result of the mailings, including one for the 2008 Olympics in Beijing.
"The responses have been great, and we're building good will. Thanks for your energy and great work." -- Jan Lorenc, principal of Lorenc+Yoo Design.
|
