Adestra

In a case study cited on the Marketing Sherpa website, Chiasso, an American online catalogue site used a Green Marketing strategy to increase their open, click and conversion rates to great effect. Chiasso realised that their customers were becoming increasing environmentally aware, which is why they decided to use green marketing to spearhead a new email campaign. It was very simple and effective, given that they would always possess a percentage of customers that will prefer a paper catalogue.

Chiasso embraced a four stage approach–

1. Provide greener options for clients with emotional marketing copy to push the uptake.
2. Redesign email templates to boost conversions and compliement counteract paper catalogue opt-outs.
3. Re-launch email campaigns, sent to subscribers 3 days before the paper catalogues land.
4. Remarket to non-openers 48 hours after the initial campaign was broadcast and provide 10% discount.

The results that Chiasso experienced are really promising –

Customers embraced the fact that Chiasso was becoming socially responsible by incorporating greener options into their business. The migration from paper to online catalogue was gradual with around 1% immediately opting out of the paper version. Their conversion rates saw an increase of 19% with overall revenues increased by 20%.

In relation to the campaign launched 3 days before the paper version, they experienced a 19% open rate with a 7.7% click through rate. The remarketing campaign to non-opens achieved a 21% open rate and a 3% click through rate.
To view the full case study please click here:

To learn how you can run effective campaigns like this and get the most out of your database, please refer to Adestra’s whitepaper ‘The power of automatic data filtering and recurring email campaigns’ or  get in touch with your assigned client strategy consultant to investigate whether green marketing would work for you.

Daniel Murphy, Client Strategy Consultant

This entry was posted on Friday, July 24th, 2009 at 11:37 am and is filed under Data, Results, Strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.