Case Study: Wolters Kluwer Health

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FulcrumTech designed and optimized a holiday email campaign, which increased total sales by 87% and achieved 186% return on investment.

Services: Email Campaign ManagementList BuildingWeb Development

Headquartered in Philadelphia, PA, Wolters Kluwer Health is a leading provider of information for professionals and students in medicine, nursing, allied health, and pharmacy. It is part of Wolters Kluwer – a market-leading global information services company. Wolters Kluwer Health’s primary brands include traditional publishers of medical and drug reference tools and textbooks, such as Lippincott Williams & Wilkins.


Wolters Kluwer Health sought to improve the results obtained from previous holiday email campaigns for publisher Lippincott Williams & Wilkins.


FulcrumTech designed an email campaign to challenge the results of Wolters Kluwer Health’s 2010 holiday campaign for Lippincott Williams & Wilkins. This process involved developing an email test plan to measure the impact of different timing for sending emails, email design, and other elements, such as subject line and call to action. The goal was to optimize email performance by varying and testing these elements, while keeping within the limitations of a holiday timeframe.

FulcrumTech also designed a dedicated landing page for subscribers who clicked through the emails. The email list was divided into segments that ensured statistical significance in the results. Three waves of the emails were sent throughout the holiday season.


FulcrumTech was able to use the testing information gathered in the early waves of the emails to progressively improve performance in the subsequent waves of emails sent. Consequently, significant improvement was achieved in the overall results of the 2012 holiday campaign designed by FulcrumTech.

Average unique open rate improved by 62%
Average total click-through rate improved by 11.5%
Total sales increased by 87%

Overall, the holiday email campaign designed and optimized by FulcrumTech achieved a 186% return on investment (ROI).

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