Doylestown, PA – Dec. 11, 2015 — The email-marketing agency, FulcrumTech, LLC, has won a Marketer Quarterly Email Marketing Award 2015 for the Best Welcome Email — Consumer Product. FulcrumTech developed the award-winning, three-email series for Icontrol Networks’ Piper home security system. Market analysts and consultants from The Relevancy Group judged the award entries using a quantifiable, scorecard-driven process. Relevance, utilization of data, creative, strategy, and other category-specific characteristics were among the variety of attributes judged.
According to FulcrumTech’s President and CEO Mitch Lapides, Icontrol Networks had approached FulcrumTech to develop, implement, and manage an effective email-marketing program to generate and grow new product sales of Piper online both domestically and internationally. Welcome campaigns provide one of the best opportunities for companies to get their marketing message to new subscribers who have expressed an interest in their products or services. Although Piper already had a single welcome email in place, the client sought help for optimizing the brand’s email-marketing program to better nurture subscribers and drive additional product sales and upsells.
“We completed an in-depth value proposition assessment and used the information obtained during that process to develop a brand-new messaging strategy for Piper’s welcome email campaign,” Lapides explains. “This new strategy expanded the company’s previous single-email campaign to include a series of three emails in which each email would build on the previous email’s message.”
This three-email welcome series for Piper went live in early June 2015. As part of the first optimization tests, FulcrumTech adjusted the cadence. The result was significant. By merely reducing the time between emails, unique open rates for email #2 and email #3 increased by 17% — a statistically significant result. Associated weekly revenue also increased by an average of 63.6%. Clicks from this welcome email series generated significantly more traffic to Piper’s website and online store, Lapides adds, which ultimately drove a 64% increase in return on investment (ROI).
Lapides points out, “This welcome campaign for Piper is a great example of the kinds of results a successful campaign can generate.” He concludes, “The entire FulcrumTech email-marketing team is pleased and honored to be recognized for their efforts on this campaign by The Relevancy Group with this prestigious award.”
Click here for this month’s issue of The Marketer Quarterly, which features FulcrumTech’s welcome email campaign for Piper and other winning entries from The Relevancy Group’s Marketer Quarterly Email Marketing Awards 2015.
About FulcrumTech, LLC
Based in Doylestown, PA, FulcrumTech, LLC, is an email-marketing agency that provides strategic guidance and the expert team to design, develop, and implement online-marketing programs that produce digital marketing ROI. FulcrumTech specializes in increasing email ROI for companies of all types and sizes, from small business to industry. FulcrumTech was founded in 2004 by Mitch Lapides, a senior technology-product executive with more than 20 years of experience in turning around or building multiple online publishing and web-based businesses. For more information about FulcrumTech, visit https://fulcrumtech.net.
About The Marketer Quarterly
The Marketer Quarterly is one of the fastest-growing marketing publications in the world, reaching marketing professionals around the world. The Marketer Quarterly publishes each quarter in partnership with The Relevancy Group (http://www.relevancygroup.com/) and features market research, interviews with leading brands, industry trends, case studies, and useful industry benchmarks. Register for a free subscription to The Marketer Quarterly at http://www.marketquarterly.com or download the MQ App in the Apple, Android, or Amazon App stores.
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Mitchell A. Lapides