Advertiser:
Craig, CO Parks & Recreation
Subject Line:
Visit Craig – Summer Festival & Free Concert
Broadcast Results:
Open Rate: 6,219– 12.44 %
Click Through Rate: 1,169– 2.34%
Sales Vertical: Entertainment/Arts
Objective:
Promote family oriented festival (“Whittle the Wood”) with arts and crafts exhibits having a mountain/outdoors theme in Craig, CO.
Action:
Craig, CO is a small mountain community in northwestern Colorado known for mining, logging and tourism industry. In order to promote the event, draw crowds, and drive traffic to the Craig Daily Press website the operators of the event communicated the following “wish list” for targeting prospective attendees:
Age: 21+; Interest in arts & crafts as hobbies and festivals/events. Target Geo: Rock Springs, Baags (WY); Grand Junction, Steamboat Springs, Meeker, Idaho Springs, Georgetown (CO)
Data-Dynamix was able to procure 50,000 email addresses to apply to the campaign that deployed one week before the festival.
Result:
Almost 1,200 clicks to links embedded in the HTML campaign. Craig Daily Press reported traffic to its website almost doubled over the week preceding the event. The festival being promoted reported a 15% increase in ticket sales compared to the prior year.
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Advertiser:
Tomball Ford
Subject Line:
Huge Selections, Huge Savings at Tomball Ford
Broadcast Results:
Open Rate: 9,010 – 10.47 %
Click Through Rate: 2,030 – 2.36%
Sales Vertical: Automotive
Advertiser: Tomball Ford Automotive Dealership in Harris County, TX
Objective:
Promote new inventory, sales and service specials over a period of 11 months beginning in February 2012.
Action:
Tomball, TX is in the greater Houston area and has an extremely competitive market for new and used cars. In order to capture “backyard” business and auto intenders from a larger area a high frequency approach was applied to marketing Ford cars and trucks. 18 Email Marketing campaigns were deployed between February 1, 2012 and December 31, 2012, the interval between deployments being as little as one week apart and as great as one month apart. Demographic filters utilized include:
People interested in purchasing a new auto
Owners of autos 5+ years old
1/2 Chevrolet truck and SUV owners and Toyota Truck owners
20 mile radius around zip code 77375
Straight geo counts from specified zip codes
Unique campaigns included partnering with an “Abandoned Animal Shelter” in the area and promoted the adoption of a pet (for this campaign the demographic select of “Pet owners” was applied). Also promoted were a Classic Car Show, March Madness dealer specials, Summer Clearance, and Breast Cancer Awareness. Campaigns ranged from deployments in the quantity of 50,000 to 200,000 emails.
Result:
Campaign results ranged from 10.50%-13.50% open rates and 1.90%-2.75% click-thru rates with a total of over 25,000 visitors to Tomball Ford’s website. Email Marketing continues to be the lynchpin of Tomball Ford’s aggressive digital marketing in 2013.
Advertiser:
Standard Pacific Homes
Subject Line:
Live Large at Wellesley in Chino
Broadcast Results:
Open Rate: 6,079 – 12.16 %
Click Through Rate: 1,055 – 2.11%
Sales Vertical: Real Estate/Home Builders
Advertiser: Standard Pacific Homes
Objective:
Maximize market exposure of new luxury Townhomes of Wellesley at College Park Community in Chino, CA. Specific attention to affordability of two models with 1,800 to 2,100 square feet of living area.
Action:
Standard Pacific Homes articulated the desired target group for the community of townhomes at the Wellesley at College Park development which consisted on Home Owners and Renters within a certain geographical area and with a specified HHI (household income). Embedded links in the HTML creative allowed recipients of the campaign to take virtual tour of the models as well as schedule appointments for walk-throughs and visit financing department’s page. Demographic filters utilized include:
Homeowners/renters
HHI $70K-$125K
Geo targeted area: 91752, 91745, 91764, 91786, 92336, 91790, 91789, 92835, 92814, 92867, 91765
Result:
Campaign yielded over 1,000 visitors to Standard Pacific website; follow-up determined the sale of eight townhomes within two months of campaign. Data-Dynamix has deployed seven other campaigns for Standard Pacific Homes has in three markets since the January 2012 campaign.
Advertiser:
University of Denver
Subject Line:
Turn your associate degree into a DU bachelor’s degree
Broadcast Results:
Open Rate: 5,519 – 11.04%
Click Through Rate: 925 – 1.85%
Sales Vertical: Education
Advertiser: University of Denver
Objective:
University promotes various degrees and programs for drive enrollment for traditional and non-traditional students including online and evening classes for working adults.
Action:
Over the last 18 months the University of Denver has order 15 Email Marketing campaigns in order to encourage enrollment at the school. Campaigns are scheduled for deployment 6-8 weeks before semesters (U of D full time students are on quarterly semester schedule) and 4-6 weeks before the beginning on continuing education classes. On multiple occasions HTML creative for University has had a “Play Button” watermark in the art indicating a feed to a video; embedded in HTML is a link to an independently hosted video with student and teacher testimonials as well as virtual tours of the campus. Demographic filters utilized to establish target audience include:
Denver DMA, people with some college
Ages 28-44, all of Colorado, people with some college
Denver DMA, Adults, 28-44, People with a 4 year college degree who do not have a masters and who are interested in continuing their education; Adults, Denver DMA with 2 year associates degree
Result:
Campaigns have yielded open rates between 11%-13% with click-through rates of 1.75%-2.25% totaling over 15,000 visitors to the University of Denver website, social media platforms, and other landing pages. The University of Denver continues to regularly order campaigns to encourage enrollment.