Case Study: How CCM Increased Newsletter Subscribers by 33% & Developed an Email Marketing Strategy

Client is a special occassion & bridesmaid dress designer and supplier. Bari Jay was interested in growing their email database and implementing a marketing strategy to engage current and potential consumers outside of Facebook ads and other PPC. CCM put together a strategic email marketing campaign and marketing funnel to gain new subscribers and retain and engage consumers during their buyer journey.

Digital Marketing Goals: Bari Jay

Bari Jay was looking for a way to increase newsletter subscribers and keep a regular feed of consumers entering into their sales and marketing funnel. In addition to increasing their email database they also wanted to ensure they were engaging regularly with their consumers and sending relevant e-blasts that met the customer where they are in the consumer journey. The e-blasts they were currently sending were going out to all audiences and while they had a large database, a lot of the subscribers were no longer relevant.

How Connecticut Coast Media Increased Viewership

Connecticut Coast Media increased Bari Jay’s subscriber base by 33% over the period of 6 months using a number of digital marketing strategies including paid social media ads to drive traffic to the website and sign up for the newsletter. Using a combination of lead generation techniques, Bari Jay’s audience has become more relevant and engaged.

We decided to use multiple marketing channels to drive new email subscribers. Our Facebook Ads targeted brides and bridesmaids with offers to enter a giveaway for a free bridesmaid dress as well as another campaign giving away three free fabric swatches. These campaigns grew the subscriber list by over 700 consumers in a short period of time. In addition to growing the list, the consumers were also more relevant and segmented by the different categories of interests they had such as bridesmaids, brides, mother of the brides and other segments.

With these more segmented audiences we were better able to send relevant newsletters and engage the consumers depending on what they were most interested in learning more about.

Email Marketing Results

Over the past six months, Connecticut Coast Media not only grew Bari Jay’s subscriber list exponentially, we also implemented an email marketing strategy that increased email open rates and traffic to the website. Audience segments were more relevant and we were able to build a conversation with their audience. In turn, we have seen less drop off of subscribers and we are also better able to remarket to these consumers through other marketing channels by using remarketing strategies on both Facebook and Google. By using these email lists we can show relevant ads as well as target lookalike audiences. These campaigns have been very successful in terms of click through rates and engaged website traffic.