Email and Display Retargeting Increases Consultations 17+%
Case Type: Develop campaign plan against a defined cost-per-lead (CPL) goal, execute launch activities, measure performance and optimize to achieve partner objectives
Partner Type: Premier U.S. home window and door manufacturing company
Challenge: Deliver qualified leads during the Spring/Summer home improvement season to the company’s local showrooms via an online or phone consultation sign-up
Solution: iSOCRATES Managed Services’ end-to-end development and management of Email and Display Retargeting campaigns.
Approach: The iSOCRATES team facilitated an upfront Partner briefing session to review the market and confirm campaign objectives prior to media plan development. The primary target audience was Adult homeowners, aged 35-64 who have a home value of $200k+, been in their home 10+ years and have a HHI of $80,000+.
iSOCRATES developed media and messaging strategies and tactics against an established cost-per-lead (CPL) KPI. The recommended plan was to implement a Connected Email campaign — Email and Display retargeting — running monthly from May through mid-September.
The monthly flights started with a targeted Email deployment hitting mid-week prior to the weekend. The complementary Display retargeting activity started same-day and ran for one-week against the same target segment.
Campaign performance was tracked closely for each monthly flight to identify optimization opportunities. The iSOCRATES team identified and executed Email creative improvements and established conversion tracking mid-campaign to enhance performance measurement.
Results: The iSOCRATES plan for Email and Display retargeting heightened awareness of special offers and drove qualified customers to area-showrooms during the company’s peak selling season. Combining Display Retargeting with Email helped drive higher open rates among the target audience by 17+% when comparing the initial email performance vs. deployments later in the campaign.
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