1. And the important Elements
The Successful
Case of Email Marketing
And the strategies
2. Table of Content
Non-profit Case: Charity: Water
E-commerce Case: Dormify
B2B Company Case: Strongwell Cooperation
Reference List
3. Charity: Water
Charity: water is a non-profit organization bringing clean and safe
drinking water to people in developing nations. It funded in
September 2006. In 2012, the organization ran a “September
Campaign” to help them reach the goal of the year. The email did
not only content what the project is but also tell donors where the
money is going to.
The results achieve through e-marketing
• A 21% increase in open rates over the campaign of year 2012
• Compared to 50% in years 2011, 58% of fundraisers actively
raised donations
• The September Campaign of year 2012 raised over $2 million,
$300,000 over their goal
Email Marketing
Strategy
Step 1: Send a pre-
launched Email with
campaign signup to the
most engaged
supporters
Step 2: Launch the
campaign to who signed
up from them pre-
launched email
Step 3: Send weekly
update content to tell
supporters where is
their money going to
Step 4: Keep
fundraisers updated
and motivated with
email content tailored
to their fundraising
experience
4. Highlight -- Use emails to update donors where the
money is going to
When people talk about email marketing, lots of them forget to mention transactional
emails. These are the automated emails you get in your inbox after taking a certain action
on a website. This could be anything from filling out a form, to purchasing a product, to
updating you on the progress of your order. Often, these are plain text emails that
marketers set and forget.
Well, Charity: Water took an alternate route. Once someone donates to a charity: water
project, her money takes a long journey. Most charities don't tell you about that journey at
all -- charity: water uses automated emails to show donors how their money is making an
impact over time. With the project timeline and accompanying table, you don't even really
need to read the email -- you know immediately where you are in the whole process so
you can move onto other things in your inbox.
6. Dormify
Email Marketing Strategy
Step 1: Implement first
automated welcome series
offered a "Welcome to our fam"
15% discount, and had four
different product blocks for
subscribers to check out
Step 2: Follow up with a cart
abandonment and post-purchase
series. Each email in this series
has a different purpose
Step 3: Consistently evaluate
series. Use a promotion as an
opportunity to conduct A/B tests,
and change the series based on
the testing results
Dormfy is a dorm decorating startup, an one-stop-shop
for small space decorating and inspiration designed for
the fashion-minded. By sending email marketing code
for millennials and Gen Z buyers. The New York-based
e-retailer has seen a 92% increase in revenue from
email marketing and has doubled its web conversion
rate. As part of its outreach strategy, Dormyfy has
integrated its email marketing campaign with its e-
commerce platform. This has allowed it to bring in
automation to the process. The company saw a 22%
increase in revenue from automated emails.
7. The first email in the series is a
welcome email with 15% discount
The second email of the series offers a
reminder: Don’t Forget About Us
The third email promoted a hashtag,
#MyDormifyStyle and encouraged
customers to post on Instagram, and
includes posts other customers have
published on Instagram.
The team has driven the following results over the
year 2015:
• A 92% increase in email revenue
• Customized, triggered emails account for
28% of total email revenue
• Visitors who come to the website via
emails stay 42% longer, and view 20%
more pages
• Email visitors also convert twice as much
as the site average
8. Strongwell
Funded in 1956, Manufacturer Strongwell
Corporation transformed its email marketing and
alignment through marketing automation — so
much so that it was able to pull a $30,000 project
into the Sales funnel after its improved email
nurture campaign was put in place. The team
integrated the automation system and worked
closely with the Sales team to qualify leads, then
nurture them with a drip campaign, and started
into a monthly email campaign rather than a
newsletter, and in it, focused on creating a sales
push with calls-to-action
Email Marketing
Strategy
Step 1: Integrate and evaluate
its system. Strongwell's next
CRM needed to allow it to
not only market inside of
itself, but also to those not
yet in the CRM
Step 2: Pre-qualify leads for
Sales. Automated email set up
on the Contact Us Form. Not
only is it going to go into Sales
fusion, but it's also going to
become a lead in CRM
Step 3: Develop a
drip and nurture
campaign.
9. People who fill the form means that he/ she wants to talk with
Stongwell. After someone is pre-qualified for sales by filling out the
Contact Us form, they are reached out to with a phone call or an
email that is a person-to-person contact
The benefit of a drip campaign is that the company can continually
get its brand in front of the customer. That's sort of what they are
doing with the newsletter on a monthly basis. They are dripping that
content to the customer at an interval. The nurture campaigns are a
much bigger deal, because it allows the team to continually evaluate
a lead's actions to determine where they are in the sales funnel.
Results
• After implementing this email marketing system, Myers
said, Strongwell was able to secure a $30,000 RFQ, or
request for quote. The sales cycle is long, he said, but this
process helps them to keep tabs on large projects such as
this and keep them moving through the sales funnel.
• In the year October, an email campaign saw a 25% unique
open rate, a 4% unique click rate and a 0.3% unsubscribe
rate, which was their best campaign yet, he said.
