Email Overhaul for a Legacy Supply Company
Challenge
IMS’s email marketing program needed an overhaul. They needed new, mobile-friendly designs and to improve overall campaign performance. Plus, they wanted support switching to a different email marketing platform. At the time, IMS didn’t have team members who specialized in HTML email design. Plus, their website couldn’t directly accept online orders yet, just quotes, and they had seven stores in two states, which made the sales cycle disjointed.
Solution
IMS’s small in-house marketing team worked with SharedTEAMS to: Lay out the current sales cycle, including the customer experience and options, and provide recommendations to refine it. → Our strategy and communications teams collaborated to determine the best calls to action and landing pages to include in various segmented email campaigns to reduce friction in the purchasing process. Determine what types of emails they wanted to send based on their goals. → Our website designers collaborated with the communications and strategy teams to provide recommendations to the IMS team based on their goals. This saved the IMS team time and provided them with our recommendations for what templates to create. Create custom, mobile-friendly templates based on those email types. → Our team reduced the level of effort in creating these templates by 20% by purchasing pre-made HTML templates and customizing them based on the IMS brand and the member’s goals. Tweak those templates in the old and the new email marketing platforms to help the IMS team transition from one platform to the other. → Having these templates in each email marketing platform streamlined the creation of every email campaign, reducing billable hours by about 20%, while ensuring each email aligned with the company’s brand standards.
Results
Our team helped reduce friction in the sales process for IMS's customers. We also streamlined their email production processes, reducing costs by about 20%.
SharedTEAMS
SharedTEAMS is a membership-based "shared marketing department" that supports small to medium-sized businesses across the globe. Our team works as a fluid extension of each of our member’s businesses by executing projects and developing strategies in whatever capacity is best for your unique needs. You can delegate any marketing task...
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.