Campaign Overview
EZ Dock is dedicated to providing innovative waterfront solutions that redefine the boating experience. EZ Dock offers a wide range of durable and versatile dock systems, boat lifts, and accessories, tailored to meet the unique needs of both commercial and residential customers.
As the email marketing account manager, my role focused on elevating their lead generation efforts and maximizing customer engagement through a strategic quarterly email campaign.
Campaign KPI
Achieve an increase in "Request a Quote" contact form submissions from email website traffic.
Campaign Challenge
With a quarterly newsletter, we only had four opportunities to target the email audience to generate leads.
Strategy & Execution
May 2020 Newsletter: (187 Leads Generated)
Strategy: Promoted an exclusive sale on selected dock systems and accessories, creating a sense of urgency to seize limited-time offers.
July 2020 Newsletter: (101 Leads Generated)
Strategy: Utilized a compelling urgency-based approach, reminding subscribers of the ongoing sale ending in July, encouraging immediate action.
September 2020 Newsletter: (57 Leads Generated)
Strategy: Focused on education and information-sharing to engage the audience on various dock systems' benefits and applications.
November 2020 Newsletter: (45 Leads Generated)
Strategy: Included targeted content to gauge the specific interests of subscribers, categorizing them into residential, commercial, industrial, or governmental segments.
The campaign successfully generated a total of 390 leads through strategic email newsletters and engaging content.
390
Leads generated from the quarterly email newsletters
97.5
Average number of leads each newsletter generated
+441.75%
YoY increase in Request a Quote submissions from email traffic
+101.61%
Increase in Request a Quote conversion rate from email traffic
Results
The email marketing campaign for EZ Dock focused on generating quarterly newsletters that strategically engaged the audience.
By promoting sales, creating urgency, providing valuable education, and conducting surveys, the newsletters consistently drove subscribers to the "Request a Quote" contact form, resulting in 390 leads, a 441.75% year-over-year increase in submissions, and a 103.61% increase in conversion rates from email website traffic.